Retargeting (now known as Audience Segments) may seem

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If you haven't refreshed your thoughts on retargeting lately, here are some basic reminders on how to optimize it:

Retargeting has been around for so long that we forget that it's not just a way to reach people who have previously visited a website.

You can also retarget people who watched a specific car owner data video on your YouTube channel, any video on your YouTube channel, or your video ad (or some combination of the three) – making your targeting even more targeted.

Don't forget to exclude audiences you don't want to retarget. Examples include:

People who converted.
Previous customers who are unlikely to buy again.
An audience that is not relevant to the category of solutions or services you are promoting.
Unless your business is very narrow and has a single point of focus (e.g. you only sell one product to one type of audience), you should never target all previous website visitors.

Check your audience regularly
Retargeting isn’t “set it and forget it.” As your business changes and grows, you’ll need to update your audiences accordingly. Have you added a new line of services or adjusted your target market? Make sure your audiences reflect these changes.

Retargeting with a limited budget
This strategy is suitable for use, for example, when the client provides a lower budget for retargeting. Then it is suitable to target, for example, only users who watched a video with a new product in action - a much smaller segment of potential customers. The segment addressed is therefore much narrower. This strategy has proven very successful for many B2B advertisers.