Retargeting creative usually pretends to be a first impression. It never is — the viewer knows they were on the site, and the pretence is what makes the ad feel creepy rather than useful.

So the copy owns it plainly, and the creative shows the actual product they looked at against a black ground with nothing else in frame. No lifestyle, no model, no discount in the first touch.

The discount only appears at day five, which meant we stopped paying a margin to people who were going to buy anyway.