We follow a granular, highly targeted approach to audience segmentation in order to deliver the most effective remarketing campaigns. This involves several different methodologies: Behavioural segmentation: This is based on users' interaction with your website or application. We segment visitors based on their actions, such as the pages they visited, the products or services they viewed, the content they downloaded, time spent on site, and whether they completed a purchase or form fill. This data is used to tailor specific ads to induce desired actions. Sequential retargeting: We use this strategy to segment audiences based on their position in the sales funnel. The idea is to guide a potential customer through their buyer's journey. For instance, if a visitor reads a blog post, we might show them an ad for an in-depth ebook. If they download the ebook, we could retarget them with a free trial or demo offer. Time-based segmentation: We segment users based on the recency of their visit. Someone who visited your site within the last 24 hours may be more likely to convert than someone who visited a week ago. Hence, we might allocate more budget to show ads to the more recent visitors. Geographical and demographic segmentation: We segment users based on their location, age, gender, device type, and other demographic data. For instance, we might target users in a specific city or state with special promotions or show different ads to users of different age groups based on their interests and preferences. Loyalty segmentation: We segment users based on their purchasing history and loyalty to your brand. This helps us show appreciation to your repeat customers with special offers or incentives, or target lapsed customers with win-back campaigns. Cross-sell and upsell segmentation: We also identify users who purchased a specific product or service, so we can recommend complementary or premium products to them. Value-based segmentation: This is when we segment audiences based on their potential or actual customer lifetime value (CLV). This enables us to allocate more resources to high-value customers. We leverage Google's powerful machine learning algorithms and audience insights to refine these segments continually. Also, our segmentation strategy is never set in stone. It's an ongoing, evolving process that we keep refining based on campaign performance, changing business goals, and market dynamics.