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Beating remarketing addiction and testing for incremental value using Google Analytics

Trying to kick remarketing ads? Contributor Andreas Reiffen discusses why you may be addicted to them and explains how KPIs directly aligned with business objectives help avoid the vicious cycle that comes from ROAS-based objectives.

Andreas Reiffen on May 17, 2018 at 1:26 pm

Pay-per-click (PPC) managers love remarketing. At first glance, this makes perfect sense, as it enables marketers to easily improve their return on advertising spend (ROAS) numbers.

But is it really money well spent?

Recently, we performed an audit for a multinational retailer with a specific concern: improving new customer growth. Things developed nicely, there were no performance issues and ROAS more than doubled as spend increased slightly.

But digging a little deeper, we noticed something interesting. Remarketing lists for search audiences (RLSA) traffic had spiked and retargeted website visitors accounted for half of all sales.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Andreas Reiffen

Andreas Reiffen is an entrepreneur, marketing technologist and thought leader in data-driven advertising. Between 2006 and 2008 Andreas operated as a PPC super affiliate working for Zappos and other retailers. In 2008 he founded crealytics, the Berlin-based provider of camato, the leading Google Shopping Tool to automate PLA campaigns and improve performance. Several of the largest international Ecommerce retailers are using camato to manage Google Shopping in more than 100 markets across the globe, generating over $3B in revenues per year. camato has been shortlisted for numerous awards in 2016 including European Performance Marketing and Drum Search.

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Beating remarketing addiction and testing for incremental value using Google Analytics

Trying to kick remarketing ads? Contributor Andreas Reiffen discusses why you may be addicted to them and explains how KPIs directly aligned with business objectives help avoid the vicious cycle that comes from ROAS-based objectives.

About The Author

We're listening.

Beating remarketing addiction and testing for incremental value using Google Analytics

Trying to kick remarketing ads? Contributor Andreas Reiffen discusses why you may be addicted to them and explains how KPIs directly aligned with business objectives help avoid the vicious cycle that comes from ROAS-based objectives.

About The Author

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