Should I exclude past converters from my retargeting audience to focus on new visitors?

Excluding past converters from your retargeting audience can be a strategic approach to optimize your ad targeting efforts and focus on acquiring new customers. Here are considerations to help you decide whether to exclude past converters:

### Reasons to Exclude Past Converters:

1. **Avoid Ad Fatigue:**
   - Users who have already converted may find repeated ads irrelevant or repetitive, leading to ad fatigue and potentially negative brand perception.

2. **Focus on Acquisition:**
   - Allocate resources towards acquiring new customers who haven't yet converted rather than targeting those who are already familiar with your brand and have completed a purchase.

3. **Budget Efficiency:**
   - Use your advertising budget more efficiently by targeting users who are higher up in the sales funnel and more likely to convert for the first time.

4. **Expand Reach:**
   - Reach a broader audience by excluding converters and focusing on introducing your products or services to new prospects who haven't engaged with your brand before.

### Considerations for Including Past Converters:

1. **Upsell or Cross-Sell Opportunities:**
   - If your business model includes upselling or cross-selling additional products or services to existing customers, it may be beneficial to continue targeting past converters with relevant offers.

2. **Brand Loyalty and Engagement:**
   - Use retargeting to nurture relationships with existing customers, encourage repeat purchases, and foster brand loyalty through personalized offers and updates.

3. **Segmentation Strategy:**
   - Segment your audience effectively to balance acquisition efforts with retention and loyalty initiatives. Consider creating separate campaigns or ad sets to target converters versus new visitors.

### Best Practices:

- **Dynamic Exclusion:** Use dynamic exclusion lists in your ad campaigns to automatically exclude users who have recently converted or taken specific actions (e.g., made a purchase within the last 30 days).

- **Testing and Optimization:** Conduct A/B testing to compare performance when including or excluding past converters. Monitor key metrics such as conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS) to determine the most effective strategy for your business goals.

- **Audience Segmentation:** Continuously refine your audience segmentation based on user behavior and engagement levels to tailor your retargeting efforts more effectively.

### Conclusion:

Deciding whether to exclude past converters from your retargeting audience depends on your specific business objectives, budget allocation, and overall marketing strategy. Evaluate the potential benefits of focusing on new visitors versus nurturing existing customers to optimize your ad targeting and maximize ROI from your advertising campaigns.