You may remember not long ago I tested Learn how much algorithmic remarketing happens when using Advantage+ Audience. After getting shocking results that were inconsistent with what I’d heard others were getting, I tried again. The results were quite different (and encouraging!).
Yuan Shuo If you don’t provide audience suggestions through Advantage+ Audience, its AI will learn from your previous conversions, pixel data, and interactions with previous ads to determine your audience.
This is real? If you don’t provide audience suggestions, will Meta prioritize remarketing?
We can prove it. Let’s take a closer look…
settings
I’m running a manual sales campaign…
…No audience suggestions needed with Advantage+ Audience.
This is the best way to test since manual sales campaigns Reporting using audience segments is now allowed.
I defined audiences in my ad account settings for Engaged Audiences and Existing Customers.
Assignment results
This is where my budget allocation stands so far.
- Total spent (to date): $272.37
- Participating audience: $84.46
- Existing customers: $12.07
- New viewers: $175.84
This means that more than 35% of my budget is spent on remarketing.
What does it mean
This is actually amazing. This is a set of ads for which I did not provide any targeting input. However, Meta’s AI automatically allocated 35% of my budget to remarketing and 65% to lead generation.
What’s also interesting is that the CPM for remarketing is roughly double that of new audiences.
This is not surprising, just some insight behind the data that may be driving this distribution.
Overall, there are several factors that influence this:
- Budget
- Elapsed time (remarketing may decrease over time)
- Engagement and existing customer audience size
- Cost of getting desired action from remarketing vs. prospecting
- Optimization event(?)
This last item will certainly have an impact, but how big it will be is unclear. In some cases, based on my wildly different results, it can be huge. When using custom events as my conversion events, I see lower distribution for algorithmic remarketing. This time, I used registration.
If you doubt this Advantages + Audience Because you’re worried that the wrong people will see your ad, this is strong evidence that it’s working.
This test has just begun. I’m also testing Advantage+ Audience, which includes audience suggestions (that mimic my audiences) as well as custom audiences with Advantage Custom Audience enabled.
If this is something you want to test, make sure Check out my blog post And how to set its background.
More coming soon!
