Retargeting is where most advertisers leave money on the table. They treat all warm traffic equally, run the same ads as prospecting, and wonder why it underperforms.
Retargeting Audience Tiers#
- Tier 1 (Hottest): Cart abandoners, checkout abandoners
- Tier 2 (Warm): Product viewers, add-to-cart
- Tier 3 (Interested): Website visitors, video viewers, engagers
Creative for Retargeting#
Retargeting creative should address objections, not repeat your prospecting pitch. Social proof, FAQs, guarantees, urgency work well. Dynamic product ads for cart abandoners.
Budget Allocation#
10-15% of total Meta budget for retargeting. More than that and you're likely over-spending on people who would have converted anyway.
