Retargeting Plan (Global)

Retargeting is a conversation with people who already know you. The message must differ completely from cold ads: handle objections, do not reintroduce the brand. Never serve the same ad to cold and warm audiences.

Information gathering

Ask up to 4 questions:

1. Which platforms and which offer are being retargeted? Meta / Google / TikTok / YouTube / Pinterest / email and SMS?
2. What event data already exists? Video views, page engagement, landing page visits, add to cart, checkout started, form submits, purchases. If none, run 53-tracking-setup-global first and let data accumulate.
3. How large are the current warm pools, and how large is the first-party list? Pixel audience size plus email/SMS/CRM list size.
4. Budget, and what is the main objection? Price, trust, timing, or "not now"?

Principles