Retargeting Ad Campaigns: Fine Line Between Growth and Alienation
If at first you don’t succeed, try, try again. Or, in Internet marketing terms, try a retargeting ad campaign.
If your company is involved in online advertising, obviously the goal is to maximize your conversion rate. One of way of doing that is a retargeting campaign (also referred to in slightly less aggressive language, remarketing). Say you have a conversion rate of about two percent on visitors who land on your website, but you’d really like it to be higher. Well, why not try to hit up that 98 percent of people who left your site empty handed?
That, in a nutshell, is what retargeting or remarketing is all about. When someone visits your website, when they surf away, your advertisement will “magically” appear on future websites they go to (assuming they are on a site in your ad network).
It’s highly specialized, in that you are only targeting people who were previously on your site. It can even be more nuanced by targeting visitors who only went to a specific page on your website.
A “retargeting pixel” is placed on your site. So when visitors come to the page(s) with the pixel, they are cookied. When they visit websites in the display networks you are using for a retargeting campaign, they are shown your ads.
Speaking purely as a consumer without my marketing hat on, I tend to get mildly annoyed when I am the subject of a retargeting campaign. I’m not that hung up about it, but I can’t help feel it’s a little Big Brother-y or like stalking.
There are stories of consumers complaining about the same feeling I experience, so if you try a retargeting campaign, don’t overdo it. If done correctly, it can be a very effective tool in increasing online conversions. If not, you risk alienating your customer base.