Remarketing is an outdated strategy. It’s unnecessary. It no longer makes sense.
Now before you start throwing things at me, let me explain…
It’s Counterintuitive
It’s difficult to convince advertisers of this because it’s counterintuitive. We know these are the people most likely to convert, so the assumption is that you need to target them.
Or another common explanation is that advertisers see amazing results so they think it validates the strategy. But most people who use remarketing do so carelessly.
They don’t understand that a percentage of their budget will automatically go to remarketing anyway. They don’t define their audience segments and use breakdowns with sales campaigns.
If they did, they’d see why isolating these groups is rarely necessary.
They use remarketing because they swear by the ridiculously low costs and high return on ad spend. But they don’t realize those numbers are propped up heavily by view through conversions.
And when I say “heavily,” it’s no exaggeration. It seems many of the advertisers who are most adamant about remarketing rarely, if ever, breakdown results by attribution setting. And when they do, they’ll see something like a 70% split to view-through results.
It’s meaningless.
There’s a Better Way
Meta will prioritize your remarketing audience anyway. Meta will distribute your budget between remarketing and prospecting to get you the most results.
I’ve seen these mistakes with the smallest and biggest budgets. The draw to remarketing doesn’t discriminate.
While I realize there is a rare exception when remarketing can make sense, it is just that — a rare exception. It’s not to isolate general remarketing groups. It’s not to retarget those who have watched your videos and engaged with your content.
That. Happens. Anyway.
Let it go. Keep it simple.
