V BEAUTY PURE

V Beauty Pure had been enthusiastic about adding Advantage+ shopping campaigns to its ad strategy on Instagram and Facebook. Advantage+ shopping campaigns use artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes.

Rather than manually setting up several different campaigns with a patchwork of targeting, creative, placements and budgets, advertisers can set up a single Advantage+ shopping campaign to test up to 150 different combinations, and then optimize for the highest performing ads.

The team at Meta encouraged V Beauty Pure to also test pairing its Advantage+ shopping campaign with Shops ads^* to see if this combination could drive even more efficient performance than either solution could on its own.

Advertisers can add Shops ads to their Advantage+ shopping campaigns with just a simple click. By using them both together, paid traffic would automatically be diverted to either the advertiser’s website—or to its Shop on Instagram and Facebook. That’s because Meta’s algorithm uses machine learning to seamlessly send people where it thinks they are most likely to make a purchase—a brand’s website or its shop on Instagram and Facebook—based on people’s past behaviors.

The team ran an A/B test that consisted of:

• Cell A: An Advantage+ shopping campaign that directed people to V Beauty Pure’s website
• Cell B: An Advantage+ shopping campaigns with “Website and shop” as the conversion location, which automatically directed people to V Beauty Pure’s website or to its Shop

All other campaign elements—such as ad formats, placements, audiences and budget—were the same across cells. The results revealed that the Advantage+ shopping campaign and Shops ads worked best together, because having V Beauty Pure’s Instagram and Facebook Shop as an additional conversion location enabled the brand to reach more shoppers than it could have with the Advantage+ shopping campaign alone. This also enabled a more seamless experience for all shoppers.

V Beauty Pure determined the results of the June 29‒July 20, 2023 ad campaigns using reporting data from an A/B test in Meta Ads Manager, which revealed:

^*Shops ads are available to any business with a Shop that is onsite checkout-enabled. Checkout-enabled Shops are currently available to businesses in the US.