Value Rules & Advantage+ actually working?
Hi All,
Appreciate this page being set up to actually discuss creating better advertisements and usage methods. I know META has not been performing all that well since February and I am not here to hash that out, as that appears to be all over the the old forum.
I would like to know what everyones thoughts are on the current Advantage+ (ADV+), Value Rules, and if it is still worthwhile to use? Am I better off just inputting my own data, location, etc?
A bit about me; New(ish) fashion brand, scaling social media platform, mixed with ads pushing new product drops. Customer (and follower) Age is 25-44, mixed 55/45 split on men and women (currently), primarily in NYC area, LA area, and Miami. All Ads attribute to Add to Cart or Purchase (except for awareness/promotional ads). Typical setup is a CBO testing 2 ad sets with 3-4 creatives per ad set, then scale the winners.
I am struggling to justify ADV+, but my findings are as follows;
- When testing new creatives or copy via image/static and video ads, ADV+ has exceptionally poor copy changes, poorly written, with too many emoji's, and adds terrible music and weird effects to the video and images - none of which match branding or aesthetic. I am resigning to turn these off, even though it decreases my "opportunity score" (which I feel is a scam now anyway to rely even further on their AI). None of the ADV+ changes appears to bring value to the creative or to the data.
- When testing new creatives with ADV+ turned fully on (with or without Value Rules guiding more spend to my target market location, age, and gender); ADV+ appears to love to spend 60%+ of my budget on FB with people over the age of 65+, which is not even close to the age of my actual target and customers, of which META says it has (never changed my pixel, I share all data). Most of my customers and sales growth have come from Instagram, which is tracked via my Shopify (and triplewhale), so I am unsure why the high spend on FB? Winning ads have slowed dramatically because of this in the past 2 weeks.
- Value Rules - when trying to bid for higher spend on my Target Market (TM), it appears to sort of work, but ADV+ seems to override all my inputs, especially on locations and age and platform. I just started testing this out, so maybe it is still in the learning phase, but has anyone found these to be helpful recently?
Winners are coming more slowly with bad learnings from ADV+, so am I better off manually inputting all my data and locations (etc.) than trying to let ADV+ figure it out? ( Which is seemingly what all the "gurus/coaches" on youtube keep saying - test creatives & copy, let the AI do the audience development.)