Establish retargeting campaigns to drive consumers back to your site – creating segments of consumers who have landed on your 1st party properties, and have also been seen in-market, actively shopping for products that you offer.
Once you’ve established your segment, begin retargeting to those consumers who are actively in-market. Establish a cadence to update your segment to include new consumers showing in-market activity, and removing consumers from retargeting campaigns when their signal decreases or they eventually make their way further into your sales funnel.
Display ads should contain enticing, urgent CTAs based on the product the consumer is in-market for. For “general” consumers, consider ad content that highlights your best offers across multiple products.