Can I run multiple ASCs at the same time?
Running multiple Advantage+ Shopping Campaigns (ASCs) within one account on Meta has traditionally been seen as unknown at best, or unwise at worst. Many advertisers believed it was better to focus their efforts and budget on a single ASC to push the most data (and budget) to one to consolidate learnings and vertically scale that campaign. However, we recently discussed running multiple ASCs in a single ad account at once in the Foxwell Founders Membership on the Small Spenders Cohort call, where members meet twice a month and discuss their small spending accounts, what’s working, what’s not, obstacles they’re working to overcome, and more. The findings from the cohort call is that there is an emerging trend where advertisers find value in running multiple ASCs concurrently. The change seems particularly impactful for businesses with substantial advertising budgets and a diverse product range, though can still be successful if done for the right reasons in small accounts.
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It is true that ASCs require a significant budget, making them less feasible for businesses operating on smaller spends. We usually suggest a minimum budget of a daily budget of at least 2x the in-platform CPA for an ASC, and the ability to run the campaign at that budget for no less than 14 days without changing or editing the campaign, regardless of performance. However, regardless of spend, the overarching principle remains the same: multiple ASCs become more feasible as your budget increases, as ASC does require more budget than a standard conversions campaign.
This isn’t to say multiple ASCs on a small spend WON’T work. If you're operating on a limited budget, you should only consider running more than one campaign if you have a compelling reason to do so. Good reasons can vary, but may include advertising to different countries or regions with a different ASC for each, or having different product sets that are targeted to vastly different audiences, so therefore, need separate campaigns, among others.
A key factor to consider when deciding to run multiple ASCs is the nature of your product. Is it something customers would buy repeatedly, or is it a one-time purchase? If your product encourages repeat purchases, running separate campaigns for different customer segments could prove beneficial. For instance, one campaign could target new customers, while another focuses on retargeting previous purchasers, thereby maximizing your advertising efficiency.
Furthermore, the stage at which your customers are in the purchase journey may also impact your decision. Are they already familiar with your brand, or will they need some convincing? What barriers do they need to overcome? Addressing these questions can help determine the optimal number of ASCs to run and how to allocate the budget between them.
It is important to remember that each brand is unique, and a one-size-fits-all approach doesn't apply to ASCs. It's crucial to understand your customer's purchasing habits, product preferences, and potential barriers they face during the buying process. Tailoring your ASCs based on these insights can lead to greater success.
Interestingly, Facebook's algorithms might already possess the ability to distinguish between different product sets and their associated audiences within a single ASC. If this is the case, launching separate campaigns for each audience might be unnecessary. However, the nuances of Facebook's algorithms are not fully known, and testing remains the most reliable way to determine the best approach.
As always though with testing something new and different in any ad account, it is essential to monitor the performance of your campaigns closely and adjust as necessary to optimize results. Just remember that ASCs take time to optimize, so don’t make any changes tooooooo quickly. Our motto with optimizing ASCs: Be like Goldilocks. Wait until it’s juuuuuuust right. :)
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