Retargeting is easy to explain: somebody has already shown an interest, so the next advert can acknowledge that rather than treating them like a completely new prospect.
The quality comes from how the audience is built. A person who watched a sports-bike review, somebody who used a dealer locator and an existing owner looking at servicing are three different signals. Putting them into one audience may be convenient, but it removes useful context.
Across search, social, display, video and emerging conversational channels, our preference is to build audiences around meaningful actions and then use those audiences where the platform, consent and campaign setup allow. Relevance matters more than the size of the retargeting pool.
Digitally Charged view“Good retargeting should remember why somebody showed interest, not simply remember that they visited.”
A visitor who looked at an adventure motorcycle should not necessarily receive the same follow-up as somebody who researched a supersport model, finance offer or dealer location. The more precisely the original interest can be understood, the more useful retargeting becomes.
That can include model-level website behaviour, video engagement, finance interactions, product-feed activity and first-party CRM data where appropriate permissions exist. The aim is to preserve useful context without creating an intrusive experience.
For dealer and manufacturer campaigns, relevance also helps control frequency and budget. Smaller, better-defined audiences can often be more commercially valuable than repeatedly serving generic creative to every previous visitor.