Let’s clear something up: Reaching the people most connected to your brand is still a smart strategy. But do you need a dedicated remarketing ad set to do it? Usually, no.
Meta’s algorithmic targeting, particularly with tools like Advantage+ Audience, prioritizes your most relevant audiences. It taps into conversion history, pixel data, and engagement metrics, effectively weaving remarketing into its targeting.
Example: Let’s say you’re running a campaign to sell smoothie blenders. Meta’s algorithm will naturally prioritize showing your ads to people who’ve visited your site, added planners to their cart, or interacted with your posts about smoothie recipes. You don’t have to micromanage this - it’s baked into the system.
Here’s an even juicier tidbit: In many cases, Meta allocates 25-35% of your budget to existing customers and warm leads, even when you’re using broad targeting. This means your remarketing audience is already being reached, without the extra effort or cost of separate ad sets.
Remarketing campaigns often produce eye-popping metrics. High ROAS? Check. Low cost per conversion? Double check. But don’t pop the champagne just yet - these results can be misleading.
Why? Many view-through conversions (purchases attributed to someone who saw but didn’t click your ad) are fluff. They might include:
- Customers who received your email and purchased regardless of seeing your ad.
- Repeat visitors who were already primed to buy.
To get a clearer picture, break down your results using the Compare Attribution Settings tool and look closely at 1-day view conversions. A good chunk of those conversions likely would’ve happened without your ad.
Think about it this way: If a customer Googles “smoothie blenders,” lands on your site, and buys within hours, they may never have actually seen your Facebook ad. The ad gets credit, but the truth is, your SEO strategy was the real MVP.
Remarketing isn’t totally obsolete. There are key situations where it still shines:
1. When Your Message Needs to Be Hyper-Specific
Imagine someone adds a pair of handmade leather boots to their cart but doesn’t check out. A generic ad won’t cut it here - they need a nudge. A remarketing ad with a discount code or a "limited stock" warning can seal the deal.
Example: “Hey [Name]! We noticed you left something special in your cart. Complete your purchase today and enjoy 15% off - because your feet deserve the best!”
This approach still works well for abandoned carts, upselling, or targeting premium customers with exclusive offers.
2. When Your Budget is Tight
Let’s say you’re promoting a luxury product with a $1,000 price tag, but your daily ad budget is under $50. You don’t have the resources for broad targeting to slowly warm up leads. Instead, focusing on a small, high-intent audience (like past buyers or email subscribers) makes sense.
Remarketing won’t guarantee results, but with limited resources, it’s often your best bet.
3. When Quality Trumps Quantity at the Top of Your Funnel
Broad targeting can bring in cheap clicks, but cheap clicks don’t always translate to quality shoppers or leads. If your goal is to promote blog posts, videos, or engagement-based content, it’s worth limiting your audience to people who already resonate with your brand.
Example: A fitness brand promoting a video series on proper squat form might want to target gym-goers who’ve already watched their workout tips. These viewers are more likely to watch, engage, and take the next step.
Not all remarketing strategies are created equal. One common misstep is creating an audience from low-quality actions, like link clicks or video views optimized for cost over quality.
Here’s the scenario to avoid:
- Run an ad optimized for video views.
- Build a custom audience of people who watched 3 seconds of the video.
- Target them with a new ad, hoping they’ll convert.
What’s wrong with this? You’re remarketing to an audience of people who barely interacted with your content. They’re not primed to buy—they’re just low-cost traffic. Instead, focus on audiences built from meaningful actions, like purchases, add-to-cart events, or high-value site visits.
Remarketing is a short-term play - it’s great for quick wins but offers limited growth. Algorithmic targeting, on the other hand, is your long-term partner in success.
Broader audiences help you:
- Expand reach: You’re not just preaching to the choir—you’re growing your congregation.
- Future-proof your campaigns: More reach today means a larger remarketing pool tomorrow.
Instead of micromanaging every ad set, let Meta’s algorithms work their magic. Combine this with creative that resonates, and you’ll reach new audiences while nurturing existing ones.
Remarketing still has a seat at the table, but it’s no longer the star of the show. Let Meta’s algorithmic targeting handle the heavy lifting while you save remarketing for specific, high-impact situations to showcase specific sales messaging to shoppers who have already engaged with yoiur webstore or brand.
Remember: Ads should work smarter, not harder - just like you.
If you are looking to amplify your online advertising sales across the most powerful paid media and digital channels, then join our platform and commmunity specifically tailored for eCommerce sellers for free today @ eVolveCommerce Academy 
