We've all been chased around the internet by the same shoe for two weeks. That isn't retargeting — it's harassment with a budget. Done right, retargeting is the most efficient spend in your entire account.
Segment by intent, not just visits
A homepage bouncer and a cart abandoner are not the same person. They deserve different messages, different offers, and different urgency. Map your audiences to where they actually are in the decision:
- Top: Reintroduce the brand and the core value. No hard sell.
- Middle: Handle objections — social proof, comparisons, guarantees.
- Bottom: Remove friction. A reminder, an incentive, a one-tap path back.
Frequency caps aren't a limitation. They're respect, and respect converts.
Sequence the story
Great retargeting feels like a conversation, not a loop. Each impression should advance the narrative instead of repeating it. We build sequenced funnels where the creative evolves as the relationship warms — so by the time someone buys, it feels like their idea.