Case Studies

41% increase in sales with Advantage+ shopping campaigns plus usual ads, compared to usual ads alone

27% lower cost per purchase with Advantage+ shopping campaigns plus usual ads, compared to usual ads alone

The Story

 

Providing voice, internet, messaging, and convergent services, Vodacom is a South African mobile communications firm that is majorly owned by Vodafone of the UK. With operations in the DRC, Kenya, Lesotho, Mozambique, Tanzania, Ethiopia, and Egypt, it is the largest cellular network in South Africa with more than 177 million subscribers.

The Result

Automating with Advantage+ shopping campaigns

 

Vodacom opted to explore whether the automation afforded by Meta's new Advantage+ shopping campaigns would further boost outcomes as it already used Advantage+ catalogue ads in its ongoing campaigns.

Through the use of automation, Advantage+ shopping campaigns let e-commerce, direct-to-consumer, retail, and brand advertisers perhaps achieve higher performance, more personalization, and increased efficiency. These campaigns provide you more control over things like ad creativity, targeting, placements, and budget, and they also give you additional chances to optimize efforts that result in conversions.

Advertisers can unite audiences for a certain market into a single campaign structure using Advantage+ shopping campaigns rather than running multiple campaigns with segmented audiences. By eliminating audience overlap, this is intended to streamline creation and management.

A/B testing was conducted by Vodacom using its standard Advantage+ catalogue advertisements in one cell and additional Advantage+ shopping campaigns in the other. The only thing separating the two cells was the automation provided by Advantage+ shopping campaigns. Both cells featured video, carousel, and image advertising.

Vodacom's October 19–31, 2022 campaign accomplished the following by employing Meta Advantage+ shopping campaigns to automate several of its advertising processes:

Compared to just regular ads, Advantage+ shopping campaigns increased sales by 41%.
Advantage+ shopping campaigns combined with regular ads result in a 27% lower cost per purchase than regular ads alone.

Product used

Dynamic ads

Personalize your ads without any manual work.

Carousel

Show up to ten images or videos in a single ad.

Photo ads

Inspire your audience with photo ads.

Video ads

Capture attention with engaging video ads.

Measurement

Make better marketing decisions based on insights.