The Anti-Remarketing Movement of 2022
The Founders Members recently had a conversation in Slack about the state of retargeting/remarketing for Facebook (Meta) Ads in 2022.
As we know, post-iOS14.5 and post- losing (lots) of customer data, larger audiences are tending to perform better than smaller, more segmented audiences, and consolidated account structures are generally outperforming segmented, more complex account structures. This also is in reference to retargeting audiences of more specific customers who have shown mid-to-high levels of purchase intent.
So what does it mean to be anti-remarketing?
Retargeting will always somewhat be part of prospecting audiences post iOS14 because with unexact data and low customer match quality, there’s no fool-proof way to create 100% accurate audiences to retarget to, or to use for exclusion audiences.
The thought process here is that:
If you have less signals, retargeting "steals" signals from your TOF, thus your TOF performance declines.
This means not only putting dedicated spend in retargeting anymore, but realizing that prospecting with just PUR exclusion has remarketing built into it already
Florian Litterst said: After moving most accounts into TOFU-only structures, the performance got much better and more consistent for us. Besides from events like BFCM or other flash sales, I think TOFU only is the future for most accounts (If you have a lot of signals it might be different)
David Herrmann on Twitter and Jake the Ad Nerd in the Founders Membership said their strategy is to use higher funnel campaign objectives like traffic/landing page view or even reach/awareness in TOFU, then saving the conversion/purchase objective for retargeting only
Maurice Rahmey said: Apple's updates have hurt businesses with lower conversion volume like those advertising higher AOV items, and the only ways to remedy this are to consolidate ad dollars, build creative for broader audiences, forego retargeting, use more automated solutions, and leverage on-platform signals. You can read his full blog here.