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Mastering Audience Segmentation This <br>Holiday Season

Ryan Lavery
October 14, 2015



The countdown for the holiday season is on – which means now’s the perfect time to review your retargeting strategies and adjust accordingly. To ensure your retargeting campaigns are delivering the right message to the right audience, audience segmenting is essential.

This post covers audience segmentation and the types of audiences you should have in your holiday campaign.
Identify Target Groups
Using your visitor intent data, segment your visitors into several groups, depending on the page they’ve visited.



  • Home page
  • Category page(s)
  • Product page(s)
  • Add to cart
  • Add to wish list
  • Cart page
  • Checkout page
  • Confirmation page (converted)
  • Sign-in / Login page



Set Up Campaigns Based on Intent


Once you’ve segmented your visitors this way, set up a number of high intent and low intent retargeting campaigns. Each campaign should have specific messaging and creative for the intended audience.

High Intent: Cart Abandonment

To set up a Cart Abandonment campaign, target users who’ve viewed the cart page but haven’t completed the checkout steps. With this campaign type, you can advertise a special holiday discount code or free shipping to get visitors to complete their purchase.

Low Intent: General Branding and Awareness

A General Branding campaign targets users who’ve visited your site but bounced off the home page. So, target the home page audience and exclude all other audiences.

Medium to High Intent: Add to wish list

This unique campaign type is one you can have during the holiday season to spread general brand awareness, or to target users with dynamic ads based on the products they’ve added to their wish list.

Important note: When setting up any of the above campaigns, always exclude users who’ve already converted. This’ll prevent you from spending your budget on users who’ve already made their purchase and may no longer be a good fit for the campaign.

Audience segmentation is key to having impactful campaigns and is the foundation to retargeting success. The above campaigns are just a few examples of what you can create with segmented audiences.

If you’re new to Marin Display, try it for free and get a $100 credit toward your first retargeting campaign.

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