New customer acquisition and increasing brand awareness is key to expanding your customer base. Meta Advantage Plus campaigns can be a great resource to achieving this goal. Meta recently updated the targeting and reporting features within the Advantage Plus campaign type that can be used as a helpful tool in both reaching new customers, and understanding how these customers are responding to your ads. Here are three ways this campaign type can help with your new customer acquisition goals:
Targeting:
Advantage Plus allows you to target new customers, existing customers, and engaged customer lists. Engaged customers is a newly added custom audience defined as “people who are aware of your business or interacted with your products or services, but have not made a purchase.” (Social Media Today). While you have the option to target all three as one, all-encompassing campaign, you also have the option to only target new and engaged customers, and exclude the existing customer list to focus specifically on new customer acquisition.
Reporting:
The Advantage Plus campaign type allows you to break down your reporting by audience list, and measure which sales are coming from new, existing, and engaged customers. Gaining insights into how each list is interacting with your ads, allows you to tailor your messaging and assets to meet people where they are in the sales funnel.
Messaging & Creative:
Tailoring your messaging and creative to serve relevant ads to these specific audiences is crucial for optimal performance. In a new customer acquisition effort, speaking to what sets your brand apart from competitors, and why your customers believe in your brand and product can help establish trust. Updating your assets and messaging as users become engaged, and eventually existing customers will help maintain relevancy and move users down the sales funnel.
According to Meta, Advantage Plus campaigns drive a +17% improvement in cost per acquisition on average, and a +32% increase in return on ad spend (Social Media Today). If new customer acquisition is a goal for your business, consider adding an Advantage Plus campaign to your paid social strategy.
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