As you adjust your budget, you will notice your frequency changes. Once you’ve tested out different budgets to find which delivers the best results, you should also know what frequency is ideal for each segment of your funnel. This will allow you to monitor frequency and make sure it stays at an ideal level, regardless of the size of your audience. 

Making the most of your creative for retargeting 

One of the best ways to continue optimizing your campaigns for better results is to experiment with creative formats, like videos, photos, and ad copy. 

While segmenting your audience properly will set your retargeting campaigns up for success, it is equally important to make sure that the actual ads your potential customers see are converting.