# Strategy #3 - Retargeting

#### The problem this solves

* You have real intent, but people leave before converting.
* They browse services, start forms, check locations, or begin booking, and ***drop off***.
* Retargeting brings them back.

***

#### What you need in Freshpaint to power retargeting

Retargeting audiences in Freshpaint are built from **behavioral signals Freshpaint tracks on your site**.

You do not need CRM uploads for this strategy.

You build **segments** based on user behavior.

Common examples:

| **Event tracked by Freshpaint** | **How it’s used for retargeting**           |
| ------------------------------- | ------------------------------------------- |
| Viewed service page             | Retarget people who showed service interest |
| Viewed location page            | Retarget high-intent local visitors         |
| Form started                    | Retarget users who began but didn’t submit  |
| Appointment booking started     | Retarget users who didn’t finish booking    |

You build this as a **segment** inside Freshpaint Audiences and sync it to your downstream Audiences destination(s). 

***

#### Important: identifiers are required

As with other strategies, the audience must include allowlisted identifiers like:

* Email
* Phone number
* IP address

So ad platforms can match users for retargeting.

***

#### How retargeting actually happens in practice

1. Freshpaint tracks on-site behavior
2. You build a segment like: *“Viewed service page but did NOT complete appointment”*
3. Sync the audience to your Audiences destination(s) such as Meta / Google / Microsoft / DSPs
4. Run retargeting ads to that audience inside the ad platform

***

#### When retargeting should lead/be included in your strategy

Choose retargeting if:

* You have meaningful web traffic
* Users browse services, forms, or locations
* Conversion is not immediate

***

#### Strategic outcomes to expect

* Higher conversion lift per dollar
* Shorter sales / booking cycles
* Better use of existing traffic

***

#### Typical healthcare examples

* Visitors who viewed a service page but didn’t book
* Form starters who didn’t submit
* Patients who booked but didn’t attend

***

#### How to run retargeting compliantly

Retargeting is a targeting technique where ad creative and messaging matter for compliance and patient comfort.

Because users may recognize that they were recently on your site.

#### Follow these recommendations

**1. Use generic, brand-level messaging**

Avoid copy that references the specific action the user took.

* “Still thinking about knee replacement?”
* “Finish booking your dermatology appointment”

Avoid specific references and use broader copy such as:

* “Schedule your appointment today”
* “Care you can trust, close to home”
* “Book online in minutes”

***

**2. Do not reference conditions, services, or diagnoses in the ad**

Even if the audience was built from a specific service page view.

Keep ads broad and brand-safe.

***

**3. Avoid hyper-specific imagery**

Do not show imagery that directly mirrors the page they visited.

***

**4. Let the audience targeting do the work — not the copy**

Freshpaint handles the targeting privately.\
Your ad creative should feel like normal brand advertising.

***

**5. Why this matters**

This approach:

* Avoids user discomfort (“how did they know?”)
* Reduces compliance scrutiny
* Keeps campaigns HIPAA-safe and brand-safe
* Maintains trust while still recovering lost demand

Ready to pull it all together?[ Click here to learn when to combine strategies.](https://documentation.freshpaint.io/~/revisions/n78hLTZVTzvsB5jQ58ss/audiences/audiences-strategy-guides/strategy-2-lookalikes)


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