Advantage+

catalogue ads
Personalise your product ads to
interested shoppers at scale and
increase performance with
Advantage+ catalogue ads
Meta's premier solution for advertisers who want to
promote specific products in their inventory to both Wind & Wool Wind & Wool

existing and potential customers in a highly Sponsored • Sponsored •

personalised and scalable way.

Using machine learning, Advantage+ catalogue ads

(previously called dynamic ads) automatically deliver
the most relevant creative, product information and
links in your catalogue to people who are likely to Faux-fur red coat
£110
Shop now
Brown
$35

purchase. Shop now

Advantage+ catalogue ads is Drive online sales with new and existing customers
recommended for businesses that are Deliver the most relevant creative from their
goods sellers (e.g. consumer goods, e- product catalogue
commerce or retail) or selling inventory
online (travel, vehicle, property) looking to: Match the right product to the right potential buyer

77% of surveyed media planners who use P romote your entire catalogue to interested
shoppers, using automation to drive sales
machine tools say that they see significant performance, personalised product delivery and
time savings on manual tasks.2 efficiency for your team with Advantage+ catalogue
ads. Achieve:

68% of online shoppers agreed: "I want my Personalisation: Connect relevant products to the
shopping experiences to be personalised
right people where they spend their time.
based on my unique interests and Performance: Improve your product sales with
preferences.1" machine learning.

E fficiency :
Drive efficient sales of your catalogue
so that your team can focus on bigger strategies
beyond product levels.

1
S ource: " Discovery-led S hopping Study " by GFK* * Meta-commissioned online survey of 12 ,000 + respondents aged 18 -74 in AU, BR ,
C A, F R ,
D E , I N , I D, M X , SK , J P, UK , US , Q 2 2022 . Q ualifying respondents shop
online at least twice a month and made an online purchase of beauty, furniture,
2
S ource: Facebook I n 2019 - 2020 conducted a survey electronics and /or clothing in the past three months at the time of the study ;
of 148 media buyers in the US . q uestions cited A 08, C04.
 Case study
Machine learning optimises performance Lucky Shrub
TOG24
Sponsored •

The English retailer TOG24 saw big performance lifts when

they worked with a Meta Business Partner feedfirst Media,
to drive sales with Advantage+ catalogue ads

69% 3X 3.5X
decrease in cost return on incremental
per conversion ad spend purchases
with Advantage+ catalogue ads for broad audiences plus retargeting
for Advantage+ catalogue ads

Formats
While static ads are manually uploaded, Advantage+
catalogue ads are personalised ads that are
automatically customised to present shoppers with
the most relevant creative for them.

Catalogue Ads formats (e.g. carousel) Advantage+ catalogue ads

or

User A User B

Personalised by ads ranking based on

user behaviour

You can select the best format for your needs: Wind & Wool
Sponsored •
Wind & Wool
Sponsored •
Wind
Lucky&Shrub
Wool
Sponsored ••

Single image or video: a clean simple format to feature

engaging imagery or video pulled in from your catalogue

Carousel: showcase up to 10 images or videos in a single ad

Faux-fur red coat Brown
Shop now
£110 $35

Collection: feature a group of items that open up into a Shop now

full-screen mobile experience

Single image Carousel Collection

or video
 How to create Advantage+ catalogue ads

Step 1 In Commerce Manager 1

Commerce accounts

Create a catalogue in Commerce Manager.

+ Add catalogue

This allows you to set targets and filters

for your campaign.

Step 2 In Events Manager

Install the Meta pixel or SDK, Catalogues

+ Add catalogue

Conversions API and set up parameters.

This allows the platform to

2

communicate and take advantage of Add items

machine learning, retargeting and

personalisation.

Step 3 In Commerce Manager – Events tab

Connect the Meta pixel or SDK to your

catalogue. 

 Pixel

This allows the data to flow, delivering Next

insights and results.

3 Pixel

Meta pixel
Step 4 In Ads Manager

RunAdvantage+ catalogue ads in Ads Create pixel

Manager.

4 + Create
Create new campaign

S elect
the Sales objective (either Advantage+
shopping campaigns or manual sales
campaigns) and toggle on catalogue or
upload creative source from catalogue. Sales

Note Sales

Advantage + catalogue ads are also Continue

available for the Leads, Traffic and App

promotion objectives, but Sales is the
Ad setup

most popular. Creative source

Creative source

Catalogue+
Catalogue+

Publish
Publish
 Best practices for the best results

Maximise audience targeting by activating both

Did you k now?
prospecting and retargeting audiences without

constraints and allow maximum budget flexibility

You can see greater ad performance by using
Advantage+ catalogue ads within Advantage+
across audiences to reach new and existing
shopping campaigns. Using these together
customers with high intent.
could help you reach more new customers
compared to Advantage+ catalogue ads alone.
Have at least 20 items in your catalogue to ensure

higher product availability for more personalised

campaigns.

Set up one catalogue and aim for a match rate of

at least 75% (and ideally over 90%), which you can

set up and see in the Events tab of Commerce

Campaign name
Manager.

Divide your catalogue into product sets if you can

reach at least 20 items per product set. Product sets

can help you adjust your Advantage+ catalogue ads

based on more specific goals (i.e. important product

categories, product margin, product performance or

sales/promotions).

Use diverse creative in your catalogue to show

people your products in different formats and/or with

additional details.

E nsure that your pixel and /or C onversions API are

installed correctly to help lower your cost per result

and increase sales. Wor k with your Meta Technical

Pro for personalised help.

Test and consider selecting "We b site and shop" as

your conversion destination if you have a shop with

chec kout enabled to allow Meta to send people to the

platform where they ' re most li kely to convert.

Other resources

About Advantage+ catalogue ads

Meta Advantage : How you can use A I and automation to drive results for your business

Advantage+ catalogue ads case studies