The team here at Wheels Up Collective has been running ad campaigns for decades. We’ve learned that some strategies just have that magic touch. One of our favorites? Retargeting.
Ads that use retargeting give your potential customers a friendly nudge to remind them, “Hey, we’re still here… and you liked us enough to check us out already!” It’s personal, it’s effective, and when done right, it works like a charm.
Let’s take a closer look at why this targeting is such a game changer.
Why Retargeting Works
Picture this: A customer visits your website, clicks on a product, but then gets distracted by… who knows, life? Retargeting brings your brand back into their world with an ad that says, “Remember this? It’s waiting for you!” And sometimes, it even offers a little extra incentive, like free shipping or a discount. That can be all you need to bring them back.
This strategy is so effective because it’s hyper-relevant. Retargeting focuses on people who already know your brand, which is why retargeted ads are 70% more likely to convert than first-time display ads.1 It’s not a cold introduction—it’s a warm follow-up.
Balancing Effectiveness and Relevance
Now, let’s talk about something we’ve all experienced: seeing the same ad so many times it feels like it’s following you around. Annoying, right? That’s why frequency capping is essential for balancing exposure. It helps you control how often someone sees your ad, so you stay in the sweet spot—being memorable without becoming a digital stalker.
When you strike the right balance, your audience will appreciate the reminder and feel engaged rather than overwhelmed. It’s like waving to a neighbor—friendly and familiar but not overwhelming.
The Benefits of Retargeting
The data speaks for itself: Retargeted delivers impressive results. Here’s what you can expect when you use it effectively:
Higher Engagement: Retargeted ads boast a click-through rate up to 10 times higher than standard display ads 2
Improved Brand Recall: Retargeting increases brand recall by up to 70%, so your audience remembers you when they’re ready to buy 3
Optimized ROI: Since you’re targeting an audience that’s already shown interest, you’ll see a better return on your ad spend 1
These benefits make retargeting a must-have tool in your advertising toolkit.
Making Retargeting Work for You
Retargeting isn’t just effective—it’s also a lot of fun to experiment with. From designing ads that feel like personal invitations to testing what incentives work best, there’s plenty of room to get creative. Just remember: balance is key, and relevance is everything.
If you’re curious to learn more about building high-performing campaigns, check out Chapter 7 of our ebook, A Practical Approach to Building Epic Ad Campaigns. It’s packed with actionable tips and insights to help you create ads that convert and keep your audience coming back for more.
1 Smarty Ads: Retargeting Stats: https://smartyads.com/blog/what-is-retargeting-and-its-role-in-digital-marketing
2 Google Remarketing: https://mailchimp.com/marketing-glossary/google-remarketing/
3 New Research Proves Contextually Targeted Ads Drive an Increase in Consumer Brand Recall By 70%: https://www.prnewswire.com/news-releases/new-research-proves-contextually-targeted-ads-drive-an-increase-in-consumer-brand-recall-by-70-301405041.html
Comments