{"id":23593,"date":"2023-05-10T00:00:00","date_gmt":"2023-05-10T00:00:00","guid":{"rendered":"\/uncategorized\/everything-you-need-to-know-about-metas-advantage-plus-campaigns-catalogs-budget-placements-and-more\/"},"modified":"2026-03-29T22:16:52","modified_gmt":"2026-03-29T22:16:52","slug":"everything-you-need-to-know-about-metas-advantage-plus-campaigns-catalogs-budget-placements-and-more","status":"publish","type":"post","link":"https:\/\/goodads.ai\/blog\/everything-you-need-to-know-about-metas-advantage-plus-campaigns-catalogs-budget-placements-and-more","title":{"rendered":"Everything you need to know about Meta\u2019s Advantage Plus campaigns, catalogs, budget, placements, and more"},"content":{"rendered":"

Meta\u2019s Advantage+ terminology is confusing!<\/p>\n

In the past couple of years, Meta has been experimenting with automated, algorithm-controlled campaigns on their ads platform.<\/p>\n

In the newly launched Advantage+ campaign, for example, you can specify only minimal constraints like country and budget caps for existing customers. This gives Meta the freedom to use its AI and machine learning algorithms to identify and target anyone it believes could be your potential customer (powered by your past purchaser data).<\/p>\n

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Haven\u2019t heard of it? Read more about Advantage+ campaigns here.<\/a><\/p>\n<\/div>\n<\/div>\n

But in usual Meta fashion (sorry, Meta!), they\u2019ve also started using the Advantage+ nomenclature for other features and tools in their interface.<\/p>\n

And it\u2019s super confusing \u2013 some of these features aren\u2019t even new, they are just existing features renamed with the Advantage+ branding. And it\u2019s not just about keeping track, it creates a lot of disconnect, even when discussing advertising within your own teams.<\/p>\n

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In a nutshell, Meta is using Advantage+ to indicate that a feature will involve their AI algorithm(s). What this means is that while you can harness the full power of Meta’s AI with anything Advantage+, you also don’t have much control over targeting, placements, etc.<\/p>\n

It\u2019s neither all good nor all bad.<\/p>\n

For example, we do recommend that stores run Advantage+ campaigns as we have seen a lot of marketers find success with them. However, the key is to keep testing and updating your setup according to what\u2019s working at any given time.<\/a><\/p>\n<\/div>\n<\/div>\n

In this short piece, I\u2019m going to clarify the differences between everything Advantage+ on Meta.<\/p>\n

Here we go!<\/p>\n

Advantage+ Shopping Campaign<\/h2>\n

This is a type of ad campaign setup offered by Meta.<\/strong><\/p>\n

With Meta\u2019s Advantage+ campaigns, Meta\u2019s AI decides most of your campaign settings. This makes campaign creation faster but also means less control for the advertiser.<\/p>\n

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Meta\u2019s advanced algorithms deliver your ads to the right audience, with the best placement, creative and message mix<\/strong>.<\/p>\n

But you can also choose the Manual sales campaign, which gives you complete control over your campaign settings.<\/p>\n

Learn everything about Advantage+ campaigns here.<\/a><\/p>\n

Advantage+ Catalog<\/h2>\n

This is a setting at the campaign level that can be enabled\/disabled<\/strong>. These were previously called \u201cdynamic ads\u201d on Meta \u2013 in fact, you\u2019ll see a lot of folks in the ads community still use this term. Advantage+ catalog ads are simply the evolution of the dynamic ad.<\/strong> Even though this is a type of ad, it\u2019s enabled at the campaign level.<\/p>\n

Advantage+ catalog ads are powered by a catalog of all the products in your store. Using Meta\u2019s machine learning and advanced algorithm, they automatically pick the products<\/strong> to showcase to your audience, based on their interests, intents, and actions.<\/p>\n

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One of the biggest drawbacks of Meta\u2019s Advantage+ catalog ads (dynamic ads) is that besides very limited stickers, Meta offers no way to customize them \u2014 and so you have a plain, boring, and often visually inconsistent product feed running as an ad!<\/p>\n

Check out how Socioh\u2019s Branded Catalogs can transform your Advantage+ catalog ads.<\/a><\/p>\n<\/div>\n<\/div>\n

Advantage Campaign Budget<\/h2>\n

This is a renaming of Campaign Budget Optimization or CBO<\/strong>.<\/p>\n

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When you enable Advantage campaign budgeting, Meta will automatically optimize your budget distribution to your ad sets at the campaign level<\/strong>.<\/p>\n

For example, if you set a campaign up with 3 ad sets and enable Advantage campaign budgets, Meta will ask you to enter a budget for the entire campaign. Then Meta\u2019s algorithm will automatically decide the spend distribution based on the performance of the ads.<\/p>\n

TIP:<\/span> Disabling this option means that your ad budget will have to be manually adjusted at the ad set level. This is also known as Ad Set Budget Optimization or ABO.<\/p>\n

Advantage+ Creative for Catalog<\/h2>\n

This is an ad-level setting.<\/strong><\/p>\n

Enabling Advantage+ Creative for catalog lets Meta\u2019s algorithms optimize ad formats (carousel, single image, collection), your creative(s), and their destination. They will automatically test and show the best-performing combinations of creative, formats, and placement to your audiences.<\/strong><\/p>\n

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TIP: Disable this option to choose the ad format that you\u2019d like to use for the catalog \u2013 carousel, single image, or collection ads.<\/p>\n

Advantage+ Placements<\/h2>\n

This was previously known as Automated placements.\u00a0<\/strong><\/p>\n

With Advantage+ Placements enabled (enabled by default), Meta\u2019s advanced machine learning will automatically choose which placement(s) to deliver the ads and optimize based on the conversions for each placement<\/strong>.<\/p>\n

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Alternatively, you can choose “Manual placements” which allows you to handpick exactly where you would like your ads shown. You get more control with the manual option, but you will have to keep an eye on the manual setup every time you launch a new ad or a new ad set.<\/p>\n

In summary, Meta uses the term \u201cAdvantage\u201d to indicate that Meta\u2019s algorithms will make the decisions for that feature, instead of you manually keeping track on your end.<\/p>\n

Here\u2019s a cheat sheet for your reference (and to share with your team):<\/p>\n

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Did this blog help you better understand Meta\u2019s nomenclature? Let us know.<\/p>\n

And of course, if there are any new features or renaming around Advantage+ branding, I\u2019ll keep this blog updated.<\/p>\n

If you want to stay up-to-date with anything and everything eCommerce & Advertising, sign up for our curated newsletter<\/a>, The Wise Ads.<\/p>\n","protected":false},"excerpt":{"rendered":"

Definitions of & differences between all the Advantage+ tools & features on Meta’s ad platform to help you set up your Facebook & Instagram Ads.<\/p>\n","protected":false},"author":17,"featured_media":28203,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_goodads_case_study_template":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-23593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"_links":{"self":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/23593","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/comments?post=23593"}],"version-history":[{"count":1,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/23593\/revisions"}],"predecessor-version":[{"id":29059,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/23593\/revisions\/29059"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/media\/28203"}],"wp:attachment":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/media?parent=23593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/categories?post=23593"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/tags?post=23593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}