08
Module 8 of 10
Retargeting & Remarketing
Jo pehli baar mein nahi khareeda, use yaad dilao.
8.1Retargeting vs Remarketing
In practice people use both words loosely. What matters is who you are talking to and what you want next.
| Retargeting | Remarketing | |
|---|---|---|
| Who | People who visited or engaged but didn't buy | Existing customers / past contacts |
| How | Ads using Pixel / engagement audiences | Email, WhatsApp, SMS, customer-list ads |
| Goal | Bring them back to complete the action | Repeat purchase, upsell, cross-sell |
8.2The retargeting loop
- 1
Viewed product, 7 days
Show the same product + reviews (Dynamic / catalog ads).
- 2
Added to cart, 3–7 days
Reminder + small push: free shipping or limited stock.
- 3
Engaged on Instagram, 30 days
Introduce the brand story and best-sellers.
8.3Upsell existing customers
e.g. Skincare brand
- →Bought face wash → after 20 days show moisturiser (cross-sell).
- →Bought 1 bottle → offer 3-pack combo (upsell).
- →Bottle lasts 45 days → WhatsApp reminder on day 40 (repeat).
Samjho aise: Naya customer laana mehenga hai, purane ko dobara bechna sasta. LTV yahin se badhta hai.
8.4Rules that save budget
- Exclude purchasers from 'buy now' retargeting.
- Watch frequency — showing the same ad 15 times annoys people.
- Keep retargeting budget a smaller share; it only works if fresh traffic keeps coming in.
Revision notes
- 1. Segment by how warm the person is.
- 2. Upsell and repeat drive LTV.
- 3. Always exclude recent buyers.
Quick quiz
Score: 0/3
Q1.Someone added to cart but left. Best ad?
Q2.Why exclude purchasers?
Q3.Selling a moisturiser to a face-wash buyer is…