Tag Archive for: retargeting

Excessive retargeting may get your ads “muted” on Google

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Retargeting is undeniably a powerful way to reconnect with potential customers and remind them to take action on something they were interested in. Unfortunately, when done poorly, it can also be terribly annoying.

Now, Google is giving users the power to mute ads from brands who abuse retargeting or remarketing ads.

Retargeting ads – or as Google is calling them, “reminder” ads – are designed to gently nudge someone into taking action on a product or service they previously looked at on a website. They work by tracking what pages a user has looked at but not taken action on, then reserving that content in ads afterword.

The problem is that many fail to monitor just how frequently these ads appear to users. This causes a problem where people see an annoying number of repetitive ads that seem to follow them all around the internet.

 

With the new section in Google’s ads settings, called “Your reminder ads,” you can now see who is retargeting ads to you with Google display ads. You can also mute these advertisers individually is they are showing repetitive or excessive retargeting ads.

If a user mutes an advertiser, their ads will entirely disappear across all of Google’s apps and websites – not just a specific offending ad or campaign. Google says it will soon be expanding this to include YouTube, Search, and Gmail.

The advertiser will be muted for 90 days and can be muted again if desired.

Google also says it has updated the mute feature to sync across devices for logged-in users. This means ads muted on laptop will also be muted on a phone or desktop, and vice-versa.

While users will likely be glad to see this feature, advertisers should take the move as an indication to check their retargeting campaigns. Make an effort to find the “sweet spot” between showing your ads enough times to have an impact without being overbearing. Otherwise, you risk being muted.

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Pinterest Announces 3 New Ways For Brands To Connect With Users

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Pinterest may be one of the leading social platforms around, but its forays into advertising have been slow. The company took its time testing “Promoted Pins” to make sure they didn’t negatively impact users. When the ads finally were rolled out to all, they were also incredibly simple, with limited targeting and customization.

The company is finally expanding its ad platform with new targeting features that will give advertisers entirely new ways to connect with Pinterest’s more than 100 million monthly active users, according to a recent announcement.

Now, you can focus your ad efforts to make sure you are only targeting users who are likely to be interested in your brand and your products, improving the ad experience for both users and advertisers at the same time.

Customer List Targeting

Much like Facebook’s Custom Audiences, Pinterest’s custom list targeting is designed to help you connect with your existing customers on the social image board by targeting users from a list of your customers using email addresses or mobile ad IDs. Pinterest will then match your list with its own user database so you can serve them ads directly.

Visitor Retargeting

Retargeting is a great way to keep potentially interested visitors to your site engaged with your company even if they don’t initially make a purchase. With Pinterest’s visitor retargeting option, you can tag users that come to your site and serve them ads that are particularly suited to their interests and needs.

According to Pinterest, visitor retargeting has increased click-through rates (CTR) by as much as 3x for those who were granted early access to the option.

To use visitor retargeting, you will have to add Pinterest’s conversion tag to your site, which will allow you to tag or exclude users who have:

  • Landed on your homepage
  • Signed up for something
  • Added an item to their cart
  • Checked out

Lookalike Targeting

You might be familiar with this targeting option thanks to the version of it in use at Facebook called Lookalike Audiences. Lookalike targeting lets you reach out to groups of people based on their behaviors and interests specifically based on the activities of your customers.

Pinterest reports that this option increased CTRs for early-access users by up to 65% and increased reach for ads by nearly 30x.

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