Thread by @binghott

Attention Meta advertisers:

Learn how to control your ad targeting, view reporting breakdowns, and set specific UTMs for Advantage+ Shopping Campaigns (ASC) with this helpful guide:

By default, ASC targets *all users*, including existing customers.

Most advertisers don't know you can/need to add your existing customer lists at the *ACCOUNT* level.

YES, you should do this even if you don't want to exclude your existing customers.

Once you add your existing customer lists you'll be able to:

1. Control how much you want ads to be targeting existing customers
2. View a breakdown of new vs existing customers in reporting
3. Set specific UTMs based on new/existing customers.

Go to your ad account settings and select your existing customer lists.

I strongly recommend using *both* pixel-based customer lists AND customer lists from your site (Shopify/Klaviyo/etc) for the most accurate control and reporting.

1. Here's what it looks like when you can control the % cap in the ASC settings (you can set it to 0% if you'd like!):

2. Here is how to find the new vs existing customer breakdown in Ads Manager.

Sadly, this breakdown ONLY works for ASC, and not other normal campaigns.

Advertisers can let Meta target existing customers while understanding how much it allocates.

3. You can set specific new vs returning UTMs at the account level.

This can help with external reporting annnnd might be interesting to match up FB's understanding of "existing customers" vs an external tracking/attribution system.

Some more notes from my experience with ASC so far:

1. I've heard of some advertisers adding visitor lists to this existing customer feature with the thought that it would create a true cold/hot prospecting/retargeting split, but I wouldn't recommend using the tool this way!

2. ASC has been very successful for most businesses I work with, especially the ones that are ok with the traditional lines of prospecting/retargeting blurring.

Just remember that it's not doing pure "prospecting" anymore, and that's ok! It's actually good!

3. To get the most value out of your ads, particularly with ASC, use engaging content that makes sense to people that are unfamiliar with your brand/product (it will still make sense to people familiar)

4. When running other campaigns alongside ASC, be mindful of how the system prioritizes delivery.

For example, if you're running a lot of prospecting ad sets excluding visitors, your ASC campaign can effectively become a de facto retargeting campaign.

5. You can't set bids or cost caps, so you need to control the budget a little more closely, but don't get on the CPA/budget roller coaster🎢:

https://twitter.com/binghott/status/1631655926594691073

What else did I miss?

What other ASC tips do you have?

If you found this useful, please consider giving me a follow and liking/RTing the first tweet or your fav from the thread.

https://twitter.com/binghott/status/1641131683331162131

If you'd like more from me, (including my Ugly Ads swipe file and newsletter!) check out my link page: bhott.com

I have some openings for new clients and I also offer hourly consulting, or I can help you find the right agency or partner for your business.

If you found this interesting, check out my thread about the rise of ASC and the death of TOFU/BOFU

https://twitter.com/binghott/status/1641822417667465216?s=20