What is your opinion on excluding previous purchasers when creating a new campaign? There seems to be some disagreement on this subject.
I sell a product that is rarely going to be repurchased (a book series). I've been running campaigns with a 180-day purchaser exclusion, and results are all over the place.
The primary argument I've heard for NOT excluding previous purchasers is that the algorithm uses previous purchasers as a starting point to expand into colder audiences.
But I have a very seasoned pixel, shouldn't it know exactly who my customer is?
If I use a 180-day purchase exclusion, does it just ignore ALL the customer data from the last 6 months? That doesn't make any sense.
Outside of social proof and comments (I use the same post ID, and I already have tons of social proof) why would I spend money on traffic that isn't going to convert again until a new product is released?
Interested to hear the thoughts on this.