A software company wants to re-engage users who've previously visited their website but didn't sign up. Which data segment should they use?
Correct Answer
Remarketing
Why is this the correct answer?
They should use a remarketing segment — in current terminology, one of 'your data' segments. Remarketing segments are built from people who have already interacted with the business: visited the website, viewed particular pages, used the app or watched the brand's videos. The scenario describes exactly that, people who arrived and did not sign up, so they can be reached again with messaging built for their situation, such as addressing the objection that stopped them or offering a trial. This is usually the highest-performing audience available, because familiarity is already established. It works best with an exclusion for people who have since signed up, so budget is not spent persuading existing customers, and with a membership duration that reflects how long the decision realistically takes.
Why are the other options wrong?
Detailed Demographics
Detailed demographics describe characteristics such as education or homeownership. They do not identify previous visitors.
In-market audiences
In-market audiences are people actively researching a category, including many who have never heard of this company.
Lookalike
Lookalike-style segments find new people resembling an existing audience, which is prospecting rather than re-engagement.
Real-world example
A project management SaaS builds a segment of visitors who viewed the pricing page but did not start a trial, excluding anyone who has since signed up. Video ads addressing migration concerns run to that segment, and trial starts from remarketing rise 46%.
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