Retargeting
Retargeting shows Ads only to an owned Audience of past Visitors, capped at three impressions per Person per day.
Retargeting shows Ads only to an owned Audience of past Visitors, capped at three impressions per Person a day. It converts interest the Site already earned, so it is the cheapest paid Play to start.
Ratings
| Dimension | Rating | Reads |
|---|---|---|
| Scalability | 3 of 5 | medium: higher grows further with spend or automation |
| Cost | 2 of 5 | low: lower costs less per Customer |
| Latency | 1 of 5 | very low: lower answers sooner |
Budget
| Property | Value |
|---|---|
| Tier | $100 |
| Minimum effective budget | $100 a month |
| Monthly spend | Yields |
|---|---|
| $100 | One retargeting Campaign once the Audience reaches the minimum list size. |
| $300 | Retargeting across display, video and social, bounded by Site traffic. |
How it runs
The Audience fills only with Visitors who gave Consent. A Campaign launches once the list reaches the network’s minimum size. It stops when retargeted conversion falls below the Site’s own rate after 30 days.
Processes
Runs as Experimentation, accountable to the Marketing Team.
Also sold as a Service: Demand generation.
Fits
| Fits | Value |
|---|---|
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | Acquisition payback |
| Motions | b2b, b2c |
| Venues | Google Display, YouTube, Facebook |
| States | Live, Repeatable, Scale |
Loop
| Step | Value |
|---|---|
| Hypothesis | Ads to past Visitors, capped at three a day, pay back faster than Ads to new Audiences. |
| Measure | Acquisition payback over 30d, at least 50 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |
Example
A Startup selling a contract-review tool retargets the 3,000 monthly Visitors who read its pricing Page. At $150 a month it recovers 14 trials that left without signing up.