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Is your criticism of retargeting based in experience? I'd love to hear more about it. I work at a "retargeting shop" and our customers test the crap out of ou
by brandnewlow 14y ago
Is your criticism of retargeting based in experience? I'd love to hear more about it.
I work at a "retargeting shop" and our customers test the crap out of our tools to make sure we're actually driving results. Others may use more smoke and mirrors, but when done right, retargeting does in fact change user behavior and generate ROI.
- jbooth 14y agoWell, there are situations where retargeting makes a bit of sense, like selling business services on a low-traffic website. But most e-commerce retargeting, IMHO, is trading on the fact that a naive marketing manager will put too much stock in a high conversion percentage. All of those people were, by definition, aware of the product and actively shopping. Did you create a customer? Probably not, maybe by virtue of them clicking the ad instead of going somewhere else, but that's still pretty zero-sum. Prospecting for people who haven't previously clicked the item on your site, but would be interested, is a lot harder and potentially more valuable. All IMHO of course.
- tpiddy 14y agosophisticated marketers have done hold-out tests with retargeting shown that it can drive incremental sales at a profitable roi. this includes big ecommerce brands. granted not every viewthrough and clickhtrough conversion is driven by the advertising, but some definitely are and it is often profitable if a campaign is optimized and run well.