Why retargeting matters
Most first visits don’t end in a purchase, and the visit itself was paid for. Retargeting gives that spent money more chances to finish the job, aimed at people who already showed interest.
Common retargeting audiences
- Product viewers who didn’t add to cart
- Cart abandoners, with the cart contents in the ad
- Past buyers, for replenishment and new arrivals
- Email subscribers who haven’t purchased yet
Questions
How long should retargeting windows run?
Match the buying cycle: short for impulse categories, longer for considered purchases. Chasing a viewer for months past the decision just pays to annoy them.
Why cap ad frequency?
Past a few exposures, extra impressions buy irritation instead of orders. Caps keep the reminder from becoming the reason they avoid you.