The Play

Establish retargeting campaigns to drive consumers back to your site – creating segments of consumers that have landed on your 1st party properties, and have also been seen in-market, actively shopping for products that you offer.

Approach

Once you’ve established your segment, begin retargeting to those consumers that 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.

Messaging / Content Strategy

Display ads should contain enticing, urgent call-to-actions based on the product the consumer is in-market for. For “general” journey consumers, consider ad content that highlights your best offers across multiple products.