We all know by now that remarketing happens naturally when using Advantage+ Audience or going broad with original audiences. But we underestimate just how much remarketing is happening.
Let me explain…
Audience Segments
We define our engaged audience and existing customers audience segments within Advertising Settings using custom audiences.
But you can’t use custom audiences for your Facebook and Instagram followers or engagement with your ads.
My audience segments are defined with website and customer list custom audiences.
More is Happening
Let me show you something…
I’m running ad set using original audiences and targeting remarketing groups (no expansion). In addition to website and customer list custom audiences, I’ve included my Facebook and Instagram followers.
When I do the breakdown by audience segments, a large portion is dedicated to New Audience. These would come primarily from my followers.
What it Means
Keep this in mind that these people aren’t included in the audience segments. We won’t know exactly how much remarketing happens naturally that would reach these groups. It could be a lot or a little.
But this is a reminder that, by definition, Meta will prioritize pixel history, conversion data, and PRIOR ENGAGEMENT WITH YOUR ADS when using Advantage+ Audience.