YUNOVA · Facebook Ads
Module 10: Advanced Meta strategy
Advantage+ shopping campaigns
Key points
- Advantage+ shopping campaigns automate audience, placement and creative mixing.
- They suit e-commerce advertisers with a pixel or Conversions API sending purchase events.
- Supply several creatives so the system has options to test.
Full funnel campaign strategy
Key points
- A full funnel covers awareness, consideration and conversion stages.
- Each stage uses its own objective, audience and message.
- Retarget engaged people from upper stages with offers lower in the funnel.
Campaign budget optimisation versus ad set budget
Key points
- Campaign budget lets Meta shift spend across ad sets automatically.
- Ad set budgets give fixed control over spend for each audience.
- Use ad set budgets when testing; campaign budgets often suit scaling.
Attribution settings and iOS privacy changes
Key points
- Attribution settings define the click and view windows used to credit conversions.
- Apple's App Tracking Transparency reduced the data Meta receives from iOS users.
- The Conversions API and Aggregated Event Measurement help recover signal.