If you subsribe to our Rockhouse blog, then you’ve definitely seen a few posts about retargeting ads (see 6 Steps to the Perfect Retargeting Campaign or the 2014 retargeting success story). Rockhouse emphasizes retargeting because it allows us to maintain contact past website visitors and secure an ROI that is much higher than we’d see with standard search and display advertising. Combining this with Rockhouse Partners’ expertise, client site management, and quick access to ticketing pages, the value of retargeting ads speaks for itself.
We recently completed a retargeting campaign for our client, Indian Ranch in Webster, MA. The campaign resulted in a 550% return on investment, returning potential customers back into the conversion funnel from across the web and from the Facebook news feed. Here are some insights our Rockhouse team gained along the way:
1. Generic ads are effective
Rockhouse discoverd that retargeting ads are most effective when they’re geared to a broader audience. For instance, ads that promoted the entire venue performed better than ads that featured a specific performance. The reason? Without a large amount of website traffic, it is difficult to pinpoint visitors solely on specific activity on your website. Return visitors will usually remember the reason they visited in the first place and generic ads are effective to help push them along the conversion funnel.
2. VTCs tell more of the story
AdRoll, Rockhouse’s retargeting provider of choice, reports view-through conversions (VTC) alongside click-through conversions (CTC). VTCs include customers who saw an ad and converted without actually clicking. This is an important distinction: VTCs guage the ability of an ad to bring customers back into the conversion funnel without earning a click. After an ad is launched, view-through conversions can be measured via future points of contact, including as an email campaigns, social posts, Google searches, or direct visits by the customer. Although, CTCs deliver more value, VTCs help portray the story of individual customer journeys.
3. Retargeting on Facebook is impressive
The Indian Ranch retargeting campaign included ads across Facebook desktop, Facebook mobile and general websites. Ultimately, Facebook desktop portion of the campaign amounted to 59% of all click-through conversions. This high click-through rate tells us that audiences are attracted to retargeting ads that they find in their Facebook feeds. Additionally, customers who are buying tickets through Facebook ads are prone to “like” the page during the transaction, thereby growing the social audience.
At the end of the day, retargeting ads are a no-brainer. Retargeting ad campaigns conducted by Rockhouse Partners have resulted in ticket sales that far eclipse ad spend time after timefd. Furthermore, the setup is seamless for clients that already have a Rockhouse website.