Advantage+ Campaign Experience for Sales, App, and Leads

This guide shows you how to create Advantage+ sales and app campaigns with advantage_state set to advantage_plus_sales or advantage_plus_app. These campaigns will be displayed in Ads Manager as Advantage+ sales (or app) campaign "ON" with the associated performance benefits. Advantage+ sales and app campaigns are the updated, streamlined versions of Advantage+ shopping campaigns and Advantage+ app campaigns.

In this new setup, all sales and app promotion campaigns can benefit from the AI optimizations that drive performance for Advantage+ shopping and app campaigns today. The complete range of ad tools will remain available to meet businesses’ needs.

You will need to ensure the campaign includes Advantage+ audience, Advantage+ campaign budget, and Advantage+ placement for the campaign to have the Advantage+ state enabled, as reflected in the advantage_state field set to a value other than DISABLED.

Note: No action is required to opt in to Advantage+ placement, as it is the default setting in the API.

Create an Advantage+ Campaign

Step 1: Choose an objective for the ad campaign

• OUTCOME_SALES: Use this to achieve the same performance results of an Advantage+ shopping campaign when opted into the following automation settings.
• APP_INSTALLS: Use this to achieve the same performance results of an Advantage+ app campaign when opted into the following automation settings.
• OUTCOME_LEADS: Use this to achieve an Advantage+ leads campaign. Advantage+ leads campaigns are designed to maximize the performance of your leads campaigns with less set up time and greater efficiency. Using AI, Advantage+ leads campaigns can help you generate qualified leads by delivering your ads to more relevant audiences on more effective ad placements.

Step 2: Set the required Advantage+ criteria

You can create an ad campaign that uses the same automation levers as an Advantage+ shopping campaign or Advantage+ app campaign using the following settings:

Advantage+ placement state automation criteria

• No placement targeting or exclusions should be set, so all available placements will be eligible.
• All ad sets in the ad campaign must fit this criteria or the ad campaign will reflect advantage_state: DISABLED due to placement restrictions (i.e., advantage_placement_state: DISABLED).
• Placement exclusions may be set on the ad account level and the campaign will still be eligible for an advantage_state value that is not DISABLED.

Advantage+ budget state criteria

• The budget is configured at the ad campaign level using a supported bid strategy

Advantage+ audience state criteria

Any of the following criteria may be used. Note: The following behavior must be applied to at least one ad set in the ad campaign.

• (Recommended) Opt into Advantage+ audience with "targeting_automation": {"advantage_audience": 1}.
• No targeting parameters set besides geo_locations, which are allowed.
• (Advanced setup) Individual targeting options are allowed, but with relaxation. For more details on how to enable relaxation for individual targeting options, refer to the following documentation:
  • Advantage Lookalike
  • Advantage Custom Audience
  • Advantage Detailed Targeting
  • Advanced Targeting: Enable Age and Gender as Suggestions

Step 3: Verify the advantage_state_info opt-in

Once opted into these three automation levers, the ad campaign will reflect the following advantage_state at the ad campaign level in advantage_state_info depending on the objective.

GET /v24.0/<CAMPAIGN_ID>?fields=name,objective,advantage_state_info

objective: OUTCOME_SALES

advantage_state_info: {
 advantage_state: ADVANTAGE_PLUS_SALES
 advantage_budget_state: ENABLED
 advantage_audience_state: ENABLED
 advantage_placement_state: ENABLED
}

objective: APP_PROMOTION

advantage_state_info: {
 advantage_state: ADVANTAGE_PLUS_APP
 advantage_budget_state: ENABLED
 advantage_audience_state: ENABLED
 advantage_placement_state: ENABLED
}

objective: OUTCOME_LEADS

advantage_state_info: {
 advantage_state: ADVANTAGE_PLUS_LEADS
 advantage_budget_state: ENABLED
 advantage_audience_state: ENABLED
 advantage_placement_state: ENABLED
}

DISABLED state

If any of the levers advantage_budget_state, advantage_audience_state, or advantage_placement_state are DISABLED, the advantage_state within advantage_stage_info will be DISABLED.

advantage_state_info: {
 advantage_state: DISABLED
 advantage_budget_state: DISABLED
 advantage_audience_state: ENABLED
 advantage_placement_state: ENABLED
}

A campaign must have advantage_budget_state, advantage_audience_state, and advantage_placement_state set toENABLED in order to have the advantage_state set to ADVANTAGE_PLUS_SALES, ADVANTAGE_PLUS_APP, or ADVANTAGE_PLUS_LEADS.

If any of the automation levers return DISABLED, the advantage_state will reflect DISABLED.

The advantage_state field and its sub-fields advantage_budget_state, advantage_audience_state, and advantage_placement_state are read-only state information flags that can be queried, but are set by configuring the Advantage+ automation levers.

Note: Campaigns created with an advantage_state of ADVANTAGE_PLUS_SALES, ADVANTAGE_PLUS_APP, or ADVANTAGE_PLUS_LEADS will reflect a smart_promotion_type of GUIDED_CREATION.

Replicate Advantage+ Shopping Campaign Performance with Advantage+ Campaigns

1. Set your ad campaign objective to OUTCOME_SALES.
2. Refrain from setting placement targeting or placement exclusions.
3. Configure a budget at the ad campaign level with a bid_strategy with LOWEST_COST_WITHOUT_CAP (recommended), COST_CAP, LOWEST_COST_WITH_BID_CAP, or LOWEST_COST_WITH_MIN_ROAS.
4. Refrain from setting any targeting parameters besides geo_locations, or opt into Advantage+ audience.

Replicate existing_customer_budget_percentage behavior

To replicate existing_customer_budget_percentage behavior for your ad campaign, create two ad sets per ad campaign that separate existing customers from new customers.

1. Set up a custom audience that defines your existing customers and have its custom audience ID.
2. Set your budget at the ad campaign level using Advantage campaign budget.
3. Create an ad set by making a POST request to /act_<AD_ACCOUNT_ID/adsets.
   1. Set a maximum spending limit for the ad set:
      "daily_min_spend_target": "X", "daily_spend_cap": "X"
   2. Set the custom_audience settings to include the custom audience that you consider your existing customers. Make sure this is not a suggestion or relaxed by ensuring that targeting_relaxation_types is set to 0 for custom audiences.

      {
        "targeting":{
          "geo_locations":{
            "countries":["US"]
          },
          "custom_audiences":[{
            "id":<CUSTOM_AUDIENCE_ID>
          }],
          "targeting_relaxation_types":{
            "custom_audience":0
          }
        }
      }
      

4. Use the same creative settings in both ad sets. Then, you can create your ad with the /act_<AD_ACCOUNT_ID>/ads endpoint.
   
   Creating ads with an Advantage+ state follows the same process as in manual sales campaigns. Refer to this documentation to create ads to with an enabled Advantage+ state:
   • Manual Ads (non-Catalog Ads)
   • Advantage+ Catalog Ads
   • Shops Ads
   • Localized Catalogs (or Advantage+ Catalog Ads for Multiple Languages or Countries)
5. Duplicate your ad set, but edit it so that it includes a custom audience exclusion to exclude people who are your existing customers. You can:
   • Include a second ad set in your POST call in step 3 with the exclusion of your custom audience that represents your existing customers.
   • Repeat steps 1-4 to create a second ad set but ensure that your custom audience of existing customers is set to exclude.
   • Use the /adcopies endpoint to duplicate your first ad set, then make a POST call to edit the ad set to exclude the custom audience ID of existing customers.

   {
     "targeting":{
       "geo_locations":{
         "countries":["US"]
       },
       "age_min":25,
       "age_max":40,
       "excluded_custom_audiences":[{
         "id":<CUSTOM_AUDIENCE_ID>
       }],
     }
   }
   

You have created a new ad campaign with a spending limit on existing customers. It will run after review.

Migrate Advatage+ Shopping Campaigns and Advantage+ App Campaigns into Advantage+ Campaigns

Limitations

• Advantage+ app campaigns can only be migrated, not copied, into the Advantage+ format.
• Advantage+ shopping campaigns using existing_customer_budget_percentage cannot be migrated to the Advantage+ structure using the Marketing API. Open the campaign in Ads Manager to migrate to the Advantage+ structure.
• Advantage+ shopping campaigns with more than 150 ads cannot be migrated to the Advantage+ structure using the Marketing API. Open the campaign in Ads Manager to migrate to the Advantage+ structure.

Copy and migrate

You can copy your Advantage+ shopping campaign into a new campaign in the Advantage+ structure with the migrate_to_advantage_plus parameter.

Example request

curl -X POST <AD_CAMPAIGN_ID>/copies?migrate_to_advantage_plus=true

Example response

{
  "copied_campaign_id": "6877326900432",
  "ad_object_ids": [
    {
      "ad_object_type": "campaign",
      "source_id": "6877313029432",
      "copied_id": "6877326900432"
    }
  ]
}

When the new campaign (copied_id) is queried, it will reflect a smart_promotion_type of GUIDED_CREATION and will have advantage_state_info details.

Campaigns using existing_customer_budget_percentage

Campaigns using existing_customer_budget_percentage can only be migrated to the Advantage+ structure by duplicating the campaign in the Ads Manager. You may open the campaign in Ads Manager for instructions on how to duplicate into the Advantage+ structure. For recreating as a new campaign, see the Replicate Existing Customer Budget Percentage section.

Migrate only

If you would like to keep the same campaign IDs, you can use the migrate_to_advantage_plus field to migrate your Advantage+ shopping campaigns/Advantage+ app campaigns into the Advantage+ format.

Example request

curl -X POST <AD_CAMPAIGN_ID>?migrate_to_advantage_plus=true

Example response

{
success: <BOOLEAN>
}

The campaign will then reflect a smart_promotion_type of GUIDED_CREATION and will have advantage_state_info details.

FAQ