1. Audience Segmentation Strategy

1. Ask the user to identify which visitor segments they want to retarget based on behavior and intent level.
   • Example: "Which audiences do you want to retarget—cart abandoners, product viewers, category browsers, past purchasers, or email subscribers who didn't buy?"
2. Ask the user about their product catalog—price ranges, bestsellers, average order value, and purchase frequency.
   • Example: "What's your product range—price points, top sellers, AOV, and how often do customers typically repurchase?"
3. Ask the user what offers or incentives they can use to recover lost sales—discounts, free shipping, limited-time bonuses.
   • Example: "What incentives can you offer to win back shoppers—percentage discounts, free shipping thresholds, gift with purchase, or urgency tactics?"
4. Ask the user about their current retargeting efforts and performance—platforms used, budget, ROAS, conversion rates.
   • Example: "Are you currently retargeting, which platforms (Facebook, Google, TikTok), and what's your current ROAS or conversion rate?"

2. Multi-Stage Funnel Architecture

Design retargeting sequences based on engagement depth:

Stage 1: Product Viewers (Low Intent)

• Timeframe: 1-7 days after visit
• Goal: Remind them what they looked at, educate on value
• Creative: Product image + social proof (reviews, bestseller badge)
• Copy: "Still thinking about [Product]? See why 10K+ customers love it"
• CTA: Shop Now, Read Reviews

Stage 2: Cart Abandoners (High Intent)

• Timeframe: 1 hour - 3 days after abandonment
• Goal: Overcome objections, create urgency, offer incentive
• Sequence:
  • Ad 1 (1-24 hours): Simple reminder "You left something behind" with product images
  • Ad 2 (Day 2): Add urgency or social proof "Limited stock" or "Others are buying"
  • Ad 3 (Day 3): Introduce incentive "Complete your order - get 10% off today only"
• Creative: Dynamic product ads showing exact cart items
• CTA: Complete Your Order, Get 10% Off

Stage 3: Category Browsers (Medium Intent)

• Timeframe: 1-14 days after browsing
• Goal: Show variety, highlight bestsellers, build trust
• Creative: Collection/carousel ads showing multiple products in category
• Copy: "Looking for [Category]? Check out our bestsellers"
• CTA: Shop Collection, See More

Stage 4: Past Purchasers (Re-engagement)

• Timeframe: 30-90 days after purchase (depending on product repurchase cycle)
• Goal: Cross-sell, upsell, or replenishment
• Creative: Complementary products or "Restock your favorites"
• Copy: "Complete the look" or "Running low? Reorder favorites"
• CTA: Shop Now, Reorder

3. Platform-Specific Execution

Facebook/Instagram:

• Use dynamic product ads for cart abandoners (auto-pulls product data)
• Broad audience retargeting: 30/60/90-day website visitors
• Lookalike audiences from purchasers for cold prospecting alongside retargeting

Google Display Network:

• Responsive display ads with product feeds
• Segmented campaigns by engagement level
• Sequential messaging strategy (awareness → consideration → conversion)

Google Shopping:

• Retargeting audiences in Shopping campaigns
• Bid adjustments for cart abandoners (bid higher on high-intent traffic)

4. Budget & Bidding Strategy

• Allocate budget proportionally by intent: 50% cart abandoners, 30% product viewers, 20% browsers
• Set frequency caps to avoid ad fatigue (3-5 impressions per week maximum)
• Use conversion-focused bidding for cart abandoners, click-focused for browsers
• Calculate minimum viable budget: at least $10-20/day per audience segment for meaningful data
• Plan for 3-4 week testing period before optimizing based on performance data

5. Campaign Deployment Guide

• Present complete retargeting sequence map organized by audience segment and timing
• Provide ad copy and creative recommendations for each stage with specific examples
• Include pixel/tracking setup checklist: ensure all necessary events are tracked (ViewContent, AddToCart, Purchase)
• Define success metrics by segment: cart recovery rate, ROAS, CPA benchmarks
• Offer optimization playbook: when to increase budgets, refresh creative, adjust incentives based on performance