The audience targeting trap

We often get carried away by the ability to retarget, and forgot when to let go.

Take hotel booking activities for example, do you know how long is the conversion window? 72 hours, at least for Malaysian case. Based on the user habit, people who are looking to book a hotel are certain that they’ll be traveling exactly on the dates, as usually we book flight first. So if your website is retargeting visitors for a week or longer, you’re probably wasting money.

We get to retarget those who have visited our website in the past 30 days, or up to 180 days according to Custom Audience. But is this really an optimum duration?

Be realistic is the key. Work on your retargeting duration based on your conversion window.