Design retargeting strategies across platforms to re-engage website visitors and customers. Use when building remarketing campaigns.
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Use this skill when:
Before building retargeting campaigns, clarify:
| Audience | Definition | Intent Level | Message Strategy |
|---|---|---|---|
| Homepage visitors | Visited homepage only | Low | Brand story, value proposition, content offer |
| Category/product page | Viewed specific products or categories | Medium | Product benefits, social proof, comparison content |
| Pricing page visitors | Visited pricing/plans page | High | Overcome objections, demo offer, trial extension |
| Cart abandoners | Added to cart, didn't purchase | Very High | Cart reminder, urgency, incentive |
| Checkout abandoners | Started checkout, didn't complete | Highest | Payment trust signals, support offer, small discount |
| Blog/content visitors | Read articles or resources | Low-Medium | Deeper content, lead magnet, newsletter |
| Case study/testimonial viewers | Read social proof pages | Medium-High | Related case studies, demo CTA |
| Behavior | Segment | Strategy |
|---|---|---|
| Bounced (under 10 seconds) | Low intent — exclude or use awareness messaging | Brand intro or exclude from retargeting |
| 30+ seconds on site | Moderate interest | Value proposition, content offer |
| 2+ minutes on site | High interest | Product detail, social proof, demo |
| Visited 3+ pages | Active research | Comparison content, free trial |
| Returned visitor (2+ sessions) | Strong interest | Direct conversion offer |
| Action | Segment | Strategy |
|---|---|---|
| Downloaded lead magnet | Marketing qualified | Nurture sequence, case studies |
| Watched demo video | Sales interest | Book a call, free trial |
| Started free trial | Active evaluation | Feature education, success stories |
| Submitted form but didn't convert | Hot lead | Follow-up, objection handling |
| Previous purchaser | Customer | Cross-sell, upsell, loyalty |
The retargeting window is how long after a website visit someone remains in your audience. Shorter windows = hotter audiences. Longer windows = cooler but larger audiences.
| Product Type | Consideration Cycle | Recommended Windows |
|---|---|---|
| Impulse purchase (B2C) | Hours to 2 days | 1, 3, 7 days |
| Moderate B2C (fashion, electronics) | 3-14 days | 3, 7, 14, 30 days |
| High-value B2C (furniture, travel) | 14-60 days | 7, 14, 30, 60 days |
| B2B SaaS (low-ticket) | 7-30 days | 7, 14, 30, 60 days |
| B2B enterprise | 30-180 days | 14, 30, 60, 90, 180 days |
Create segments for each window and adjust messaging and bids:
Window 1: 1-3 days (hottest)
Bid: Highest
Message: Direct conversion CTA, cart reminder, urgency
Frequency: Higher tolerance (4-5 impressions/day)
Window 2: 4-7 days
Bid: High
Message: Social proof, objection handling
Frequency: Moderate (2-3 impressions/day)
Window 3: 8-14 days
Bid: Medium
Message: Value reinforcement, new angle
Frequency: Moderate (1-2 impressions/day)
Window 4: 15-30 days
Bid: Lower
Message: Re-engagement, new content, special offer
Frequency: Low (1 impression/day)
Window 5: 31-90 days
Bid: Lowest
Message: Brand reminder, major offer, new product
Frequency: Very low (3-5 impressions/week)
Exclude shorter windows from longer ones. Someone in the 1-3 day window should NOT also be in the 4-7 day audience. This prevents overlap and allows differentiated messaging.
| Audience Temperature | Daily Cap | Weekly Cap |
|---|---|---|
| Cart/checkout abandoners | 3-5 | 15-20 |
| Pricing page visitors | 2-3 | 10-15 |
| Product page visitors | 1-2 | 7-10 |
| Blog/content visitors | 1 | 5-7 |
| General site visitors | 1 | 4-5 |
Instead of showing the same ad repeatedly, tell a story across multiple ad exposures.
VISIT: Person visits website
|
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AD 1 (Day 1-3): THE REMINDER
Message: "Still thinking about [product/topic]?"
Creative: Product image/benefit + soft CTA
Goal: Bring them back to the site
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AD 2 (Day 4-7): THE PROOF
Message: "See how [customer] achieved [result] with [product]"
Creative: Testimonial, case study, or review
Goal: Build trust and credibility
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AD 3 (Day 8-14): THE OBJECTION HANDLER
Message: "Worried about [common objection]? Here's why..."
Creative: FAQ, guarantee, comparison
Goal: Remove barriers to purchase
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AD 4 (Day 15-21): THE OFFER
Message: "Special offer: [discount/bonus/trial] — expires [date]"
Creative: Clear offer with urgency
Goal: Convert with incentive
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AD 5 (Day 22-30): THE LAST CHANCE
Message: "Last chance: [offer summary]"
Creative: Final push with strongest CTA
Goal: Final conversion attempt
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EXIT: Move to long-term nurture or suppress
Run retargeting across multiple platforms to maintain visibility without exhausting any single platform's audience.
Platform Mix Example:
Meta (Facebook/Instagram): Primary retargeting — broadest reach, best dynamic ads
Google Display: Secondary retargeting — reach across millions of websites
YouTube: Video retargeting for consideration phase
LinkedIn: B2B decision-maker retargeting
Email: Direct retargeting via behavioral triggers (cart abandonment, browse abandonment)
Dynamic retargeting shows each person ads featuring the specific products they viewed on your website.
| Stage | Products Shown | Message | Window |
|---|---|---|---|
| Product page viewers | Exact products viewed | "Still looking at these?" | 1-14 days |
| Category browsers | Category bestsellers | "Popular in [category]" | 3-14 days |
| Cart abandoners | Cart contents | "Complete your order" + urgency | 1-7 days |
| Past purchasers | Complementary products | "Goes great with your [purchase]" | 7-60 days |
A burn pixel fires when someone completes the desired action (conversion). It's used to immediately remove them from retargeting audiences.
| Funnel Position | Creative Focus | Examples |
|---|---|---|
| Awareness visitors | Brand story, value prop | "Here's what we do and why it matters" |
| Consideration visitors | Social proof, education | Testimonials, how-it-works, comparisons |
| Intent visitors | Conversion drivers | Offers, urgency, guarantees, demos |
| Cart abandoners | Recovery | Product images, "forgot something?", free shipping |
| Past customers | Retention/upsell | New arrivals, loyalty rewards, cross-sell |
PROSPECTING (Top of Funnel)
Platforms: Meta, Google Search, YouTube, LinkedIn
Goal: Drive qualified traffic to website
Budget: 60-70% of total ad spend
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RETARGETING — Awareness Level (Middle of Funnel)
Audience: All site visitors (exclude bouncers and converters)
Window: 1-30 days
Platforms: Meta, Google Display
Message: Brand value, educational content, social proof
Budget: 10-15% of total ad spend
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RETARGETING — Intent Level (Bottom of Funnel)
Audience: Pricing/product page visitors, cart abandoners
Window: 1-14 days
Platforms: Meta, Google Display, Email
Message: Direct offers, urgency, objection handling
Budget: 10-15% of total ad spend
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RETARGETING — Customer Level (Post-Purchase)
Audience: Existing customers
Window: 14-90 days post-purchase
Platforms: Meta, Email
Message: Cross-sell, upsell, loyalty, reviews
Budget: 5-10% of total ad spend
Before launching retargeting campaigns, verify: