Retargeting of ads have taken the marketing world by a storm.
We are witness to ads showing up on our screen based on recent visits to some brands. For many it’s a big nuisance since they always feel being stalked by a brands.
But from brands perspective, retargeting is a necessary evil. For them, it’s more like getting themselves in front every time a user has shown interest in their site.
What is Retargeting
In a layman’s term you can classify it as ads shown to the user based on their recent visits to certain sites. Based on the site, retargeting is done at multiple levels. Few sites do it at the product level, ecommerce site also do it when you abandon a shopping cart, etc.
As shared in Larry Kim’s post, the benefit(s) of retargeting is to ensure that the brand retains the recall value and the engagement continues thereby generating business benefits, which otherwise could have been lost when the user moved away from the site.
Social Retargeting
Though the recent outburst against declining reach of Facebook updates, retargeting is still being seen as a very powerful strategy for brands. Facebook was quick to identify this opportunity and we have more often seen retargeted ads appearing on Facebook.
The introduction of FBX couple of years back was aimed at giving brands a greater control over direct advertising and real-time bidding for ads. Also, last year, FBX was introduced for Newsfeed Ads as well.
Brands have seen the benefits of retargeting and it was observed –
1. Brands see 197% increase in RoI on newsfeed ads compared to ads on the right hand side
2. 21% higher CTR on social retargeting compared to web retargeting
3. 79% lower CPC compared to web regtareting
Check out this interesting infographic by MDG Advertising to know much more.
Let us know what you think about this infographic?
