Retargeting is a powerful digital marketing technique when campaigns are run correctly. We recommend the following best practices to help ensure you craft retargeting campaigns that result in the brand lift and ROI you may have heard about:
1. Frequency Caps
One or two visits to your website doesn’t mean prospects want to start seeing your ads everywhere they browse. Overexposure quickly results in decreased campaign performance, which is why it’s almost always advisable to use a frequency cap. Prospects may ignore your ads completely, a phenomenon known as banner blindness, or they may begin to have a negative association with your brand as you follow them all over the web.
A frequency cap will limit the number of times a tagged user will see your ads and will prevent potential customers from feeling overwhelmed. Be strategic with how and when you serve ads, and take into consideration that not every website visitor will be at the same point in their purchase journey. We typically recommend 17-20 ads per user per month, but you can work with your retargeting provider to determine what makes the most sense for your campaign.