“They would’ve bought it anyway.” I’m hearing this phrase a lot lately, and I’m confused by it.
Let’s discuss…
Why Advertisers Say It
Advertisers say this when they realize a decent chunk of algorithmic targeting is dedicated to remarketing.
The idea is that Meta is padding numbers by including results that would’ve happened without your ads. The solution according to these people is to exclude remarketing audiences and focus on prospecting.
This baffles me.
When you reach someone who has engaged with your ads, been to your website, or is on your email list, it’s an advantage. That’s a good thing.
When It’s a Problem
The only time it’s a problem is if a high percentage of your conversions are view-through. If that’s the case, sure, many of them would have bought it anyway. But the solution isn’t to exclude remarketing audiences.
The solution is to change the attribution setting in your ad set to remove 1-day view.
But, not all view-through conversions are bad. You should only do this in the rare situation where you’re getting more view-through than click-through.
Don’t intentionally avoid reaching the people who are most likely to convert. It’s not lazy. Those people may still need a push.
If you need help with your ad strategy, book some time with me. Go to jonloomer.com/coach.