Is Twitter Tailored Audiences Conscientious Retargeting?

Read this to change the way you think about retargeting, i.e. following your visitors around the web with ads.

Then read this about the exciting new content promotion opportunities Twitter has opened up with the launch of Tailored Audiences.

This stuff is applicable and exciting, especially when paired with our recent push to get to know our customers at HireAHelper. The few retargeting attempts we’ve made so far have been simple tests, advertising to anyone who abandons a certain point in our checkout process. It’s one step better than following every visitor that bounces off our site, but still not as creative or conscientious as I’d like our marketing to be. Like Avinash says in the first post I mentioned, “A single visit to your site does not signal an intention to buy.”

One other thought: we have Facebook retargeting running via PerfectAudience and traditional display retargeting running through AdRoll. Our recent numbers show a much higher ROI from the Facebook retargeting efforts.

Depending on how you value view through conversions, Facebook retargeting is earning us 126% ROI vs. standard display retargeting barely breaking even. It’ll be interesting as we put more time into each campaign to see if the standard retargeting with Adroll starts bringing in a better return. Otherwise, we might just start cyphoning some of the Adroll budget towards our PerfectAudience campaigns.

How do you feel about retargeting? What works? What doesn’t? What are some creative ways you’ve segmented retargeting audiences?