Summary: Advantage+ Shopping (ASC) scales when you feed the system with a clean catalog, native video and new-customer rules. Split roles (acquisition vs returning), document kill rules, and refresh your catalog weekly.
1) Feed hygiene
- Titles with searchable attributes (brand, model, size, color, material, use-case).
- GTIN/MPN, multiple images, region-aware price and availability.
- Occasion-based bundles to lift AOV.
2) Creative sets (video-first)
- Reels 15–30s, hook in 3s, quick demo, social proof.
- UGC creators (6–8) with 2–3 angles each; rotate every 2–3 weeks.
3) New vs returning
- Prospecting: new-customer rules + exclude recent purchasers.
- Returning: offers, replenishment and cross-sell; dynamic catalog.
4) Measurement and windows
Align window (7d click/1d view) with buying cycle. Triangulate Meta x GA4 x LTV. Make portfolio decisions by MER/CAC.
Checklist
- Feed reviewed weekly; rich attributes in place.
- 8–12 creatives live; refresh biweekly.
- New-customer rules enabled; exclusions correct.
- Kill rules after ~2x tCPA without qualified conversions.
Internal links
Conclusion
ASC rewards good inputs. Maintain the feed, run native video, protect acquisition — the algorithm will do the rest.