Retargeting Strategy
Segments by what someone did rather than that they visited, since one message to all visitors wastes most of the list.
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Running it, start to finish
- Build the exclusion list before building any audience.
- Write a different message per intent tier.
- Set up a holdout group before judging performance.
What you get back
The output this produces, every time.
- Builds an exclusion list, where most retargeting waste actually sits.
- Sequences messages as a progression rather than repeating one ad.
- Requires a holdout, without which the reported return is self-flattering rather than measured.
Getting better results
Where this usually goes wrong, and how to avoid it.
- Exclude existing customers first. Serving acquisition ads to people who already bought is common, costly, and actively annoying to your best segment.
- Cut the frequency cap and window. Both are nearly always too high. Someone from eleven weeks ago is not warm, and the impressions do brand damage.
- Run a holdout. Retargeting takes credit for conversions that would have happened anyway. A holdout is the only honest read.
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Written for The AI University. Every prompt in this library is original work — authored, tested and revised here, not collected from elsewhere. 365 of them, free with an account.