Retargeting is a vital tool to secure sales on acquisition-focused campaigns.
We use an element of retargeting on all direct response campaigns. But unlike many agencies, we still focus on quality placements and tight targeting to ensure our spend is as effective as possible.
But while retargeting can be very powerful, you can have too much of a good thing. Not only can over-reliance on retargeting as a strategy be a waste of money, but it also can distort campaign results.
Done properly, retargeting helps secure sales from all forms of web traffic and gives users a valuable prompt who have genuinely fallen out of your conversion process or who are considering competitive services or products. And the key to getting it right is moderation, control of frequency and recency, and understanding when to start suppressing messaging.
You can also use retargeting to help retention and renewal, as well as re-engaging with former customers to let them know about new events, products or services - making display a valuable addition to your CRM activities.