What happens when you go broad? I decided to run a test, and the results are super interesting!

The Setup

I created a manual sales campaign optimized for conversions.

I switched to original audiences and targeted the US, UK, Canada, and Australia. Otherwise, I didn’t use any targeting inputs beyond exclusions.

I was going broad…

Results

After spending about $273, I broke down my results by audience segments, and here’s what I saw.

• Engaged Audience: $59.18
• Existing Customers: $9.61
• New Audience: $204.95

So when I went broad, just over 25 percent of my budget was spent on remarketing.

The Experiment

This is part of a bigger experiment where I’ve tested distribution using four strategies:

It’s been fascinating to see how Meta delivers my ads. Reminder: This is possible using sales campaigns with audience segments. Assuming you have the update, of course.