Retargeting means showing ads again to people who visited the site but did not buy. It converts far better than a cold audience because these people already know the brand. But the audience is small, so it does not scale on its own.
An effective setup segments visitors by behaviour: product viewers, cart adders and checkout starters should each get a different message. For people who added to cart and did not buy, leading with a trust message (returns, shipping, reviews) instead of a discount protects margin. Frequency control is essential; showing the same person the same ad for days wears the brand down.
An effective setup segments visitors by behaviour: product viewers, cart adders and checkout starters should each get a different message. For people who added to cart and did not buy, leading with a trust message (returns, shipping, reviews) instead of a discount protects margin. Frequency control is essential; showing the same person the same ad for days wears the brand down.
An effective setup segments visitors by behaviour: product viewers, cart adders and checkout starters should each get a different message. For people who added to cart and did not buy, leading with a trust message (returns, shipping, reviews) instead of a discount protects margin. Frequency control is essential; showin…
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