Stop obsessing with general remarketing

Can we stop doing this?

I understand why you do this. I used to do the same. But now it’s time to move on from general remarketing.

Let me explain…

What is remarketing?

Remarketing is when you create a custom audience for people who have already contacted you in some ways. However, it is important to distinguish general remarketing from more targeted remarketing.

General remarketing is when creating custom audiences to isolate all of our website visitors, email subscribers, and page engagement. You do this to tell Meta who the people you matter most so that you can target them specifically without others.

There was a time when Meta needed these people to separate and bring us the best results. I am a major proponent of this approach.

Now it’s different

However, algorithm positioning is not necessary now. Yuan has given priority to these people. You are wasting time and may make the results worse.

You can prove this by using the audience of your sales campaign. Assuming you have thoroughly defined your esteemed audience and existing customers in your ad environment, the meta will generate rows to show how much budget you spend on each group, plus a completely new audience.

In my video, I provide examples of ad sets optimized for free registration. In this case, Meta spent the sum of my budget on remarketing audiences. That is the goal of using completely openness.

I don’t know you, but 10% feels like a good percentage. It allows me to dedicate some of my money to people who know me very well while focusing on new audiences.

You also don’t want to spend too much on remarketing. If anything, that’s what you should focus on, rather than just trying to reach only these people.

Always an exception

I’m not totally anti-selling, you can dispute this in some unique situations. But it’s almost always because you’re trying to isolate a very specific group (rather than a general group), especially if you don’t have a high-priced advertising budget).

But if you think Meta needs it, make a separate general remarketing ad set, stop. Meta does not need it. Regardless, remarketing is happening and you can prove it to yourself.