To assess the effectiveness of Advantage+ Shopping campaigns, Barceló Hotel Group conducted an A/B test, comparing:
- Cell A: Traditional manual campaign setup.
- Cell B: Automated Advantage+ Shopping campaign.
Both ad sets highlighted Barceló's destination properties, featuring discounted promotional prices and a “Book Now” button that directed users to the group’s website.
The ads were shown to adults in Spain aged 24+.
- Cell A: Ads were manually placed in Facebook and Instagram Feeds, Stories, and Reels.
- Cell B: Ads used the Advantage+ placements feature, allowing Meta to automatically distribute them across placements with the highest probability of delivering optimal results at the lowest cost.
Additionally, the Advantage+ campaign budget feature was enabled, automatically distributing the budget in real-time across the best-performing ad sets.
JAKALA, Barceló Hotel Group’s agency, played a key role in designing the campaign and structuring the test, ensuring that advanced technologies were efficiently and strategically implemented.
In this new campaign, Barceló Hotel Group also leveraged other advanced Meta Advantage+ formats, including:
- Advantage+ catalogue ads: This personalized format allowed Barceló to upload its online property catalog to Facebook and Instagram. Machine learning automatically selected relevant property images from the catalog based on each traveler’s interests, enabling direct booking on the website.
- Advantage+ catalogue ads for travel: Showcased hotel inventory with dynamic recommendations and real-time pricing based on travel dates.
- Advantage+ creative: Automatically generated multiple variations of ad creatives (images and text) to optimize performance.
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