5 common retargeting mistakes

With retargeting now a permanent fixture on most media plans we thought it might be a good idea to give the 5 common mistakes we have seen with re-targeting campaigns.

1. Blanket retargeting

Campaigns that target all visitors without considering if the user has converted or is an existing customer. The technology is available to be more sophisticated than this.

2. Using the same creative

This is surprisingly common. If an ad didn’t convert the user in the first instance, what makes advertisers think it will work the next time or the 3rd, 4th, 5th…

Again, the technology is available to create dynamic ads around what the user has viewed. Dont be lazy!

Could even create a campaign to retarget those who have previously purchased with a dynamic ad that includes items that compliment previous purchase.

3. Un capped frequency or high frequency

DSPs operate on a CPC basis so some advertisers think having a high frequency cap is risk free to their bottom line. However, what is this doing to the brand perception? Are you like me, sick of seeing the same brand and ad wherever you go online?

4. Not understanding where the user originated from.

Without detailed and accurate data how can you plan the next campaign effectively? You can go with a mix that works but shouldn’t we always look to improve performance?

There are now options where you can understand the type of user that you have retargeted and has converted. If you knew a PPC visitor responds better to retargeting than a display visitor then this would help with future planning and ensure better budget focus.

5. Site and country targeting

You still need to control the sites that are serving your ads. If you don’t you will see your ads on unrelated sites that may be of poor quality and not in keeping with your brand values. There are also instances where ads re-target users that are on foreign sites and in a different language.

The worst retargeting campaigns can create negative brand perception. Manage these campaigns tightly and allow the exposure to grow organically as opposed to targeting everyone and trying to filter as you go.

Good luck with your campaigns. If you have any questions or want to discuss in more detail feel free to get in touch.