This Change Could End Retargeting As We Know It

Facebook retargeting is still one of the most effective advertising strategies on the platform. But one big change that’s currently being tested by Facebook could force us to completely rethink the way we do it.

We’ve seen the rollout of detailed targeting expansion and lookalike audience expansion. Both of which promise to deliver better results by allowing Facebook to target outside our target audiences. But this change to Custom Audiences is a completely different ball game.

The implications of this change mean Facebook advertisers will need to re-think they way we set up and structure our remarketing campaigns.

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