Not using ReTargeting = Leaving money on the table

Hi Jason,

sometimes it is good idea for internet marketers to get out from computer and talk with real people/real customers.

Retargeting problem is for longer talk, but just one example from real world:

During my lessons on university I found quite shocking customer behaviour:

Some of your customers are going to your website/eshop only through adwords (or other PPC system):

I.e. in our case they type "silver jewelry" into search bar, and then check where advertising for www.Silver.Ag is located and click on it.
They ABSOLUTELY do not understand that they are clicking on paid advertising! They simply thinks that google shows them only "natural" search results. And, of course, with retargeting turned on - they found our website much more easily this way.

Now imagine that some customers likes our site very much, make 10-20 purchases, but clicks several hundred times on PPC this way - google is happy, but not us.

And - these are university students! - the nation´s elite - now imagine ordinary people.

There are much more hooks on this, it was just one example.

So it is good idea to double think about "new opportunities" in advertising like retargeting - it is definitely good opportunity for providers (google etc) but if you do not have free budget to burn, you have to double think about retargeting ROI.