Retargeting is not prospecting
Prospecting introduces the promise. Retargeting answers the next question: proof, price, friction, or urgency.
Segments to start with
- Visited pricing (price objection)
- Viewed case study (wants proof)
- Started signup (friction)
Message rule
Retargeting should be one step closer to conversion than the original ad. If you repeat the same promise, you waste impressions.