Do you still use remarketing?
There was a time when remarketing made up a huge part of my strategy. It wasn’t long ago. But, especially if you create separate remarketing and prospecting ad sets, I want you to do this…
Campaign Setup
Create two sales campaigns:
- Consists of two ad sets for remarketing and prospecting
- Consists of one ad set using Advantage+ Audience without suggestions
Use an attribution setting of 7-day click for all of them so that remarketing results won’t be inflated by view-through conversions.
Everything about the ad sets and ads should be identical, beyond the targeting.
The Test
Then create an A/B test. Select both of these campaigns to compare.
Set a budget and length of this test to generate meaningful results. The test can run for up to a month. Do not let the test end early.
The Key Metric for determining a winner should be Cost Per Purchase.
What to Look For
In addition to learning which campaign performs best, use the Breakdown by Audience Segments. You may be surprised by the amount of remarketing that happens naturally.
When it happens naturally (not forced), it may also be less expensive. Because of that, you may actually find that you reach more of your remarketing audience while not intending to target that group.
Maybe results will confirm your assumptions. Maybe not. Test those assumptions at least once per year.
For more on testing targeting strategies, check out my blog post.
