Retargeted ads offer so much potential. When a consumer goes to look at a brand or publisher’s content, they’re making the first step in developing a relationship with the company. Retargeted ads, when done right, should still create that brand recognition, but it should also go a step further and encourage brand loyalty, advocacy, and community.
Here are 4 common issues with retargeted ads:
1. Being Static
Repetition can either increase or decrease brand awareness and overall result. You don’t want to be static and repetitive, but rather memorable and engaging. Every time you have someone look at the same image it’s going to lose it’s impact – especially when it’s already a fairly standard-looking image. Today especially, people are used to a constant flow of new information. Each interaction so be valuable.
2. Lacking Amazing Content
People don’t like ads (or content) that don’t provide value or are engaging. The burden for advertisers is to create content that is just as, if not more, interesting as the competing content on the page. This means the content should be unique, visual, and useful to your audience – even if its usefulness is just that it’s entertaining.
3. No Interaction
Give your audience the chance to get creative in your ad experience, and make sure that that content is shareable on their social channels. Often companies will create these experiences as standalone pages, but there’s no reason why creative content can’t live within ad units around the web.
4. Not Being Human-Focused
Every ad needs to have a human element – something your audience can see and relate to. Chances are, your audience isn’t going to relate to the model you place on every website. People can relate to their friends though. And they can relate to stories from people that could be their friends. This is where user-generated content comes in. Using retargeting to connect with the users most likely to engage with your company is great. However, you’re not going to promote any kind of longterm relationship or engagement with a boring (and ignorable) ad.