Chandra Bhanu on why his team stopped retargeting

🎙️ The new ROAS Rants episode is up, with Chandra Bhanu of Beyond Ads. It is over an hour and the team disagreed with him on a lot, which is what makes it useful.

His headline claim: middle and bottom of the funnel is nonsense today, and his team stopped retargeting across all their brands two weeks ago. The reasoning, from 44:01, is that the engaged versus new split Meta shows is reporting, not targeting. The real game sits in your customer lifecycle strategy.

Other parts worth jumping to:

13:30, ABO vs CBO. His position is ABO first and CBO at scale, with CBO reserved for when you have a goal, a bigger budget and creatives that back it.

21:05, the Easter egg campaign. Every October 1, group the creatives that worked over the last eight months into one CBO campaign with a target goal.

29:33, the case studies. A watches brand and a luggage brand both split their signal by product. The luggage team switched the campaign off at midnight after zero traction and low CPMs, and it is now the highest-spending campaign on that account.

44:01 also covers why the new customer toggle alone still chases existing customers you could not match, and why flipping the event gets closer to only new buyers.

Watch the full episode: https://youtu.be/xxMP6qov8UI

Featuring Hari, Vishnu, Shalini and Chandra Bhanu.

Questions for the group: have you cut retargeting entirely, and what happened to your blended ROAS? And has anyone here split purchase events by product, and how long did it take before delivery picked up?

#ROASRants #MetaAds #CBOvsABO #1PDOps #PerformanceMarketing