通用再营销是指创建自定义受众来隔离所有网站访客、邮件订阅者和页面互动，以告诉Meta哪些人对你最重要。但随着算法定位的进步，Meta已经优先考虑这些人群，过度依赖通用再营销可能浪费时间和降低效果。通过在销售活动中使用受众细分，可以发现Meta实际上已经通过算法在定位这些人群，例如一个广告集优化免费注册，Meta仅花费10%的预算在再营销受众上。因此，除非是针对高价值商品的特殊情况，否则无需过度关注通用再营销，Meta的算法已经足够智能。

🔍通用再营销通过创建自定义受众来隔离所有网站访客、邮件订阅者和页面互动，旨在告诉Meta哪些人对你最重要，以便进行精准定位。

🤖随着算法定位的进步，Meta已经能够自动优先考虑这些重要人群，因此过度依赖通用再营销可能不仅浪费时间和预算，还可能降低广告效果。

💡通过在销售活动中使用受众细分，可以证明Meta实际上已经通过算法在定位这些人群，例如一个广告集优化免费注册，Meta仅花费10%的预算在再营销受众上，这表明算法已经足够智能。

🛍️除非是针对高价值商品的特殊情况，否则无需过度关注通用再营销，因为Meta的算法已经能够自动处理这些定位需求，广告主可以更专注于扩大新受众的覆盖面。

🚫如果因为认为Meta需要通用再营销而创建单独的广告集，应停止这种做法，因为Meta并不需要这种手动干预，再营销已经在算法层面自动发生。

Can we stop doing this?

I understand why you’re doing it. I used to do it, too. But it’s time to move on from general remarketing.

Let me explain…

What is General Remarketing?

Remarketing is when you create custom audiences to target people who are already connected to you in some ways. But it’s important to differentiate general remarketing from a more hyper-targeted remarketing.

General remarketing is when you create custom audiences to isolate all of our website visitors, email subscribers, and page engagement. You do this to tell Meta who your most important people are so that you can target them specifically, and no one else.

There was a time when Meta needed these people separated to get us the best possible results. I was a major proponent of this approach.

It’s Different Now

But it just isn’t necessary with algorithmic targeting now. Meta already prioritizes these people. You’re wasting your time and possibly making results worse.

You can prove it by using audience segments with sales campaigns. Assuming you define your engaged audience and existing customers thoroughly in your Advertising Settings, Meta will generate rows to show how much of your budget was spent on each group, in addition to a completely new audience.

In my video, I provide an example of an ad set optimized for free registrations. In that case, Meta is spending a combined 10% of my budget on remarketing audiences. That’s while using completely wide-open targeting.

I don’t know about you, but 10% feels like a pretty good percentage. It allows me to dedicate some money to people who know me well while focusing on growth to a new audience.

You also don’t want the percentage spent on remarketing to be too high. If anything, that’s what you should be concerned about, rather than trying to reach only those people.

Always Exceptions

I’m not completely anti-remarketing, and you can make the argument for it in some unique cases. But this is almost always because you’re trying to isolate a very specific group (not a general group) for a high-ticket item (especially when you don’t have a high-ticket ad budget).

But if you’re creating separate general remarketing ad sets because you think Meta needs it, stop. Meta doesn’t need it. Remarketing is happening anyway, and you can prove it to yourself.

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