One of the benefits of Advantage+ Shopping Campaigns is that it’s streamlined and hands-off. I guess whether you consider this a benefit depends on how you view that lack of advertiser control.

But one area in particular can be an issue…

Custom Audience Exclusions

Advertisers have virtually no ability to control the targeting. More specifically, there’s no way to exclude custom audiences.

The lack of targeting control is generally okay, but you can’t exclude the people who bought the product that you’re selling. While that may work for products that can be purchased repeatedly, what about products that can only be purchased once?

Only Bad Solutions

The Existing Customer Budget Cap isn’t a great solution.

You could set that at 0%, for example. But, while you may want to exclude the people who bought that product, you probably don’t want to exclude all customers. Current customers who bought other products may be the people who are most likely to buy.

Customizing the Existing Customers audience segment at the account level is a terrible solution, too.

I’m amazed when I see people mentioning this as an option. Changing your Existing Customers audience segment based on what campaigns you’re running isn’t at all how that feature is meant to be used.

Am I overthinking this? Does Meta figure it out and avoid wasting your budget?