The Invisible Retargeting

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In this newsletter, you’ll find:

🎯 Algorithmic Retention: Hacking Meta & TikTok Ads for More Repeat Buyers

📢 Digital Ads Surge While Apple Eyes Search Monetization

💭Ad of the Day

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🎯 Algorithmic Retention: Hacking Meta & TikTok Ads for More Repeat Buyers

Most brands burn cash on Meta and TikTok ads chasing new customers, but real profit comes from algorithmic retention—training the ad platform to prioritize repeat buyers without extra spend. Here’s how to hack the system and turn one-time buyers into long-term customers on autopilot.

1️⃣ The Lookalike Loop Trick

Most brands build lookalikes from general past buyers—wrong move. Instead, create a “Super Customer” seed audience:

• Buyers who made 2+ purchases in 90 days
• Customers who engaged with loyalty emails or post-purchase flows
• High-AOV customers who didn’t use discount codes
• Repeat buyers from high-LTV geographic regions

Fail-Safe: If the seed size is too small, gradually expand criteria while keeping a focus on high-intent customers.

2️⃣ The “Invisible Retargeting” Move

Retargeting is expensive, but here’s how to make Meta/TikTok do it for free:

• Post a valuable, high-retention video (ex: “3 Ways to Get More From [Your Product]”) with no CTA
• Create an audience of viewers who watched 75%+
• These self-identified warm leads will now be organically re-targeted without extra budget allocation

Fail-Safe: Ensure the first 3 seconds hook attention (bold captions, fast visuals) to maximize watch time and prevent a small retargeting pool.

3️⃣ Reverse Discounting Strategy

Instead of training customers to expect first-purchase discounts, reward repeat orders:

• Customer buys Product A → No discount
• 7 days later → They see an ad: “VIP Perk: 20% Off Product B—Only for Past Buyers”

This makes them feel rewarded for returning, instead of expecting upfront discounts.

Fail-Safe: Tease the exclusive perk in post-purchase emails to prevent drop-off: “Loyal customers unlock exclusive perks—stay tuned.”

4️⃣ The “Re-Purchase Pixel” Hack

Most brands only optimize for first-time conversions—big mistake. Instead:

• Create a custom event for “Second Purchase” in Meta/TikTok Ads Manager
• Optimize campaigns specifically for repeat buyers

Fail-Safe: Ensure the tracking pixel is firing correctly on re-order confirmation pages so the algorithm accurately learns who repurchases.

Final Takeaway

Most brands let ad platforms dictate their strategy—smart marketers train the algorithm to prioritize repeat buyers. Implement these hacks and stop burning ad spend on one-time customers.

📢 Digital Ads Surge While Apple Eyes Search Monetization

The digital ad market is thriving, with major players reporting significant revenue growth while Apple is considering expanding its ad business.

The Breakdown:

🔹 Ad Giants Lead Revenue Growth -  Microsoft (+21%) saw the biggest surge, followed by Meta (+21%) and Amazon (+18%), though Amazon’s growth slowed from 27% last year. YouTube ads grew (+14%), but at a slightly lower rate than 2023 (+16%). Google Ads remained steady at 11% YoY. Reddit, a smaller player, saw a massive +71% YoY increase in Q4 revenue.

🔹 Apple Considers Paid Search Ads for Maps - Apple is considering paid search placements in Apple Maps, similar to Google Maps, allowing businesses to rank higher. While engineering hasn’t started, internal discussions confirm it’s a serious initiative.

With AI-driven search and new ad models emerging, brands should diversify beyond traditional Google and Meta ads. Keeping an eye on Reddit’s rising ad potential and Apple Maps search ads could unlock new growth opportunities.

🎥 Ad of the Day

What Works:

The ad smartly highlights organic, toddler-ready meal starters, instantly targeting parents looking for quick yet nutritious meal options. The clean ingredients list at the bottom reinforces the transparency that health-conscious buyers seek.

The pink and purple tones, alongside child-friendly elements (the spoon and soft lighting), make the product feel fun, inviting, and perfect for little ones. 

The partnership between Once Upon a Farm and A Dozen Cousins leverages the credibility of both brands. It subtly builds trust by associating with established names in the organic and toddler-friendly food space.

What Could be Better:

The ingredient list at the bottom is valuable but easily overlooked due to its small font. Enlarging or repositioning it could make the nutritional benefits stand out more effectively.While the dish looks vibrant, the scattered beans on the plate don’t immediately signal a toddler meal.

Broader Insights:

Positioning this as Latin American-inspired makes it feel both globally inspired and comforting. This taps into consumers’ desire for diverse, flavorful food that still aligns with family-friendly nutrition.

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