As digital marketing becomes increasingly sophisticated, businesses are turning to a variety of tools to help them reach their target audience. One of the most popular methods is remarketing, which involves targeting users who have already visited a website or engaged with a brand in some way. The idea is that by showing ads to users who have already expressed interest in a product or service, businesses can increase the likelihood of making a sale.
However, the effectiveness of remarketing is not always clear-cut. In fact, there are several potential pitfalls that businesses should be aware of before investing in remarketing campaigns.
First, it’s important to understand how remarketing works. Essentially, when a user visits a website or interacts with a brand in some way, a cookie is placed on their device. This cookie allows the website or brand to target the user with ads across various platforms, such as social media or search engines.
Visiting a site does not always implies a potential purchase
While this may seem like a powerful tool for reaching potential customers, the reality is that many users who visit a website may not actually be interested in making a purchase. They may simply be browsing out of curiosity, or comparing prices and options before making a decision.
This is where remarketing can become a waste of money. If a business invests heavily in remarketing campaigns without taking into account the fact that many visitors may not be ready to make a purchase, they may end up spending a lot of money without seeing much return on investment.
Remarketing considered “annoying” and “intrusive” by users
In fact, according to a study conducted by InSkin Media and RAPP Media, seeing a retargeted ad five times or more is viewed as “annoying” and “intrusive” by users, while ten or more times of seeing an ad make visitors “angry”. More than half of the visitors polled said that they may be interested in the ad the first time they see it, even though only 10% report making a purchase as a result of seeing a remarketed ad.
This means that businesses need to be careful not to overwhelm potential customers with too many ads, and to make sure that the ads they do show are compelling and relevant. Additionally, the timing of the ads is crucial. If a user has already made a purchase or moved on to a competitor, continuing to show them ads can be both annoying and a waste of money.
How to use remarketing effectively
So, what can businesses do to make the most of remarketing campaigns? One strategy is to target specific audiences based on their behavior or interests. For example, a business could create a remarketing campaign that targets users who have abandoned their shopping cart, with the goal of encouraging them to complete their purchase.
But while it may be effective to show one or two ads, and maybe an email to remind them of the benefits they could have thanks to the purchase, one should keep in mind that the risk of being perceived as annoying is behind the corner.
Another important factor is the content of the ads themselves. Businesses should aim to create ads that are visually appealing, with clear calls-to-action and messaging that speaks directly to the user’s interests or needs.
Finally, businesses should consider utilizing different platforms and channels for their remarketing campaigns. For example, social media platforms such as Facebook and Instagram offer powerful remarketing tools that can be highly effective when used correctly. It is important that the potential customers does not feel stalked by the ad following them everywhere.
While remarketing can be a powerful tool for reaching potential customers, it’s important for businesses to be aware of its potential drawbacks. By targeting specific audiences, creating compelling ad content, and utilizing different platforms and channels, businesses can make the most of their remarketing campaigns and avoid wasting money on ineffective ads.