Using stated intent can help personalize the customer experience and show content that will help move visitors down the shopping funnel.
Retargeting is one of the most powerful tools eCommerce sites can use to drive conversion. But just because someone visited your shopping cart, it doesn’t mean they are looking to make a purchase. So creating an audience segment based on people who visit the cart, and then trying to target them with ads to buy, means that they will consequently be shown misaligned ads.
For example, using stated intent, you can recognize which of your anonymous visitors are purchase intenders, and create retargeting campaigns and set bidding limits accordingly. This would ensure that your campaigns align with visitor needs and desires, and in turn increase their likelihood to convert.
Integrating personalization isn’t an easy endeavor. It’s going to take time and persistence. Also, be aware that your strategy will need constant adjustment based on changing consumer preferences, new technologies and other factors. It’s a never-ending process that requires assiduous attention and analysis.