Combining Full-Funnel Prospecting and Remarketing
Posted: Mon Feb 17, 2025 9:39 am
Why put prospecting and remarketing in the same campaign? With UTMs, this method allows you to create:
SKU-specific remarketing audiences from prospecting ads
Clear customer journey tracking, stage-by-stage
SKU-specific cost caps at the ad set level
What happens if you create separate prospecting and remarketing campaigns?
Facebook will attribute revenue to the last touchpoint — generally, the remarketing campaign — and you’ll have no clue whether your prospecting campaigns played a role in the purchase journey.
This Bambu Earth campaign demonstrates a healthy campaign structure:
A broad prospecting ad set
Two re-engagement ad sets
Plus, one remarketing ad set
9. Is the Budget — Spend Mix — Set for Efficiency & Growth?
Though spend mix varies depending on your business’ goals, our general recommendation is:
Prospecting: 60-70%
Engagement: 5-8%
Remarketing: 20-30%
Retargeting existing customers: 5-8%
Setting Your Facebook Spend Mix for Efficiency and Growth
In this high-ceiling approach, most of your money goes toward acquiring new customers while your remarketing dollars buoy overall account efficiency.
The fastest way to determine where your spend is going is to tighten up your naming conventions. This allows you to filter ad sets by name, giving you a clear view of total spend per audience.
For instance, all we have to do is enter “Ad Set name contains: WCA” (WCA stands for “Website Custom Audiences,” a common remarketing audience) to see that Bambu Earth spent $15,950.42 on remarketing over a 30-day period:
facebook ads guide: filtering by ad set name to find homeowner database remarketing spend over a 30-day period
When we clear that filter, we see that total spend roughly $172k:
facebook ads guide: finding total ad spend over a 30-day period
That means remarketing is roughly 9.3% of total spend — well below the recommended threshold.
Bambu Earth’s low remarketing budget isn’t a mistake. It’s a choice.
The brand’s 60-day LTV is very, very high, which means they can afford to spend most of their paid social budget on new-customer acquisition. It’s an unusual situation based on the unique characteristics of its business.
SKU-specific remarketing audiences from prospecting ads
Clear customer journey tracking, stage-by-stage
SKU-specific cost caps at the ad set level
What happens if you create separate prospecting and remarketing campaigns?
Facebook will attribute revenue to the last touchpoint — generally, the remarketing campaign — and you’ll have no clue whether your prospecting campaigns played a role in the purchase journey.
This Bambu Earth campaign demonstrates a healthy campaign structure:
A broad prospecting ad set
Two re-engagement ad sets
Plus, one remarketing ad set
9. Is the Budget — Spend Mix — Set for Efficiency & Growth?
Though spend mix varies depending on your business’ goals, our general recommendation is:
Prospecting: 60-70%
Engagement: 5-8%
Remarketing: 20-30%
Retargeting existing customers: 5-8%
Setting Your Facebook Spend Mix for Efficiency and Growth
In this high-ceiling approach, most of your money goes toward acquiring new customers while your remarketing dollars buoy overall account efficiency.
The fastest way to determine where your spend is going is to tighten up your naming conventions. This allows you to filter ad sets by name, giving you a clear view of total spend per audience.
For instance, all we have to do is enter “Ad Set name contains: WCA” (WCA stands for “Website Custom Audiences,” a common remarketing audience) to see that Bambu Earth spent $15,950.42 on remarketing over a 30-day period:
facebook ads guide: filtering by ad set name to find homeowner database remarketing spend over a 30-day period
When we clear that filter, we see that total spend roughly $172k:
facebook ads guide: finding total ad spend over a 30-day period
That means remarketing is roughly 9.3% of total spend — well below the recommended threshold.
Bambu Earth’s low remarketing budget isn’t a mistake. It’s a choice.
The brand’s 60-day LTV is very, very high, which means they can afford to spend most of their paid social budget on new-customer acquisition. It’s an unusual situation based on the unique characteristics of its business.