People seeking support on purchased products could be excluded from retargeting.
In this article, the author notes that knowing who to not target is just as important as determining a target audience. For PPC campaigns in particular, the author suggests the type of audiences that brands could avoid.
The piece states that targeting job seekers is unwise as it could mean a waste of retargeting spend. Also, consumers browsing a company’s support page could also be excluded as they may be looking for help with using a product and not making a purchase.
Depending on business goals, brands may decide on targeting past converters. Further, when running dedicated retargeting campaigns, marketers must ensure that they’re not reaching the same audience through other campaigns.
[3 minute read]