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    Meta Advantage+ Drives Incremental Sales Efficiently At Scale

    The Brief

    Pom Pom London (PPL) is a UK-based luxury accessories brand passionate about creating high-end but affordable pieces. They’re known for their high-quality leather bags and extensive range of interchangeable straps, giving customers a bag to go with every outfit.

    We have been leading growth at PPL for nearly 4 years now since November 2019 and have helped them go from fulfilling a few orders a day in a family home, to becoming a 8-figure brand operating globally, entirely bootstrapped and at an industry leading EBITDA.

    The Context

    The performance marketing landscape has been changing rapidly over the past few years which in large part is driven by privacy concerns, resulting in announcements like Google Chrome deprecating 3rd party cookies for advertising measurement in the near future as well as Apple’s App Tracking Transparency framework, which was rolled out in the iOS14.5 update in June 2021.

    Both changes, particularly Apple’s ATT policy, have resulted in big changes in how ad platforms which drive traffic to 3rd party websites or apps, i.e. Meta and Google, can use the data they collect from users for optimising campaigns and reporting on campaign performance.

    This means that both Meta and Google have had to update their advertising products to maintain their effectiveness in this new world with access to far less data.

    The two big platform changes we have seen in response to this are:

    • Meta’s launch of the Advantage+ campaign type, which blends prospecting, retargeting and all creative formats into one broad, conversion optimised campaign
    • Google promoting a broad keyword focussed strategy, optimised with a target CPA or ROAS bid strategy

    To see whether Advantage+ was truly beneficial for PPL, we were selected by Meta to run an A/B test with a conversion lift study for the brand, the gold standard in testing the incremental value of digital marketing strategies.

    Advantage+

    Advantage+ is Meta’s new campaign type that removes the advertiser’s ability to define audiences, leaving the campaign targeting completely to the delivery algorithm. Advantage+ has been a topic of debate in the industry for a while: many marketers have seen significant improvements in CPA and ROAS in-platform but the industry remains largely sceptical about whether the campaigns are simply “measuring more,” as opposed to giving a genuine improvement in incremental sales or marketing efficiency.

    The Test

    Together with Meta and PPL, we conducted a month-long experiment comparing BARK’s best practice typical ad account structure to Advantage+.

    To test this, we ran an “A/B lift test”. A hold out group of Meta users was created that were not exposed to any ads from our activity. Campaign groups were created for Bark’s legacy campaign structure, and a singular Advantage+ campaign. From the test we get data on how each approach drove conversions compared to the hold out group.

    This testing methodology is the gold standard in understanding whether digital marketing strategies are delivering true impact for any business, and so gives us absolute clarity on how we should proceed strategically in an account for maximum efficiency.

    Core Result: Positive Incremental Impact Of Meta Marketing

    Both the original campaign structure we’d deployed for PPL and the new Advantage+ campaign delivered a meaningful, positive, incremental impact on sales versus the holdout group for Pom Pom London, in terms of revenue and number of orders driven. People in the hold out group will still have received marketing from other channels, so we got a strong confirmation on the marginal impact of Meta ads for PomPom London overall.

    What do the results say about Advantage+?

    The improved in-platform measurement combined with the improvements in incremental checkouts were evidence enough for us and PomPom London that Advantage+ should become the backbone of our account.

    This study suggests that Advantage+ campaigns do look better in-platform, and this doesn’t necessarily translate into stronger top line results for everyone. But it also shows that Advantage+ works very well at scale, comparable to our strategy which was strongly aligned with Meta Ads best-practices. We feel that where the content strategy is similar, there is no need anymore to manage the frequency of delivery between cold prospects, engagers and website visitors. Simplifying campaign structures can help marketers focus on more impactful work, for example around creative strategy and testing different campaign objectives.

    Tests like these give us and the team at PPL the confidence to roll Advantage+ out based on data, not hunches, and Advantage+ is now the primary campaign type we are using with PPL, especially as they continue to expand into new markets.

    What’s next for Pom Pom London?

    PomPom London’s success is a testament to the power of great products, consistent scaling, and iteration over time. By trusting us to test new approaches like Advantage+ and continuously iterate, Pom Pom London have seen amazing results. As they continue to scale and expand their presence in the US market, PPL are well on track to becoming a household name.