The Marketing Architects Nerd Alert: When Does Retargeting Work?
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Jun 12, 2025 This talk dives into the surprising performance of dynamic retargeting ads versus generic brand ads, revealing that timing and customer readiness outweigh personalization. The hosts share personal anecdotes, discussing how certain online ads can lead to impulsive purchases. They explore customer journey signals that are indicative of ad effectiveness and analyze how high-intent indicators, like review site visits, play a crucial role. Ultimately, they highlight key strategies for engaging potential customers at pivotal moments in the buying process.
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Rob's AI-Driven Avoidance of Retargeting
- Rob DeMars largely avoids retargeting by mostly using AI tools like ChatGPT for product searches.
- He rarely visits traditional sites or social media, making him almost impossible to retarget.
Alana's Over-Targeted Achilles Ads
- Alana Jasper shares how she was repeatedly retargeted for an Achilles injury product after purchase.
- Despite buying, ads continued showing, highlighting wasted advertiser spending.
When Dynamic Retargeting Works
- Dynamic retargeting ads often underperform generic brand ads on average.
- Effectiveness depends on where customers are in their buying journey, with specific ads working better for those ready to decide.