Remarketing a passing fancy
Always I see remarketing described as "performing better than other digital ads", but nowhere have I seen remarketing properly quantified in the media.
These ads do appear to perform better than other ads, because they are being shown to prospective customers who are more likely buy anyway, as compared to ads shown to people who never heard of you. Sure, the ads shown to pending customers appear to convert better.
But the real question here is does remarketing encourage enough pending customers to purchase to justify the ad spend.
When I ran Shari's Berries marketing, I tested this value proposition in two equal groups of pending customers, one received remarketing treatment the other did not. The results of this test showed that the digital ads did not increase overall response. This is just a high performing potential customer segment which remarketing does not add a return on investment to.
When more marketers realize this, the remarketing fad will fade away. Or someone will figure out a subsegment that remarketing makes a difference with. That's the marketing test that I'm waiting to read about.
Founder of 49SEOServices.com