If your retargeting campaigns are not performing as you expect, there’s a good chance that you need to improve your segmentation. The biggest mistake a marketer can make in retargeting is to assume that all visitors are alike and show every visitor the same ads. By being lazy and not segmenting your visitors into pools, your results will be poor and a lot of your impressions will simply be wasted, irrelevant spend. For instance, it doesn’t make sense to target a user who has viewed a page about shampoo and show them a banner ad for cat litter.
The secret to successful retargeting is audience segmentation. By segmenting audiences, you will be able to identify and understand the different behaviors and intent of the users on your site. This is very important because it allows you to aggressively target users with relevant ad messages, making the retargeting experience personalized.