An Almost Good Remarketing Ad By iHerb
I think remarketing ads that are dynamic is the way to go for media buyers who are willing to put in the extra effort.
Good dynamic remarketing based on catalog or page viewed increases relevance, engagement and conversions. A worthy investment of resources and effort in some circumstances.
Case in point: I visited iHerb.com and browsed some omega 3s and glycine products. I added them to my cart but I did not purchase them.
I then browsed Facebook and saw the remarketing ad by iHerb with my 2 products in the ad. Their marketing team must have added them via an extensive catalogue, so kudos to them for putting in so much effort.
However, the language is in Chinese. Someone may have wrongly thought that us Singaporeans read Chinese (bad localisation, language issue) and the upselling with 2 irrelevant items which I don't like turns me off a bit.
So that is where it flops, in fact, the remarketing budget for Singapore is largely wasted as many Singaporeans will struggle to read Chinese, making this so much less effective. There are ways to target Chinese speaking foreigners and older Singaporeans via other affinities and signals in Meta.
If they wrote a good copy in English that links to my products well and perhaps throw in a current offer or strong CTA (which is basically the Chinese copy), this ad potentially is a decent remarketing ad.
In fact, they could serve so many variations to me and in fact serve them all over the next few weeks. They can display fish oil related research to ask me to fill in my contact details for an MQL pdf download, mainly to achieve the objective of gaining first party marketing communication permission and now they can email and WhatsApp me.
They could better link to relevant products or push some related clearance sales items. They could run some nice and recent branding ads for recall with a light frequency to sculpt the brand image based on their architecture. They could amplify their current interesting corporate news, etc.
So this is an almost good dynamic remarketing ad. Details really matter in marketing. A misstep in the ad or campaign set up could cost a lot of money as wasted spend.
