Are Users Seeing Your Ads Too Frequently?
Retargeting members of your audience properly is one of the best ways to increase conversion rates within your target market. Building a retargeting list should be one of your display advertising priorities, but the science to retargeting is far from “set and forget.” Frequency, for instance, plays a significant role in retargeting.
If your message is shown to consumers too frequently, they may begin to feel like you’ve invaded their space. That could cause them to lose respect for your brand, or for the brands you represent. Repetition is your greatest strength, and the most dangerous foe. Here are some tips to use this tool properly.
Consumers are Aware
Retargeting causes ads to “follow” consumers around the Web. Surely you have encountered an over-zealous ad here or there that seems to persist on all of your favorite websites. It’s a behavior that was once fairly unknown to consumers, but the frequency of ads creates an “in your face” atmosphere that turns most people off. Approaching your retargeting efforts with that fact firmly in mind will help you build a retargeting list properly.
Consumers Like Things in Threes
Consumers who report the most positive things about retargeting tend to favor ads near the three impression per day point. At this rate, ads are seen as helpful reminders more than hindrances. Raise that frequency too high and you risk the consumer seeing your brand as intrusive.
Consumers Don’t Mind Being Targeted
Most consumers are aware that banner advertising is targeted specifically to them, and they would prefer it that way. Ads that are off-topic are rare these days, but they do happen. Marketers who go the extra mile to hyper target by location, or even by ad copy, stand to have the biggest gains. However, it would be best to conduct several small scale tests before deploying a large change to your copy.
Retargeting Can Help Your Messaging
Consumers aren’t always aware of what you offer, and they often have difficulties finding what they want from a supplier offering a fair price. That’s a lot of opportunity for you to make some gains, especially in how you market yourself that second and third time around. If you know that your consumers frequently purchase from suppliers that offer free shipping, verified reviews, or anything else that you can offer to set yourself apart, test that messaging and try to increase awareness.
Retargeting is an extremely effective branding tool, but frequent use does have downsides. Try to be aware of the consumer experience and your retargeting efforts will have greater success.
Bio: Ted Dhanik is the co-founder of engage:BDR, and the CEO. Ted Dhanik is based out of Los Angeles, where he helps business leaders grow their audience through premium traffic. Learn more about display advertising with tips from Ted Dhanik.