Not all remarketing audiences are equal. Segment by behaviour for dramatically better results.
Most businesses set up remarketing by creating one audience of 'everyone who visited my website' and showing them all the same ad. This is better than nothing, but it barely scratches the surface of what remarketing can do. Segmentation is the key to making your retargeting budget work five times harder.
Create separate audiences based on which pages people visited. Someone who looked at your 'Emergency Plumber' page has very different intent from someone who browsed your 'About Us' page. Show the emergency visitor an ad about your fast response times and show the browser an ad featuring customer testimonials to build trust.
Time-based segmentation is equally powerful. A visitor from yesterday is a much warmer prospect than one from 28 days ago. Create audiences for 1-3 days, 4-7 days, 8-14 days, and 15-30 days, and bid more aggressively on the most recent visitors while showing more persuasive content to older audiences.
Exclude people who have already converted. There's no point spending money retargeting someone who already called you or filled in your form. Set up a 'converters' audience and exclude it from all your remarketing campaigns. This simple step can save 15-20% of your retargeting budget immediately.