Never overlook this metric on your dashboard, as it tells a very beautiful story about your audience.

The way the algorithm works, it really doesn’t differentiate a retargeting campaign from a prospecting campaign.

To it, they are all campaigns set for a certain goal and its sole duty is to get the advertiser results.

Side note: This is why your campaign objective has to be right. Don’t  choose a certain objective and then expect different results.

Unless for certain instances, like the ones I talked about inside the sales conversion machine

What this means is that, at a point, the algorithm starts showing your ads to people who have seen it before.

Which means every time you launch a campaign, you’re going to be targeting the same pool of people likely to give you results.

And this was one mistake I made.

After running the campaigns for about 3 weeks, I started noticing my frequency creeping into 2.8

What this means is that people have seen the ads for about 3 times.

Which means no new people were seeing the ads!

So, I quickly got the IDs of the dark posts that were doing well and created a new adset and excluded people who had interacted with the page in the last 60 days.

This is something I should have done from the beginning.

Now you know, so don’t make the same mistake.

But that’s not all.

Have you ever heard of the “science of familiarity”?

Its simply a proven concept that the more someone sees a thing or hears it, the more the person becomes familiar with the thing.

And the more the person is likely to say hello (Take a purchase action in our case)

Which explains why Meta algorithm keeps showing the ads to the same people!

Beautiful stuff!

But I don’t want that; I need new people to see my ads because that’s how I can get new customers.

So, what did I do?

I created a second campaign and this campaign will be my retargeting campaign.

This way, those who have seen my first ad can now see this second one over and over again and eventually buy 😁