In recent years, Facebook has introduced several new advertising options for e-Commerce businesses. One such option is the Tailored Sales campaign, which is designed to streamline the advertising process and provide better results for businesses. But how does this new campaign type perform compared to the traditional Manual Sales campaign? In this blog post, we’ll take a deep dive into the key metrics and compare Tailored Sales campaign benchmarks with the Manual Sales campaign.
Furthermore, we’ll explore how businesses can use data to determine which campaign type is the best fit for their specific needs. So, let’s get started!
Let’s start by explaining what exactly a Tailored Sales campaign is.
Facebook (Meta) says that with Tailored Sales campaign you can maximize performance with less effort compared to the manual setup experience.
So, with tailored campaigns, you’ll get the full potential of your ads. How it works, you may ask? Well, they work on built-in performance drivers.
That means you set the objective and Facebook will preload your campaign with the right settings to help achieve your advertising goal and deliver better results.
Also, the setup is simple. All you have to do is focus on your creatives while Facebook is taking care of your key ad settings.
And, the last one is automatic optimization. This means that some preselected settings use their ad automation technology to help uncover opportunities to reach more customers that you might have missed by setting up your campaign manually.
How to create Tailored Sales Campaign?
Now, let’s see how you create a Tailored Sales campaign.
Step 1: First, go to Adds Manager on your desktop. Currently, Tailored campaigns aren’t available on mobile.
Step 2: Click Create. Next is to choose the campaign objective.
Step 3: As we mentioned before, here is the time to select one of four campaign objectives, and then you’ll see the tailored campaign setup option if you’re eligible. For e-commerce businesses, we always recommend going with sales objective.
But, is it Tailored campaign better than manually creating a Sales campaign? Let’s explore this more.
Tailored Sales Campaign Benchmarks
First, to provide a thorough comparison between the Standard Sales campaign and the Tailored Sales campaign, it is important to conduct tests in a controlled environment.
In this case, it means using the same ad creative, landing page, and audience targeting for both campaign types.
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By doing so, you can accurately compare the results of each campaign type and determine which one performs better for your business. Let’s dive deep into Tailored Sales campaign benchmarks!
In our test, we found that Tailored Sales campaigns had an average CPM of $25, which was 80% higher than the average CPM of $14 for Manual Sales campaigns.
In addition, the CTR for Tailored Sales campaigns was slightly lower at 2.41% compared to 2.56% for Manual Sales campaigns.
The CR for Tailored Sales campaigns was significantly higher at over 40%, but the higher CPM and lower CTR did not justify the increase in CR.
As a result, the ROAS was almost 45% lower with Tailored Sales campaigns compared to Manual Sales campaigns.
Conclusion
In conclusion, the results of our test showed that Manual Sales campaigns outperformed Tailored Sales campaigns in terms of ROAS and CAC.
However, it’s important to note that these results may vary from business to business, and the best campaign type for your business may depend on various factors such as audience targeting, ad creative, and landing pages.
And at the end, we like to share with you that we recently posted updated benchmarks, insights, and best practices regarding Advantage+ Shopping campaign. If you’re interested in knowing how your campaign is performing, we highly recommend that you check it out.
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