New Customers Only

Retargeting is great and as already discussed can really help drive ROI when done correctly, but it doesn't always help increase new customers. For just about any business one of the key objectives is increasing the customer base in order to maximize revenue through the lifetime value of customers, this means continually growing the customer base while retaining those customers and their lifetime value. Retention is a topic for another day as I would like to introduce the concept of reverse retargeting.

What is it? It is utilizing retargeting cookies from the networks and excluding those users who have already visited the site, when ads are served. This means that only people who have not visited the site (new visitors) are shown ads. By doing this the retargeting pool is continually grown and can be evaluated for what it really is, a targeted marketing campaign towards return visitors/customers.