Marketing Retargeting: Trends, Benchmarks, and Challenges

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by Ayaz Nanji

Most enterprise marketers (88%) say they are already using digital retargeting to re-engage users who haven’t converted or purchased on initial visits, according to a recent report from Marin Software.

Moreover, of those marketers who do not currently retarget, more than half (56%) say they plan to start within the next 12 months.

The most popular channel for retargeting is display advertising (81% of marketers who retarget use); next is search (77%), followed by social (48%), mobile (32%), and video (21%).

The most popular tools for retargeting come from Google, with 89% of marketers who retarget using the company’s Remarketing Lists for Search Ads (RLSA) and/or the Google Display Network (GDN).

Below, additional key findings from the report, which was based on data from a survey of 233 enterprise marketers.

Retargeting Budgets

  • Half of the marketers surveyed say they do not have a dedicated budget for retargeting.
  • 51% report spending 10% or less of their total marketing budget on retargeting.
  • More than half respondents expect to increase their retargeting budgets across search, social, and display over the next 12 months.

Effectiveness

  • Marketers who retarget campaigns across multiple channels see significantly better performance compared with advertisers who only retarget within a single channel.
  • For example, in a three-month test conducted by Marin, marketers who simultaneously retargeted on Facebook and display platforms enjoyed higher click-through rates on both channels compared with a cohort of similar marketers who retargeted only on each channel.

Top Challenges

  • 43% of respondents say understanding and attributing performance across different channels is one of their top three challenges with retargeting.
  • 31% say getting sufficient list volume is a major challenge, and 25% struggle with results’ not meeting expectations.