Remarketing is a marketing action that shows a message to an audience that they interacted with the brand previously. The interaction can be a click, a visit on-site, an email marketing interaction, or any action that users have had with the brand.
For example, if you visit an ecommerce site, see an item of yellow shoes, and then leave this site without a purchase, you probably see ads with these yellow shoes on sites and social media. That isn’t a coincidence, it’s remarketing.
Repeating the same or similar ads is an important part of marketing actions. Not only to generate sales. It´s useful for the brand’s positioning.
When the objective is generating awareness and positioning a brand, product, or service, remarketing is a tactic that must be implemented.
There is a consideration on every remarketing action that you have to keep in mind:
- Avoid advertising fatigue.
Repeat is good but in the correct dose. You have to control the frequency of your campaigns and ads to avoid ad fatigue.
If the frequency is more than 4 a week, it´s time to renew ads creativity for campaigns always on. For special short campaigns (Special seasons) the frequency could rise 12 a week.
These are benchmarks but you have to do your analytics and measure which is your ideal frequency in campaigns.
You can read about frequency and other analytics metrics here.
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