Use retargeting to re-engage customers during key seasonal periods
Display Advertising
Retargeting helps bring back customers who visited your site but didn’t make a purchase. By showing them relevant ads during key seasonal periods, you can boost engagement and sales. It requires ongoing management and a budget but can be quite effective in driving conversions.
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Quick Facts
Channel
Display Advertising
Difficulty Level
Intermediate
Estimated Cost
Medium
Time to Impact
Short (Weeks)
Pros
- Boosts conversions: Retargeting ads serve as reminders to potential customers, increasing the likelihood of them returning to complete a purchase.
- Increases brand recall: Regularly appearing ads help to keep your brand top of mind for customers.
- Targeted marketing: You can segment your audience and tailor ads specifically to their browsing behavior.
- Higher ROI: Since you’re targeting an already interested audience, the chances of conversion are higher, leading to better return on investment.
- Seasonal relevance: You can time your ads to coincide with key shopping periods, maximizing impact.
- Cross-channel capabilities: Retargeting can be implemented across multiple platforms, increasing your reach.
- Data-driven: It leverages user data to optimize ad performance continuously.
Cons
- Can be perceived as intrusive: Over-targeted ads can annoy customers and lead to a negative perception of your brand.
- Requires consistent monitoring: To be effective, retargeting campaigns need ongoing adjustments and monitoring.
- Costs can add up: The budget required for a sustained retargeting campaign can be significant.
- Limited to past visitors: Retargeting does not bring in new customers but focuses on those who have already interacted with your brand.
- Ad fatigue: Customers may get tired of seeing the same ads repeatedly, reducing their effectiveness.
- Complex setup: Properly setting up a retargeting campaign can be intricate and require specialized knowledge.
- Privacy concerns: Concerns over data usage and privacy might deter some customers from engaging with your ads.