Meta launched new targeting options and audience insights in its Advantage+ shopping campaigns.
These new capabilities allow you to generate detailed reports on your audience and target people interested in your products or services who have not yet made a purchase.
Why we care Better understanding of your audience enables more effective campaign optimization, while precise targeting capabilities help reach high-value consumers. Both aspects can lead to increased conversions and overall campaign success.
Improved audience information. Meta has introduced a new feature called “audience segment of engaged customers”, as seen in the screenshot below, taken by a digital advertising expert Jon Loomer:
With Engaged Customer Audience Segmentation, you can define your engaged customers using Custom Audiences, which provides reporting breakdowns specifically for that audience.
Breakdown report. Meta now offers a new segment to analyze results in Ads Manager. Just go to the Breakdown menu and choose “Demographics by Audience Segments.” From there, you will see separate rows for new customers, existing customers, and engaged customers, as shown in the screenshot below:
Improved targeting. In the ad account settings within Advantage+ Shopping campaigns, you can specify your customers engaged with a custom audience, as shown in the following screenshot:
Engaged customers are “people who know about your business or interact with your products or services, but haven’t made a purchase,” according to Meta.
With enhanced targeting, you can create a custom audience or multiple custom audiences for engaged customers, but you’ll likely have to leave out paying customers when you set them up.
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“Valuable” updates.. Commenting on Meta’s updates, digital ad expert Loomer wrote:
“This update provides important insight into the performance and delivery of Advantage+ shopping campaigns. Since there is minimal control over targeting by advertisers, this helps provide clarity on how much of your sales performance comes from of new customers, current customers, and those who have engaged with your brand without purchasing.”
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