I’ve just published the second column in my “Get with the Program(matic)” series for New Zealand’s StopPress  on programmatic ad buying and retargeting best practices. In my second edition, we talk about the basics of audience segmentation.

Poor (or no) segmentation is one of the main culprits in poor retargeting campaigns. In this column, I walk through how to group visitors based on actions they took on a brand’s website. Once segmented, you can target these groups with the most relevant advertising and content for each.

You can set up basic URL segments with audiences defined by specific pages they visited while on your website. Some common, useful groups to create include:

  1. Homepage – (Upper-funnel): target potential customers with more general branding message or discount offer.
  2. Category page – (Mid-funnel): These users may have demonstrated interest in a specific product type; re-engage them with a general category ad for that product (ie. shoes).
  3. Specific product pages – (Lower-funnel): If a site browser looked at a specific product offering (ie. men’s blue Nike Air shoes), they can be retargeted with an ad for those specific shoes.
  4. Shopping cart – These are very high intent users. Target these customers with ads for those specific products they looked at, and include an enticing offer, such as free shipping, to encourage them to complete the purchase.

To read the full article and get all the latest tips on audience segmentation, check out my column on StopPress.

Want to learn more about segmentation and best practices for retargeting? Check out our Next Level Retargeting Guide.