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Essential Visitor Segments To Monitor for Remarketing

Remarketing is one of the most powerful techniques in the history of advertising, but it won't work well if the audiences you intend to attract aren't segmented properly and delivered a message that's not designed to enhance their experience. 

Managing too many audience segments (and the campaigns they align with) however can quickly become cumbersome so it is important that marketers take the time to understand the objectives of the company first and then determine the best way to accomplish them.

While audience segments will differ for each enterprise, some common customer groups that can be used in remarketing could include general site visitors (even those who have visited just once) or shopping cart abandoners (those who never completed a purchase), both of which would rely on remarketing cookies. Other audience segments might include those that just recently converted or a group of a company's most loyal customers. 

There are plenty of different options, but no matter what segments of visitors you identify for your own company, it is imperative that advertisers think about how these audience segments should be treated.

For example, one segment could be more appropriate for a landing page that cross-sells products that the audience might also be interested in based on their previous purchase behavior, while another segment is best suited to a page that up-sells existing customers to a higher level of service (a Gold plan as opposed to a Silver plan for example).

There are still other ways to segment lists that can drive significantly more revenue and increase lifetime customer value. A subscription-based service, for example, may want to advertise a renewal offer to those customers whose accounts are either about to expire or recently lapsed. 

Do you segment your audience for the purpose of advertising, and if so, what do you believe is the best way to organize an audience list for the purpose of remarketing? Share your insights and expertise by submitting a comment below! 
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