Ads served on the event: 0,21% CTR. Ads served in remarketing line: 2,21% CTR. Thats an increase of 1000+% - What is going on?
For a client we served banners on the exact location (placing a Geo-Fence) of an event for home-owners and the like. The event took place in the Jaarbeurs Utrecht - from 20 till 22 september. We served this banner:
How can we reflect on this (very) low CTR?
As seen before - when serving banners on events - the CTR of these campaigns/lines can be very low (even though the message/ad is highly relevant). The most logical explanation is that people who get an ad served while they are attending the event, are in a rush, strolling the boots, walking etc. Hence the low CTR.
As mentioned, in the weeks that followed the event we served retargeting/remarketing ads/banners on the devices that were ‘captured’ during the event. We served this banner:
How can we reflect on the extremely high CTR of this retargeting/remarketing line?
As mentioned, the CTR of the remarketing campaign is/was 2,21%. That’s an increase of 1000+% - compared to the original line. How can we explain this? In our perspective/experience the most logical explanation is that people who get the ad served in the weeks that followed the event are NOT in rush. They are NOT strolling boot for boot. They have time. Hence the (very) high CTR.
That’s event targeting and remarketing for ya. Want to experiment with your own retargeting/remarketing strategies? Reach out!