6 ms·

Honest question: Do retargeting ads just appear to perform better because I already had purchase intent and I was already going to go back there to buy it later

• m12k 6y ago
  It's hard to tell, since that data isn't publicly available. But I read this article, which makes the case that this is often the case, and that marketing departments are willfully ignoring this, because it's in their interest to appear useful to the rest of their organization, and it's easy to hide using bad statistics: https://thecorrespondent.com/100/the-new-dot-com-bubble-is-here-its-called-online-advertising https://thecorrespondent.com/100/the-new-dot-com-bubble-is-h...
• ssharp 6y ago
  This is a completely fair question and is something anyone working in performance optimization (marketing, product, etc.) should be asking themselves all the time when looking at data and finding ways to suss it out. In the case of retargeting ads, you can run tests to figure it out. When I was doing more on the marketing side, I used to find a non-profit and then show ads for the non-profit to my retargeting audiences. That way we could test to see what kind of value our retargeting ads had vs. a completely irrelevant retargeted ad. For the most part, the relevant retargeted ad outperformed irrelevant by enough magnitude to make the retargeting campaign profitable.