What is the strategic use of segmentation in retargeting?

The strategic use of segmentation in retargeting is to deliver highly relevant and personalized ad messages to users based on their specific actions and behaviors on your website or app, increasing the likelihood of conversion. Instead of showing all retargeted users the same ads, segmentation allows you to create distinct audience segments based on factors such as pages visited, products viewed, items added to cart, purchase history, and time since last visit. By tailoring your ad creative and messaging to each segment, you can address their specific needs and concerns, overcome objections, and incentivize them to complete a purchase or take another desired action. For example, you might show a segment of users who abandoned their cart a reminder of the items they left behind, along with a discount code. Or, you might show a segment of users who viewed a particular product page ads featuring customer testimonials or product demos. This level of personalization dramatically improves ad relevance and effectiveness, resulting in higher click-through rates, conversion rates, and return on ad spend.