Improving Retargeting Performance

April 2, 2015 3:45 pm Published by

Everyone Knows Retargeting is Working, But How?

Retargeting is a marketing tactic that tracks audience’s online behavior so your ads show up to the most relevant audience.

A study by AdRoll says marketers who use retargeting generally have higher ROIs. In regards to real estate, we are seeing higher click through rates, higher conversion rates, and increased user experience.

Have you ever looked at a hotel online and 5 web searches later; there is an ad for that hotel? Yes, marketers meant to do that! But does it work and is it a good strategy? According to Search Engine Journal: retargeted customers are 3 times more likely to click on your ad than people who haven’t interacted with your business before and retargeting can boost ad response up to 400%.


Pros of Retargeting

  • Remember me? Customers may have clicked off the site, but it must be relevant or of some interest to them so maybe all they need is a reminder. In many cases, websites have so much information and options; the user receives decision fatigues and leaves the site.
  • You can personalize retargeting ads. Remember, people clicked your website but weren’t interested enough to convert – tell them something different.
  • The data you gather from past user patterns can help you understand your audience better and improve your website in general.

Cons of Retargeting

  • Are they following me? It can make people feel uncomfortable and can seem creepy or weird.
  • Your retargeting campaign could show the same products to someone who has just bought the product elsewhere (or if you are not careful, from your actual company!).
  • You don’t want to show the same people the same ad over and over again (talk about annoying). This means you have to devote a lot of time into creating fresh ads.

Two Strategies to be Successful… Not Annoying

  • It is important to put a minimum and maximum on your retargeting campaign to make sure they aren’t seeing your ad too often or too little. A good estimate is about 15-20 ads per month.
  • Maybe they just aren’t that into you. That makes sense, they bought somewhere else or just aren’t in the market anymore. The average internet lead takes up to 1 year to convert, therefore, retargeting for up to 365 days is acceptable.
  • Ideally, ads should be refreshed every 90 days within the real estate retargeting industry.

Forward thinking, an area e360 is focused on for retargeting is not only on the Google Display Network and Facebook, but also all social media outlets and apps. The early indicators have been very positive, stay tuned for more.  

Got a challenge for us?

We have the solution.

Footer Form

  • Hidden
  • This field is for validation purposes and should be left unchanged.

Follow Us For the Latest Industry Insights


As ULI's Ed McMahon explains in @smartcitiesdive, it's a way for communities to differentiate themselves from others – and since most are near highways, they're already transit-ready!

While I knew this day was coming, I’m still sad to see this announcement officially go out…

So, it’s story time about the early days of Google Optimize and how it came to be.

A busy housing data week ahead. Mon @NAHBhome / @WellsFargo builder confidence HMI; Tue @uscensusbureau / @HUDgov housing starts; Wed @nardotrealtor existing home sales; Fri @uscensusbureau / @HUDgov new home sales. 2023 will see more weakness, but rebound shaping up for 2024.

Big news today!

The company I started 16 years ago @AltosResearch has been acquired by HW Media - the publishers of @HousingWire.

@ClaytonACollins has built a terrific operation, with great growth, and an exciting team. I’m lucky to get to join our efforts.


Load More


This message is only visible to admins.
Problem displaying Facebook posts. Backup cache in use.
Click to show error
Error: Error validating access token: The session has been invalidated because the user changed their password or Facebook has changed the session for security reasons. Type: OAuthException
Client Spotlight: Edge-on-Hudson is a 2021 award winning residential mixed used development located on the shores of the Hudson River in Sleepy Hollow, NY. The community offers a rivertown vibe, biking, hiking, parks and more. Come check out the river views under the Manhattan skyline! ... See MoreSee Less