In order to segment users effectively, it is important to have large audience sizes at each stage of the funnel.
Elliott Brand
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Customer Journey Retargeting (CJR) is the industry best practice for using retargeting to target the right people, at the right place, at the right time.
However, in order to capture the full benefits of CJR, it is necessary to have large enough audiences at each stage of the funnel so that users in each stage can be effectively retargeted to.
You can view your funnel through the Analytics tool on Facebook Ads Manager.
A healthy funnel is illustrated below:
An important quality of this funnel is that there is a large enough tracked audience at each stage of the funnel (>1000 visitors) to create a custom audience and target individuals at optimal bid prices.
When your store has too many users concentrated at one stage of the funnel, it is impossible to segment audiences outside of this stage. This mitigates much of the benefit of Customer Journey Retargeting, as you are only able to provide one ad experience to a single group of clients.
Before considering Customer Journey Retargeting as a strategy, store owners with funnels that are over-concentrated at one stage should focus developing a healthier funnel. There are a few ways to do so:
- Build organic traffic through content marketing and SEO strategies to build higher quality audiences at upper stages of the funnel.
- Apply conversion techniques and better align product offerings with audience interests to move website visitors more consistently down the website funnel.
Getting a great start with Shoelace requires a healthy funnel - for this reason effective Customer Journey Retargeting does not start with creating unique ad copy, but rather building a great experience to provide a foundation for each customer journey!