Optimizing Retargeting Campaigns Using Segmentation

This study consists in drawing up practical tips for optimizing retargeting advertising campaigns for a person interested in returning customers. The formed councils will be based on the results of various experiments to optimize retargeting campaigns using segmentation of the audience. The relevance of this study is justified by the fact that the practical component of optimization of remarketing campaigns, backed up by statistics, is not covered anywhere. Quite a lot of unscientific literature illuminating the basic steps for launching advertising campaigns. Practically no general theory describing approaches to creating audience segments for remarketing. Approaches on which you can track the behavior of users a lot, but how to apply them in practice to segments is not clear. Councils that are on the Internet, do not have statistical grounds and practical description. Moreover, one must take into account the fact that the sphere of Internet advertising is in constant development, which quickly makes existing articles irrelevant. The object of the study is the field of Internet marketing, engaged in the return of users to the site.