We have a lot of product owners using retargeting to great effect. There is multiple different ways to use it, depending on your product and campaign funnel you can play around with it to offer users who got to a certain point in your funnel, a second offer/discount to become a user/paid member/buyer of your product.
Other ways is to have ad networks pixel on your product page throughout and re-capture users who have came to your site from other sources, but who are found again using the ad network you buy from.
Results are amazing, traffic is small but it is clearly people who are interested in your service and getting that second chance to capture them is huge.
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