Definition
Retargeting serves ads to users who took a prior action - visited a product page, added to cart, watched a video - but did not convert. Because the audience already knows you, retargeting consistently delivers the highest ROAS of any paid segment.
Why it matters
Most budgets leak in the middle of the funnel. A disciplined retargeting layer routinely recovers 10-25% of abandoned revenue.
Benchmarks
2-4x the ROAS of prospecting on most accounts
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