Retargeting – make it useful not intrusive
Retargeting has earned itself a bad reputation as consumers associate it with annoying display ads that follow them about the web for days after visiting a website. We compiled a few tips below to help you to prevent your retargeting activity becoming intrusive:
- Strong creative – creative interactive or dynamic banners which will immediately add value to your campaign by enhancing the user experience
- Targeting – work with your retargeting partner to ensure your ads are intelligently targeted and prevent consumers feeling like they are being spammed
- Time scales – there will be a cut-off point in the effectiveness of a retargeting banner which differs from brand to brand. Consider the purchase cycle for your products and alter the retargeting time accordingly – for example, this may be 48 hours for a pair of shoes but 30 days for a utilities purchase
If you would like more information on how to ensure your retargeting activity is effective, contact your affiliate manager at Equator today.