Segmenting audiences improves effectiveness of a retargeting campaign.
This article recommends marketers to get specific about which visitors they want to retarget. When it comes to prioritising campaigns and setting bids, marketers should put in more effort to retarget users who, for instance, have abandoned their cart, as they are more likely to complete the purchase.
Marketers should also focus on existing customers or highly engaged visitors who spend a considerable amount of time on the website or visit it repeatedly. Segmenting audiences enables marketers to create highly-targeted campaigns while driving audiences to a more relevant landing page.
Further, using eye-catching imagery with compelling ad copy grabs viewer attention and persuades them to click. Retargeting ads have a high ROI as they are aimed at users who have already demonstrated interest in a brand.
[5 minute read]