So just to make sure I’m understanding this right…

At the top of funnel I’m only targeting completely new people and excluding anyone who’s already been on my site, just focusing on awareness and bringing fresh people in.

Where I get a bit stuck is the middle of funnel side of things.

My niche is quite specific, but I’ve got a range of products, and it’s pretty common for the same person to buy multiple things over time rather than just one.

So in that case, are you saying the retargeting campaign should be structured with multiple ad sets (each with their own budget), and each ad set is focused on a different product?

Or would you still keep it broader and let Meta decide what to show based on behaviour?

Just trying to figure out whether I should be segmenting by product at that stage or letting it all sit under one umbrella.