November 23, 2014
The High School Bully
It seems as if the high school bully is back, and he’s not going to leave us alone this time. The bully that follows you everywhere is what ad professionals are referring to as retargeting.
We’ve all experienced it. Say last week you were browsing on eBay for a new pair of leather boots. You search around, see a few nice things but don’t find anything that’s exactly what you’re looking for. You leave the site, and forget that you were ever looking for boots at all.
Why it works
You might be over the boots, but your browser is not: you begin to be overwhelmed by images of the leather boots you briefly saw in a moment of weakness on eBay. On Facebook, you see the boots. On Amazon, you see the same pair of boots. On a Google search for something else, somehow, you see the boots; the bully strikes again.
Retargeting is turning into the junk mail of the digital age. Even though the retargeted ads are still shown to you after you have rejected the product, or if your overall browsing experience is disturbed by this bully. Even if a small amount of people click on that ad, it is considered a huge success by advertisers.
Make it Stop!
The question a brand might ask when faced with offering ads that might be considered bullies is this: How do I increase business visibility and secure quality conversions? The answer lies in planning to bid high enough for your ad inventory. Marketers purchase advertising spots through a process of real-time bidding (RTB). Instead of wasting your time and resources on over-exposing your audience through retargeting ads, put more of your efforts toward RTB and getting quality ad spots over quantity. Tools like Smartyads can work with you as an ad buyer to obtain these quality spots.
Retargeting in theory is a great tool to increase ROI, and if used properly and in moderation it can be great in practice as well. Put that annoying high school bully back in its place and your customers will thank you for it.
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