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.
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.
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