Why your re-targeting is not as effective as could be
According to a latest report by Merkle Inc . advertisers spend 33% of their advertising budget on Retargeting efforts . That is a huge chunk of the budget! According to another study , the average Click Through Rate for Display ads is 0.07%, while those for Retargeting is ten times that number i.e. 0.7%, . However, that is still dismal. Why? Because of the way most organizations retarget , and obviously, their approach is wrong. There are three major types of retargeting processes which companies perform; Retarget everybody who visited your site. Retarget those who did not convert. Retarget only those who left items in shopping cart. However, all these approaches still result in very low CTRs and conversions. Of course, they are better than general display ads but still dismal - unless you consider 0.7% as great CTR! So, what is the problem? Let’s take the three retargeting scenarios above one by one. Retarget all your visitors – You are j...