There are various retargeting strategies you can deploy, and you can configure the actions to trigger based on specific user behavior and your campaign goals. 

Here are four main retargeting strategies you can consider:

• Click Retargeting targets users who have already clicked on your ad. They will see another version of your ad, coupled with a solid CTA. You can go so far as to exclude users who have already completed the desired action so you can more precisely target those who need that extra push to convert.
• Impression Retargeting engages users that have received impressions but have not necessarily engaged with the ad. Impression retargeting serves them a different message across other platforms, helping you expand your marketing reach.
• Site Retargeting enables you to create an audience of users who have visited your site or interacted with it in any way. This is one of the most common types of retargeting and the easiest to implement. Retargeted messaging acts as a follow-up to increase brand awareness and is great to target users who may have visited your landing page but did not take action. 
• Engagement Retargeting targets users based on a series of actions taken, either on your website, landing page, or social pages. Subsequent ads leverage interactions the user has already had, such as downloading a resource or browsing a product, or it could be based on the amount of time spent on the site. Ad messaging can be crafted based on these actions.