Retargeting split by what someone actually did and how long ago, with capped frequency and a hard exit for converters. Cheap traffic, easily wasted.
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The problem
The default setup is one audience of "all visitors, 30 days" seeing one ad. Someone who bounced in four seconds gets the same message as someone who abandoned a full cart, existing customers keep being sold what they own, and frequency runs unchecked until the brand is an irritant.
Cart abandoners, pricing-page visitors, blog readers and four-second bounces are four different people. Recency matters as much — a visitor from yesterday and one from three weeks ago need different messages and deserve different bids.
Past a handful of impressions per week the additional exposure stops persuading and starts annoying. Uncapped retargeting is the reason people install ad blockers, and it costs you money to do it.
The most common waste in any retargeting account is advertising to people who already bought. Exclusion lists come first in every build.
Retargeting reports beautifully because it reaches people already intending to buy. A holdout is how you find out how much of that it caused. Some of it, never all of it.
Tools we use
Still deciding
Google captures demand that already exists. Meta creates demand that does not. Start with whichever describes your product.
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Someone who bounced in four seconds gets the same message as someone who abandoned a full cart. They are different people at different stages, and one ad cannot address both.
The most common waste in any retargeting account, and the easiest to fix. Converter exclusions go in on day one, not after someone notices.
Past a handful of impressions a week the additional exposure stops persuading and starts annoying. Uncapped retargeting is the reason people install ad blockers, and you are paying for it.
Agreed before we start, so progress is visible in the months before it shows up in revenue.
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
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