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Hey Retailers, You’re Missing the Mark on Retargeting [Infographic]

featured image - incrementality and cross-channel

For ecommerce advertisers, retargeting customers and potential customers with dynamic ads has become table stakes. We’re pretty sure you’re already running retargeting campaigns, but how exactly are you optimizing and managing them?

If you’re setting and forgetting your retargeting using a third-party vendor and trusting they’ll provide full data transparency, there’s a better way. If you’re only holding them accountable for metrics such as ROI (return on investment), CPA (cost per action) and ROAS (return on ad spend) rather than the more vital “incremental revenue” metric, there’s a better way.

A truly effective retargeting strategy is managed in-house. It’s the only way to have an unfiltered view behind the scenes of your retargeting campaigns — including your creative and brand safety monitoring, your audience makeup and precise knowledge of where conversions are coming from. In-house control also allows you to target users who have a greater likelihood to purchase from having seen your ads — and by doing so you’re less likely to waste money targeting high purchase rate users who would have converted anyway. Trust us, a third-party retargeting provider won’t calculate these metrics for you. It goes against their interests.

With the benefits of in-house retargeting and incremental return top of mind, Nanigans benchmarked 100 marketers at the world’s top online retailers to uncover the state of retargeting today. The results are laid out in the infographic below.

Some highlights:

• 61% of retailers manage display retargeting in-house
• 90% of retailers are measuring the wrong retargeting metrics
• 18% of retailers spend $200K+ per month on retargeting

How does your retargeting strategy measure up?

Click here or on the image below to download a full size PDF version of the infographic.

Ecommerce retargeting

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