Advantage+ Shopping is ideal if you have a sales-driven goal and enough conversion data. It uses machine learning to find the best buyers fast, with minimal manual setup.
Open Targeting gives you more flexibility and is better for early-stage testing, top-of-funnel campaigns, or when you're not yet ready to hand over full control to Meta.
Bottom line: If you're selling products and have solid pixel data, go with Advantage+ Shopping. If you’re testing or just starting out, Open Targeting works better.
How Many Ads per Campaign?
Stick to 3–5 ads per ad set. This gives Meta enough variation to test without spreading delivery too thin. More than that can slow performance.
Do You Need a Separate Retargeting Campaign?
Yes—having a dedicated retargeting campaign helps you tailor your messaging to warm audiences (like page visitors, ad engagers, or cart abandoners).
You’ll get better results with shorter retargeting windows (7–30 days) and creatives that focus on trust, reviews, or urgency.