Why Is Retargeting Performing Much Better Than Everything Else?
This is completely normal.
Retargeting targets users who already:
- visited your website
- viewed products
- interacted with your brand
These users are further down the decision-making process.
As a result, retargeting often generates:
- higher CTR
- higher conversion rates
- lower CPA
- lower COS
The Common Mistake
Many advertisers see strong retargeting results and decide to move budget away from prospecting campaigns.
Initially, performance may improve.
Over time, however:
- fewer new users enter the funnel
- retargeting audience size shrinks
- conversion volume declines
Retargeting is highly effective because prospecting campaigns continuously feed it.
One should not replace the other.
They work together.