Retargeting: Spooky or Spectacular?
You’ve probably noticed those online ads that follow you all over the Internet once you visit a website. Retargeting ads, or remarketing ads are a growing marketing trend that is hard to ignore.
Creepy?
An objection that I often hear from clients is that they think retargeting ads are “creepy“ and therefor their target audience will also feel the same way. The truth is only 11% of people have a negative association with the ads.
Power In Numbers
You’ve probably heard that people need to see your ad many times before they will responds to it. Remarketing helps build frequency by showing your ad multiple times to the same audience, helping you hit that magic number sooner. This is incredibly powerful for clients on a tight budget or working with a shorter timeline for their campaign results.
Do They Work?
It only makes sense that retargeting ads would perform better than standard ads because they are targeted at people that have already expressed interest in your product or service by visiting your website. But don’t take my word for it, there are many research sources that indicate that retargeting ads perform better in terms of click-through rates, conversions and even cost per click.
Overkill Factor
Another potential concern with retargeting ads is that the consumer might see your ad too many times. After a while, it can become overkill to continue showing your ad to the same person. Some people might even get mad. Not to fear, the solution is to use “frequency capping” where available (i.e. Google), to limit the number of times your ad is shown to the same person. In the case of Facebook, you’ll need to monitor your ad frequency closer to ensure you don’t reach “maddening” levels.
Scary Stuff
You what’s really scary? Over 67% of online shoppers abandon their shopping carts. Think about that for a moment. You’ve spent money attracting people to your website, they’d decided to make a purchase, they’ve made their selections and then changed their mind and left. Remarketing to shopping cart abandoners is just one way to bring those interested shoppers back.
Put It To The Test
Still a little spooked by remarketing? Why not test it out? Compare your results with other campaigns. I think you’ll be pleasantly surprised that remarketing ads are a welcome addition to your online marketing bag of tricks.
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