Welcome to Let's run Facebook ads with me, Nick Boddington. This podcast is your go to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We'll dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform@school.com. The Ads clinic. Inside you'll find how to videos and live dropping clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Let me guess what you're doing right now. You've got a small daily budget, maybe 30 pounds a day, maybe 50, maybe even 100. And somewhere in your account you've got a retargeting campaign, website, visitors ad to cars, video views, maybe even a seven, 14 day or 30 day stack. Because that's what everyone says you should do. Always retarget warm traffic converts better. Never leave money on the table. But here's the uncomfortable question is your retargeting campaign actually helping, or is it just making you feel safe? Because post Andromeda, with low daily budgets, retargeting often does more harm than good. And in this video, I'm going to explain why we rarely run traditional retargeting campaigns anymore. The small to mid-size accounts. And this is what we do instead. Before we get into that, here's why you need to listen to me. I spend every single day inside real matter articles inside the ads clinic. We work with 200 businesses, e-commerce, lead generation subscriptions, paid offers across different budget levels, and I've seen the shift happen in real time. Hey, while I've got you, I just wanted to ask. Would you like me to go into your ads manager and actually see what's working? Because I bet your ads aren't broken and I bet we can fix something. There's a reason our top clients stop guessing and start scaling. So if you've got campaigns that are burning cash, or you're having trouble barely even breaking even on them, let's have a look and let's see what we can fix. 100% no fluff, no sales pitch, just a pro-level ad review. So book your 30 minute free Facebook ad review session and walk away with some instant wins. Go to the Ads Clinic icon and book your call today. Do it now before you forget, but make sure you come back to listen to the rest of the podcast. Enjoy! Pre Andromeda retargeting was almost automatic. You ran a cold traffic campaign. You retired two in warm traffic. You squeezed in the middle that structure made sense when retargeting did most of the work. But Andromeda changed. It changed the delivery behaviors. Now, matter is far more creative, far more algorithm driven, and far more capable of finding warm buyers inside broad audiences. so what used to work structurally doesn't always make sense anymore. Let's break this down simply. Retargeting works best when two things are true. One, you have significant traffic volume, and two, you have enough budget to properly feed the audience. If you're spending 30 pounds or 100 pounds a day, your audience is tiny. Let's say you get 50 visitors per day. Even if you build a 30 day audience as 1500 people Now, meta still needs to optimize inside that small group. And here's the problem. Small audience plus small budget equals unstable delivery. Meta struggles to optimize frequency spikes. CPMs rise, performance inconsistent. And what most advertisers do at that point. They think retargeting just isn't working. But it's not that retargeting is broken. It's that your budget and your volume don't support it anymore. Now here's a big shift post Andromeda. Meta. No longer need you to isolate one traffic the way it used to. When you run a broad campaign optimized for conversions. the algorithm already prioritizes people who have engaged before, have visited before, and are behaviorally similar to buyers. Plus are more likely to convert. And it does this automatically. So when you carve out a tiny retargeting campaign on the side, you're often just competing with yourself, fragmenting the data, splitting your optimization power. And this is the part people struggle with. Retargeting feels logical. Why wouldn't I show ads to people who have already visited? Because logic and algorithm efficiency are not the same thing With low budgets, consolidation always beats fragmentation. Instead of campaign retargeting campaign, different ad sets, different budgets. We prefer one consolidated campaign. Broad targeting, strong creative conversion optimization. Let meta decide who's warm. Now, does that mean retargeting is dead? No, it means retargeting is a luxury strategy, not a default strategy. So when do we bring it back? When traffic volume is high enough and daily spend supports it. If you're spending 500 pounds a day and generating serious traffic retargeting can absolutely make sense. But if you're a 50 pounds a day, splitting 15 into retargeting just weakens everything. Now let's talk about what actually works better for low budgets. Creative sequencing inside one campaign instead of isolating audiences. Diversify messaging. Have ads. Introduce the problem. Handle the objections. Show proof. Create urgency. All in one campaign. Let the algorithm serve different messages to different people based on behavior. That's modern retargeting. No more manual audience stacking. Creative stacking. And this is important When you remove a retargeting campaign, performance might dip for a few days. Why? Because the system needs to re stabilize, over time what we typically see is lower CPMs, more stable delivery, better learning, stronger overall robust because you stop fighting the algorithm. Here's the mindset shift. Prior to Ramadan, you guided meta Post Andromeda meta guides delivery. You got creative. If you're a small budget. Your job isn't to micromanage audiences. It's to give the system strong, diverse, creative, and let it optimize. Now, if you're watching this thinking, but my retargeting campaign shows high Roas. Just be careful. Small retargeting audiences often look amazing because they capture bottom of the funnel conversions. They benefit from organic return traffic. They're tiny and volatile. But when you zoom out to account level performance, They often aren't incremental. They're just taking credit. that's the one question that matters. Is retargeting driving incremental revenue, or is it just reshuffling attribution for low budgets? It's usually the second. So here's the simple takeaway. If you're running low daily budgets post Andromeda stop automatically building retargeting campaigns. Start consolidating. Start simplifying. Start strengthening creative inside one campaign. Let the algorithm work with more data, not less. Retargeting isn't dead, but for small accounts, it's often unnecessary and complex. And complexity is expensive. If this resonated tested, pause your retargeting campaigns for a couple of weeks. Consolidate watch account levels, not individual campaign rallies. You might be surprised. Thank you for joining us again today. If you want to find out more, please head over to our socials at Let's Run Social, where we share daily content. And please feel free to drop us a message. We'd love to hear from you and any questions that you would like answered. We can do that here on the podcast.