Re-targeting advertisements are part of a of marketeer’s tool kit. Using this technology enables businesses to show advertising to potential customers after they have visited their website or specific product page. I highly recommend that as a business that you would include this as part of your digital strategy. It can help you gain sales from abandoned shopping carts etc.
Recently I have looked at a pair of runners online and for the last 10 days I have seen advertising on every website and app. When I first seen the ads, as a marketer I am aways impressed that someone has served me the advert for the specific product that I was looking at. I have now seen the advert at least 20 times.
Now I ask myself the question: as a consumer, can retargeting become too much? What is too much? 10,20,30 days? 10,20,30 views?
The other part of me as a marketer wants to buy the product to see if they are using a conversion pixel to ensure advert goes away if I convert (I might try this for marketing purposes only 😊)
So, from this question I decided to do some research into the topic and some of the findings are that there is a lot of articles discussing the topic. Some highlights being:
- Users can get frustrated and irritated if they see the advert too many times and be put off buying.
- It raises consumers concerns over privacy as it may be creepy (to non-marketeers or someone who doesn’t understand retargeting ads) that an advert is following them around the internet.
- A high frequency of showing your advert can have an impact on your brand image
My findings conclude that yes as a marketeer or business you 100% should include retargeting adverts in your business, however you should:
- Find the optimal frequency for your ads to be shown based off industry standards
- Segment audiences based on the page they were looking at and show them the relevant advert. Example a homepage visit you may serve a general advert; a product page visit you may server them that specific product in an ad.
- Don’t keep showing the same adverts over and over.
- Different businesses have different conversion times which should be taken into consideration. Someone shopping for a wedding suit will have a longer conversion time than someone shopping online for a gift of a necklace.
- Use a conversion pixel to ensure you stop showing the advert when someone converts