Level: Beginner
Retargeting reaches people who've already shown some interest, which typically makes it one of the most efficient campaign types to run early on.
Define a Meaningful Audience Window
Retargeting everyone who's ever visited your site, regardless of how long ago, dilutes the audience with people who've likely lost interest — a more recent, tighter window is usually more effective.
Segment by Depth of Engagement
Someone who viewed a product page deserves different messaging than someone who added an item to cart and abandoned it — treating both identically wastes the specificity retargeting allows.
Set a Reasonable Frequency Cap
Retargeting too aggressively risks annoying exactly the people who were otherwise your warmest, most promising audience.
Next step: Use the Sales Letter Writer to match your retargeting copy to the specific stage of interest each segment represents, since a cart-abandonment message and a general brand-reminder message should read very differently.