#audience-segments

3 notes tagged “audience-segments”.

• Is it really creative fatigue? Diagnosing a Meta ad's performance dropJon Loomer's case that most "creative fatigue" is really Meta shifting a new ad from remarketing to prospecting (prove it with audience-segment and attribution breakdowns), when fatigue is real (small/local or isolated remarketing audiences, too few assets, very high spend in niche markets per Ben Heath), and what to do instead of reflexively launching a new ad.
• Judging creatives — spend and cold-audience results over in-platform ROASWhy Barry Hott and Savannah Sanchez judge new ads first by whether the system spends on them, why high-spend / low-ROAS ads are often the ones reaching cold audiences (AppLovin — users see ~8 ads before buying), and how to use Meta's audience-segment breakdown (new / engaged / existing) and the incremental-attribution column to stop crowning ads that just harvest 1-day-view credit from existing customers.
• Meta audience segments — proving remarketing happens on its ownDefine engaged-audience and existing-customer segments in Meta's advertising settings, then use the audience-segment breakdown on sales campaigns to see how much budget already goes to warm people (often 10–30%+) — why separate remarketing campaigns are usually unnecessary and non-incremental, and how the breakdown underpins scaling and fatigue decisions.