Remarketing that knows when to stop
Remarketing is usually the cheapest conversions in an account. It is also the easiest way to irritate people into disliking your brand.
Connect the audience, the message and the page they land on.
- Right audience
- Relevant advert
- Focused landing page
Spend, response and enquiries, considered together.
Why segment remarketing audiences?
Someone who abandoned a full basket and someone who bounced off your homepage in four seconds need different messages and deserve different bids. Treating all past visitors as one audience means overpaying for the disinterested and under-serving the nearly-converted.
- Cart and enquiry abandoners
- Highest value. Worth the most spend and the most specific creative.
- Engaged browsers
- Viewed several pages. Worth reaching with reasons to trust you.
- Bounced visitors
- Low intent. Worth very little, and frequently worth excluding entirely.
- Existing customers
- Should almost always be excluded from acquisition campaigns and handled separately.
Frequency caps are not optional
Without a cap, your most engaged prospects see the same banner dozens of times a week. Beyond a handful of exposures the effect goes negative: the ad stops persuading and starts annoying. We cap and rotate creative to avoid it.
It depends on the buying cycle. A few days for an impulse purchase, up to ninety for considered B2B. Retargeting an ecommerce visitor for six months mostly buys impressions from people who already bought elsewhere.