If your retargeting campaign fails to ROI, you may soon have no one but yourself to blame. That’s because the hottest trend in display advertising online right now is to place the control — as well as the responsibility — in the hands of users.
The latest company to unleash a comprehensive retargeting system, giving users all the tools they theoretically need to manage their display advertising online, is one-stop-shop Lexity.
Automation and Optimization on the Cheap
Lexity’s new retargeting service promises one of the most robust set of automated, can’t-miss features on the market, all of which should appeal to the small business owner who doesn’t have much time to devote to tracking an implementing online retargeting campaigns. To top it off, Lexity’s retargeting system boasts a price tag as low as $100 a month.
Considering its low cost of entry and impressive list of features — including integration with massive ecommerce platforms, custom ad building tools, and automatic bid management — Lexity’s new retargeting service seems like a no-brainer.
When it comes to self-serve retargeting, however, sometime you get what you pay for. That’s especially true when subscribers are led to believe that they’ve just bought into a no-brainer… because they often get very comfortable with the idea that they can just click a few buttons and then sit back and watch their conversion rates head for the stratosphere.
It all depends heavily on the quality and refining process that the software and algorithms have been through…
The Two Planks of the Platform
In Lexity’s case, it appears that they’ve done their market research on what business owners want out of an automated display advertising and online bidding service. Two of the biggest sticking points when it comes to selling retargeting services to busy entrepreneurs are:
- Fear of wasting money on prospects that will never convert.
- Optimizing the ads and placement is too time-intensive.
To its credit, Lexity has done all it can to minimize those concerns by automating these two tedious parts of managing online display ads. The first part of this hands-off strategy is described as “Sophisticated Custom Ads” on Lexity’s sales page.
As best we can tell, creating ads with Lexity is basically a plug-and-play process in which you load your company’s logo and tagline, while Lexity’s software automatically matches background colors to display sites and even scrolls through your products. According to Lexity’s copy, users can plug in a list of their top-sellers. This gives brands a chance to not only group best selling products together, but seasonal promotional items.
The second plank of Lexity’s system has to do with the even more distressing topic for most first-time retargeters — wasting money. Every advertiser hates to throw money at a campaign that produces zero measurable results, but for small businesses this can be even more daunting.
Lexity’s “automated bid optimization” features aims to cut out as much wasteful spending as possible, using an algorithm that babysits your campaigns (so you theoretically don’t have to). According to the website:
Lexity’s intelligent algorithms automatically manage your bids 24/7 so you won’t waste a cent. Based on a variety of factors including your store size, budget, current ad spend, spending history, and more, we automatically optimize your keyword bidding so you get the most bang for your buck.
In addition to the bid optimizing, Lexity’s system also attempts to optimize ad placement on an ongoing basis; a feat that, once again, is easier said than done.
Despite all the fantastic claims, Lexity’s system definitely holds a lot of promise for entry-level campaign managers who want as much help as possible for the lowest price possible.