When you set up your retargeting campaign, you’ll automatically start collecting valuable information about your customers. Visitors leave a history of intent data while browsing your site that reveals a wealth of information about their interests and buying behaviors. As previously mentioned, this is the data that retargeting captures and acts on. You can organize user intent data by creating basic audience segments for your retargeting campaigns. Audience segmentation lets advertisers group users based on actions they took on the website. Once you start collecting data to populate these segments, you can serve these targeted groups personalized ads based on demonstrated interests.
Segments:
The value of every user who visits your site is changing in real time. Setting up the right segmentation strategy helps you capture these changes and target users based on their specific interests and demonstrated intent.
VISITOR SEGEMNT:
Someone who visited your site yesterday is more valuable than someone who visited 90 days ago. Someone who browses six pages has shown higher intent than someone who bounces off the homepage. Segmenting these different users will help you identify who you’re marketing to and the goals you want to achieve with each different segment. SEGMENT
PRODUCTS SEGMENT:
Set up product segments for users who have looked at a specific page, product, or piece of content. Users who have gone to a specific product page belong in a product segment. Targeting a product segment lets you engage mid-funnel users with unique creative tailored to reflect their interests. The goal here is to nurture your leads, help them dive deeper into your products, and move comparison shoppers down the funnel.
CART SEGEMNET:
Cart segments capture high-intent users who made it to your checkout page, but didn’t convert. For B2B companies, this could be people who landed on a free trial page, but never filled in their information.
CONVERSION SEGMENT: Finally, create a conversion segment to identify users who already converted. You can then exclude them from retargeting campaigns, or create new loyalty campaigns to encourage repeat purchasing. Create a conversion segment for customers who made a purchase or signed up for an account. You can exclude them from retargeting campaigns designed to convert new prospects, and enroll them in loyalty campaigns for customer retention or cross- and up-sell opportunities. Loyalty segments are incredibly valuable, feeding some of the highest-converting campaigns we see at Us. Target past purchasers with new product launches, recommendations, and exclusive insider news to drive repeat purchases with your most receptive and high-value audience.