Happy Halloween! If you’ve been implementing behavioral campaigns and, in particular, retargeting campaigns, you may have experienced a spooky media moment — retargeting burnout. The targeting strategy is sound and has been delivering at or even exceeding expectations for a while now, but for no discernible reason the campaign appears to be heading south. In fact, there are good reasons and you can do something about it.
Recognize the Burnout
Like all marketing campaigns, behavioral targeting is subject to fluctuation from month to month or season to season, so some variance can be expected. What actually constitutes burnout? The definition of burnout will vary from company to company and even campaign to campaign, according to goals, projections, and environmental factors. Carefully track trends to determine whether your behavioral targeting or retargeting campaign is indeed burning out. Watch your campaign closely at launch and over several months; get a feel for the normal ups and downs. When results dip below average or below targets, note how much below the average you are and for how long. It’ always best to get ahead of issues before you reach undeniable burnout, of course, but as your campaign trends toward a point where it’s negatively affecting your bottom line, take action.
Why does burnout happen? No online media campaign should ever be static. If that were the case, we could all do one plan, set it on autopilot, and forget it. Obviously that’s not a best practice for anything but bankruptcy. When retargeting results falter, your campaign is likely hitting the same people repeatedly. When you reach this point, consider scaling back your retargeting efforts because they’re being wasted. Many of those you are reaching are customers. If so, consider e-mail CRM (define) efforts as a more cost-effective and efficient way to create reminders for existing customers. For site visitors who aren’t customers, you can scale back but it’s likely time to reach out to broader audience pools and acquire new site visitors and customers.
Reverse the Burnout
Put your brand in a new environment, mix up the buy, shift strategies, and pull in more high-quality traffic to reverse the negative trends. Don’t wait until you’ve burned too much of your budget to take these simple steps to ensuring your program’s continued efficacy.
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