Facebook Advantage+ Catalog Ads

Based on user data, ads will be automatically delivered to the right target audience. That is the power of Advantage+ Catalog Ads. When using this type of ad, create a category containing the products you want to advertise and create a campaign to increase sales on your website or store. To better understand this type of ad and how to implement it most effectively, don’t miss the article below from Ad Support!

About Advantage+ Catalog Ads on Facebook

Also known as dynamic ads, Advantage+ catalog ads automatically recommend products to target customers based on their interests, intent, and actions. By creating a product catalog and setting up a Facebook Ads campaign, businesses can boost sales on their websites, apps, or stores. If someone shows interest in a product within the catalog, Facebook will direct the ad toward that individual.

This ad format is similar to single-image ads, carousel ads, or collection ads on Facebook, Instagram, and Audience Network. Advantage+ catalog ads aim to achieve goals such as sales, app promotion, engagement, lead generation, and traffic.

With this type of ad, there are 2 targeting options to reach customers:

Ads will target people who have not purchased from your business and have not visited your business’s website. However, they have an interest in the product or service you offer.

On the other hand, you can run campaigns to retarget people who have shown interest in a specific product on your website or app and encourage them to complete the action.

Benefits of Running Advantage+ Catalog Ads

Personalization

Advantage+ catalog ads automatically deliver content tailored to target audiences based on their interests and behaviors. You can use Advantage+ catalog content to display different formats and creative elements based on what users are most likely to engage with.

Additionally, you can select dynamic media files, allowing Meta to showcase images or videos of catalog items that are most likely to capture the viewer’s attention.

Convenience

Automated campaigns continuously optimize and advertise all your products without requiring manual setup for each ad, saving time and effort while ensuring maximum reach and performance.

Remarketing

Advantage+ catalog ads allow you to retarget shoppers who have browsed your website or app. This enables your business to reconnect with users who have shown interest in your products, services, or brand, reminding them of the items they viewed but haven’t yet purchased and encouraging them to complete their purchase.

Finding New Customers

With this ad format, your business can reach potential customers who have already expressed interest in similar products or services. By targeting a broader audience, you can engage users who have not yet visited your website or app. Additionally, Advantage+ catalog ads help drive potential buyers back to your catalog to explore more details about your products, accelerating the purchasing process while optimizing ad spend.

Requirements for Advantage+ Catalog Ads on Facebook

To run Advantage+ Catalog Ads, you need to meet the following requirements:

Set up a product catalog

Create a catalog in Commerce Manager and add the products you want to advertise. The catalog must be owned by a Business Manager. You can also create product groups within the catalog to narrow down the range of products you want to appear in your ads.

Install Pixel for Websites

You should install Facebook Pixel on your website and set up Pixel parameters and events if you want to run this type of ad. Meta Pixel will measure customer conversion behavior with products on the website. Through the collected data, you can optimize and set up target audiences for advertising campaigns.

During the Pixel installation process, you need to set up some required events and parameters to run ads. Through the installation events, you can know when users will perform actions on the website such as viewing products or making purchases. You have 2 options to set up events and parameters for Advantage+ catalog ads:

If you have already set up the pixel on your website, you need to set up the appropriate standard events and parameters. You or your developer may need to edit the existing code to add the required Pixel events and parameters.

If you don’t have the pixel set up on your site, you can add the appropriate standard events and parameters when you install the pixel. This way, you don’t have to go back into your site’s code to add events and pixel parameters.

When you go to Events Manager to set up your Pixel, select the manual setup method. You’ll see the option to set up events and add parameters to those events. The system will generate a code snippet based on your selections. Copy and paste this code into the pixel’s base code on any applicable site.

Once you’ve added the required standard events and parameters to your site, you’ll need to connect your pixel to your catalog. This connection allows you to create dynamic ads that show your target audience the relevant items in your catalog.

For Apps

If you have an app, install the Facebook SDK in your mobile app and set up the required app events to run Advantage+ catalog ads. Adding the SDK allows Meta to determine who to serve your ads to based on the actions they take.

Connect your pixel or SDK to your catalog

Once connected, you can show your catalog items to people who have searched for or interacted with them on your website or app. Also, create Advantage+ catalog ads for the items you want to promote using Ads Manager.

How to create Advantage+ catalog ads on Facebook

With Advantage+ catalog ads, you can create automated ad templates using images and details from your catalog without having to create separate ads for each product. You can create ads in the following formats: single image, carousel, and collection. You can also use different types of content: overlays, and offers to encourage people to take action on the ad. Once you have ensured that you meet the requirements for creating Advantage+ catalog ads, follow these instructions:

Go to Ads Manager, select +Create, then select Create campaign to create a new campaign. Next, choose the appropriate campaign objective: sales, app ads, leads, interactions, or traffic. In the next interface, name the campaign and select a category at the ad or campaign level.

If you choose Sales as the objective, select Use a category at the campaign level. If your goal is to promote apps, engagement, leads, or traffic, select a category at the ad level. Then you complete the process of creating an Advantage+ category ad according to your campaign goal.

For sales goals

Select a category, then create an ad group and select the product groups from that category you want to advertise. Note that if you want to see dynamic audience options, you need to select a category. The audience you target will be based on activity from your pixel. You can then retarget existing customers or target broadly.

Next, create your ad and in the Ad Settings section, choose one of the following options:

Enable Advantage+ content for your catalog to show your audience different formats, content, and destinations based on what they’re most likely to respond to, or you can use Dynamic Media based on what appeals to your customers from your ad.

Choose the appropriate ad format from Single Image/Video, Carousel, or Collection.

If you turn Advantage+ content off for your catalog, you can use Creative Tools to customize the content in your Advantage+ catalog ads.

Advertise your Advantage+ Catalog with the remaining objectives

Create an ad group and select the app and app store you want to advertise in, with app advertising as your objective. If engagement, leads, or traffic is your objective, set the Conversion Location to a Website or App.

Finish your ad details, including audience, placement, budget, and schedule. Next, Create your ad by selecting Catalog in Ad Setup. Then choose Single Image/Video, Carousel, or Collection.

Select the catalog and product group from your catalog that you want to advertise in. You can select Edit in the Advantage+ Creative section to see options like Advantage+ creative for your catalog or choose Dynamic Media.

To complete the creation of your Advantage+ catalog ad, add a Title and Link Description on the Feed, and by default, it will be automatically generated based on the product group you select. Next, enter the ad copy in the Main Text box.

You can also add a Call to Action button to your ad. Also, select Add Languages ​​to create ads for multiple countries and languages.

Then set up ad tracking Preview your ad and select Publish to publish your ad or select Close to save your changes.

How to customize Advantage+ Catalog Ads

In Ads Manager, you can use creative tools to customize how your catalog product images appear in your ads. Using this tool, you can crop your product images, frame your product images, add information labels from your catalog, or add product tags.

To customize your ad, you can edit an existing ad or create a new Advantage+ catalog ad. In Ad Settings, make sure Advantage+ Creative is turned off for your catalog. For Ad Creative, select Edit Creative under Creative Tools. Here, select an option from the drop-down menu:

If you select Crop, choose a cropping method that includes zooming in to cover the entire ad or zooming out to fit the entire image and adding a background color or cropping to fit the image to make the product stand out more. You cannot crop images for carousel ads. After using the creative tool to crop the photo, select Save to save the changes.

If you want to add a frame, in the Creative Tool, select Add Frame, then select Customize, then select Upload Image. Now you can select an existing image in your account or upload a new one. For the best delivery of your ad, use an image with little or no overlay text. Ensure the image has a transparent background that meets Facebook’s standards, then click Continue. Use the customization options for the frame, including opacity, size, position, lighten or darken. Finally, click Save.

When you want to add a category information label, select Category Information in the creative tool. To automatically apply the most appropriate overlays, select Automatic Overlay Text. If you want to manually select an overlay, use the drop-down menu to select the elements: price, original price, % discount, and free shipping. Then use the options to customize the catalog information including shape, font, color, opacity, and position.

To add product tags, you cannot apply cropping to the catalog for ads with carousel and collection formats. Click Add product tags in the creative tool, turn on Auto-tagging products, and click Save. This will automatically add product tags to each carousel card of your Advantage+ catalog ad campaign.

Tips for creating effective Advantage+ Catalog Ads

With this type of ad, you can target people who have already shown interest in your website or app. You can also expand your reach to a wider audience to reach people who have never visited your website or app before. While you can’t control the order or type of products that appear in your Advantage+ catalog ads, you can improve the performance of your Advantage+ catalog ad campaigns on Facebook by:

• Check for errors in your Facebook pixel and product feed, if your pixel isn’t set up correctly or your products have errors, your ads won’t be able to show relevant product recommendations.
• Keep your product feed up to date so that your Advantage+ catalog ads contain in-stock products. Make sure the prices and availability in your catalog are accurate and match the product data shown on your website.
• Create a large product lineup so that Facebook can choose the products that are most relevant to your target audience.
• Product recommendations are optimized based on the goals you have defined. You can achieve better results when optimizing for events: Purchases and registrations,…

Through the information we have shared above about Advantage+ catalog ads on Facebook and how to set up effective ads. Hopefully, you will learn more useful knowledge to deploy successful Facebook Ads campaigns.

Frequently Asked Questions