How to choose the right campaign type
Retargeting Campaign (Meta)
Target people who have already interacted with your brand or store.
Why use the retargeting campaign?
- This campaign has the highest conversion rates because it focuses on warm audiences who are already interested.
When to use it?
- You have a pixel/dataset with a lot of traffic, or after you’ve run a few prospecting campaigns so that your Meta Pixel/Dataset has collected enough data to retarget effectively.
Ad Creatives
- We will create a product catalog using each product's main image.
Budget spending
- This campaign type might not be spending all of its allocated ad budget. If that's the case, it means the audience is too small. As you get more traffic to your store via other top funnel campaigns, the audience size will grow.
Prospecting Campaign (Meta)
Testing new products and discovering what type of people are interested in them.
Why use the prospecting campaign?
- This campaign allows you to experiment with new products and audiences. The system will do testing to learn which audiences are a good fit for the product.
When to use it
- You're starting out with a new store (less data on pixel), or have a new product that you want to start testing with (e.g. product launch).
Ad creatives
- Metric’s AI automatically generates optimized creatives for the product you choose.
Singel Item Campaign (Meta)
Create a campaign for one product, or one collection. Allows you to upload your own custom assets.
Why use the Single item campaign?
- This campaign allows you to upload your own images and videos to use in the ads.
Landing page?
- When clicking the ad, the users will be redirected to either the product page, or the collection page - depending on which you've selected.
Customized Creative Campaign (Meta)
Promote up to 4 products using Metric’s AI-enhanced image generation.
Why use it?
- Metric’s AI will automatically create and optimise ad creatives based on performance data.
What makes it unique?
- The AI learns which creatives perform best and uses that insight for future campaigns.
Use this if:
You want Metric to AI-generate high performing ads on your behalf, for a small selection of products.
Product Catalog Campaign (Meta)
Run large-scale campaigns with more than 5 products. Advertise multiple products at once with a product catalog carousel ad (slide to scroll and see the next product).
Why use it?
- Can feature entire product collections. The campaign automatically pulls product images from your Shopify store and uses them as creatives.
Who is it for?
- Perfect for businesses with large inventories or those wanting to promote multiple products or collections at the same time.
Use this when
- You want to advertise many products in one campaign.
Performance Max (Google)
Advertising across multiple Google channels (but mainly shopping ads, which is the best placement for e-commerce).
Why use it?
- Ideal for businesses looking to expand beyond Meta ads and reach shoppers on Google. This campaign uses Google’s AI to show ads in the best-performing locations automatically.
Use this when
- Your products are likely to be searched for a lot online, and you want your product to display among the suggested products.
- Your product prices are very competitive.
Not suitable when
- The pricing of your products are not competitive, or when the products very visually appealing, and a good ad creative might be the best way to get people interested.
Summary
- Want to bring back past visitors? → Retargeting Campaign
- Testing a new product? → Prospecting Campaign
- Want to use your own ad creatives? → Single Item Campaign
- Want AI-generated product ads? → Customized Creative Campaign
- Need to advertise many products? → Product Catalog Campaign or P-Max
- Want to advertise on Google? → Performance Max Campaign
Still not sure which one to pick? Reach out to us via the support chat, and one of our digital marketers will help you out.