A customer sees your ads everywhere online and thinks, “How much are those guys spending on marketing? They must be huge!”
You may not be spending much at all; the reason he or she sees your ads everywhere is due to retargeting.
Step back and remember what “retargeting” is all about. It is a type of behavioral targeting—in other words the customer’s behavior (visiting your website) causes him or her to be shown targeted displays ads during his or her everyday web surfing activities. You aren’t spending money to get placement in front of certain demographics; you are directly targeting customers who have visited your site.
According to eVisibility, the SEO and marketing company recently acquired by LSF Network, Inc., the “They’re Huge” effect is “the consumer phenomenon of established credibility when an Internet marketing company, or any advertising agency, is seen advertising on their most trusted and visited websites.”
Credibility and authority are critical factors in influencing buying decisions and should be seen as the cornerstone benefit of all retargeting campaigns. Trust is vital.
Looking good is as important is looking “big.” On the “aesthetics” issue, Ian Douglass from the creative team at San Francisco-based ReTargeter told RetargetingNews: “We’ve seen that some clients can really neglect their creative and don’t respect how much power the quality of the creative has over their click through.
“We find that really giving your creative some thought, keeping them on brand while interesting and dynamic, can really help your branding and marketing effectiveness.”
“Additionally, with retargeting specifically, consumers have already displayed a level of engagement with the advertiser’s brand,” said Samir Soriano, director of marketing at ReTargeter. “An aesthetically pleasing banner ad can further solidify a trusting relationship between the consumer and the brand. We have CTR (click-through rate) data from countless of A/B tests to prove this.”
