Advantage+ Shopping Campaigns

Advantage+ shopping campaigns is a solution that enables ecommerce and retail direct-to-consumer and brand advertisers to potentially achieve better performance, greater personalization and more efficiency. These campaigns provide greater flexibility to control levers such as creative, targeting, placements and budget, and more opportunities to optimize campaigns that drive conversions.

Advantage+ Shopping Campaigns empower advertisers to use automation and AI to:

• deliver campaigns at scale with sustained performance
• increase efficiency with minimum effort to set up and manage different campaigns

It replaces a portfolio of manual sales campaigns using a combination of targeting, bidding, destination, creative, placement and budget set-ups within a single campaign to test up to 150 different combinations and optimize for the highest performing ads.

Learn more about the context and benefits of ASC in our blog.

Manual Campaign Setup Compared to Advantage+ Shopping Campaigns

This document outlines the steps you need to follow to set up your integration for Advantage+ shopping campaigns. You will need to:

1. Define Existing Customers
2. Create Campaign
3. Verify Campaign Creation
4. Create Ad Set
5. Provide Creative and Create Ads
6. Set Minimum Age Constraint and Geo Exclusion (See Ad Account Controls reference doc)
7. Have a pixel_id to set up Advantage+ Shopping Campaigns

Step 1: Define Your Existing Customers (Optional)

Optionally, Advantage+ shopping campaigns allow you to define your existing customers as a collection of custom audience IDs. Your existing customers are users who are already familiar with your business/product. Once this definition is set up, you can use this to segment your budget for Advantage+ shopping campaigns to limit spend on existing customers via existing_customer_budget_percentage. We will also provide you with metrics reporting the performance of your campaigns among these different segments. This step is not required unless you plan on using existing_customer_budget_percentage.

Example

curl -X POST \
  -F 'existing_customers=[<CUSTOM_AUDIENCE_ID>, <CUSTOM_AUDIENCE_ID>]' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>

For more information on tracking new and existing audiences in third-party tracking tools, see Audience Type URL Parameters.

Step 2: Create Campaign

Start by creating your ad campaign. To do this, make a POST request to /act_{ad_account_id}/campaigns.

• Set campaign_objective to OUTCOME_SALES
• Set smart_promotion_type to AUTOMATED_SHOPPING_ADS to indicate that the campaign you’re creating is an ASC campaign

Parameters

Campaign Create Example

curl -X POST \
  -F 'name=Advantage+ Shopping Campaign' \
  -F 'objective=OUTCOME_SALES' \
  -F 'status=ACTIVE' \
  -F 'special_ad_categories=[]' \
  -F 'smart_promotion_type=AUTOMATED_SHOPPING_ADS' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/campaigns

Response

{
   "id": "<campaign_id>"
}

Updating

You can update a Campaign by making a POST request to /{campaign_id}.

Parameters

Campaign Update Example

curl -X POST \
  -F 'name=Advantage+ Shopping Update Sample Campaign' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/<CAMPAIGN_ID>

Step 3: Verify Campaign Creation

To verify that you have successfully created an Advantage+ shopping campaign, you can make a GET request to /<AD_CAMPAIGN_ID> with the field smart_promotion_type.

A valid Advantage+ shopping campaign will return the field value AUTOMATED_SHOPPING_ADS.

Example

curl -X GET -G \
  -d 'fields=smart_promotion_type' \
  -d 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/<AD_CAMPAIGN_ID>

Response

{
  "smart_promotion_type": "AUTOMATED_SHOPPING_ADS",
  "id": <AD_CAMPAIGN_ID>
}

Step 4: Create Ad Set

Once you have completed the campaign creation, you can create an ASC ad set. Make a POST request to /act_{ad_account_id}/adsets.

Only one Ad Set can be associated with each ASC campaign.

For a lightweight Ad Set creation:

• Set performance goal to maximize the number of conversions (optimization_goal=OFFSITE_CONVERSIONS)
• Use auto-bidding (bid_strategy=LOWEST_COST_WITHOUT_CAP)
• Target by ISO country code using geo_locations field
• Choose either a daily_budget or a lifetime_budget. If you choose to specify a lifetime_budget, you must also set the end_time
• Set the conversion location to website under the promoted_object by specifying the pixel_id for your website and setting custom_event_type=PURCHASE
• Set billing_event=IMPRESSIONS. This is the only supported billing event for ASC.

Parameters

Ad Set Create Example

curl -X POST \
  -F 'name=Advantage+ Shopping Sample Ad Set' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'promoted_object={ "pixel_id": "<PIXEL_ID>", "CUSTOM_EVENT_TYPE": "PURCHASE" }' \
  -F 'daily_budget=<NUM>' \
  -F 'existing_customer_budget_percentage=<NUM>' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'targeting={"geo_locations": {"countries": ["US"]}}' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/adsets

Example Response

 "id": "<adset_id>"

Ad Set Create Example where bid_strategy=COST_CAP:

curl \
  -F 'name=My Ad Set' \
  -F 'optimization_goal=OFFSITE_CONVERSIONS \
  -F 'billing_event=IMPRESSIONS'
  -F 'bid_strategy=COST_CAP'
  -F 'bid_amount=200' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={"geo_locations":{"countries":["US"]}}' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/<VERSION>/act_<AD_ACCOUNT_ID>/adsets

Ad Set Create Example where bid_strategy=LOWEST_COST_WITH_MIN_ROAS:

  curl \
  -F 'name=My Ad Set' \
  -F 'optimization_goal=OFFSITE_CONVERSIONS \
  -F 'billing_event=IMPRESSIONS'
  -F 'bid_strategy=LOWEST_COST_WITH_MIN_ROAS
  -F 'bid_constraints={"roas_average_floor": 1000} \
  -F 'daily_budget=1000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={"geo_locations":{"countries":["US"]}}' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/<VERSION>/act_<AD_ACCOUNT_ID>/adsets

Updating

You can update an Ad Set by making a POST request to /{ad_set_id}.

Parameters

Ad Set Update Example

curl -X POST \
  -F 'name=Advantage+ Shopping Sample Updated Ad Set' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/<AD_SET_ID>

Step 5: Provide Creative and Create Ads

Once you have an ad set, you can create your ad by posting to the /act_{ad_account_id}/ads endpoint. Creating Ads in Advantage+ Shopping Campaigns follows the same process as in manual sales campaigns. Please refer to the links below to create Ads under Advantage+ Shopping Campaigns:

• Manual Ads (non-Catalog Ads)
• Advantage+ Catalog Ads (formerly known as Dynamic Ads)
• Shops Ads
• Localized Catalogs (or Advantage+ Catalog Ads for Multiple Languages or Countries)

Parameters

{
        "creative": {
          "name": <NAME>, 
          "object_story_spec": <SPEC>,
          "product_set_id": <PRODUCT_SET_ID>
        }
}

Ad Create Example

curl -X POST \
  -F 'name=Advantage+ Shopping campaign Sample Ad' \
  -F 'adset_id=<ADSET_ID>' \
  -F 'creative={"name": <NAME>, "object_story_spec": <SPEC>}' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/ads

Individual Ad Scheduling

Individual Ad Scheduling allows advertisers to have more granular control to run their Ads during a specific time period by scheduling the start and end time. This feature is available for all campaign types.

Example

{
  "ad_schedule_end_time": "2024-07-30T09:00:00+0100",
  "ad_schedule_start_time": "2024-07-26T12:00:32+0100"
}

These are the parameters.

Creative Fields

Create Creative Example

curl -X POST \
  -F 'object_story_spec=<SPEC>' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/adcreatives

Updating

You can update an Ad by making a POST request to /{ad_id}.

Parameters

{
    "creative": {
      "name": <NAME>, 
      "object_story_spec": <SPEC>,
      "product_set_id": <PRODUCT_SET_ID>
    }
}

Ad Update Example

curl -X POST \
  -F 'name=Advantage+ Shopping campaign Sample Update Ad' \
  -F 'creative={"name": <NAME>, "object_story_spec": <SPEC>}' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/<AD_ID>

Step 6: Ad Account Controls (Optional)

If your business has constraints, such as unable to show ads to people under a certain age, or is restricted to some countries, you can use Ad Account controls to choose how your ads are delivered. These constraints will apply across all new and existing campaigns (manual sales and ASC) across the account.

You can set the following optional features at the Ad Account Control level:

1. Minimum Age Constraint: You can set the minimum age from 18 to 25. You cannot set the maximum age.

2. Exclude Geo Locations: You can exclude certain locations from ad delivery based on country, state/province, city, DMA or zip code. See targeting search for available values.

3. Geo Inclusions: You can include locations at the country level.

4. Placement Exclusions: You can exclude certain placements to prevent ads appearing on specific surfaces. Available placements for exclusions are Audience Network, Facebook Marketplace, and Facebook’s Right Column. See available values on the Marketing API.

Step 6a: Define Constraints

Make a POST request to /act_{ad_account_id}/account_controls:

• Set age_min to a value between 18 - 25

• Exclude locations you do not want your Ads to deliver in using exclude_geo_locations

• Exclude ad placements where you do not want your Ads to appear using placement_exclusions

• Include a specific country

Example Request

curl -X POST \
-F 'audience_controls={
"age_min": 20, 
"excluded_geo_locations": {"countries": ["US"]}' \
"geo_locations":{"countries": ["GB"]} \
-F 'placement_controls = {"placement_exclusions": ["facebook_marketplace"]} \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/account_controls  

Example Response

{
  "id": "<ad_account_business_constraints_id>",
  "success": true
}

Learn More

• How to Create a Custom Audience
• Campaigns
• Ad Sets
• Ads
• Ad Creative
• Ad Recommendations
• Ad Creative Object Story Spec
• Cross-channel conversion optimization for Advantage+ shopping campaigns