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Retargeting can be effective, but it starts getting really annoying a few weeks after you decided against a product and for me creates a negative image of that
by tomgruner 13y ago
Retargeting can be effective, but it starts getting really annoying a few weeks after you decided against a product and for me creates a negative image of that company because I feel almost harassed. If you use it, I would recommend trying to limit the time frame or frequency of ads shown to something reasonable. Maybe a lot of impressions for a few days, then a few impressions per week for up to 2 weeks, then maybe just a few brief impressions after that. But don't go on for months.
- marcin 13y agoFrequency and time capping are actually a common sense in retargeting. Having said that, current tools are not great at it as it's hard to do proper cohort campaign/analysis. We're addressing it with both time and impression caps, as well as cookie lifetime. Retargeting people on leisure sites or in times when they're usually in 'downtime' mode can also be a problem, which is why precise insight into individual placements is necessary.