Earlier this year, Meta made it possible to run Advantage+ Shopping Campaigns for conversion events other than purchases. I’ve long wondered how this would work with events that aren’t value-based.

This gave me the opportunity to expand a test I’ve been running.

My Broader Test

You may know that I used four targeting approaches to see how Meta distributes my budget to remarketing and prospecting audiences:

1. Advantage+ Audience without suggestions
2. Advantage+ Audience with suggestions
3. Original Audiences using Custom Audiences and Advantage Custom Audience
4. Original Audiences going broad

I did this using a manual sales campaign and audience segments so that I could break down results to see distribution and performance to Engaged Audience, Existing Customers, and New Audience.

What Happened?

I figured what the heck and added one more approach to the test. I created an Advantage+ Shopping Campaign and selected Complete Registration as the conversion event.

One issue is I can’t exclude people who opted in to the thing that I was promoting, which is how I’d normally approach promoting a lead magnet. Such exclusions aren’t possible with Advantage+ Shopping, but that didn’t seem to impact performance.

The other four tests resulted in spending between 25 and 35% of my budget on remarketing.

I chalk up those differences to be within a range of randomness. It was a lot in each case, and performance was nearly the same across the board.

When I did this with Advantage+ Shopping, 32% was spent on those groups.

It wasn’t my focus, but the results were pretty good, too.

Have you tried creating an Advantage+ Shopping Campaign for registrations or other events?

You can learn more about these tests at jonloomer.com/audience-segments.

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