Retargeting

Retargeting shows ads to people who already visited the store or interacted with the brand. It usually looks efficient because those people were closer to buying.

Stock photos and example labels, not customers.

Definition

Retargeting shows ads to people who already visited the store or interacted with the brand. It usually looks efficient because those people were closer to buying.

How to use it

Because the audience is already warm, platform ROAS for retargeting is often high, and part of that revenue would have arrived anyway. Judge it with MER and, where possible, a holdout test.

Keep prospecting and retargeting in separate campaigns and separate lines in the report, so a strong retargeting number does not hide weak acquisition.