Why Is the CTR Low on My Site Retargeting Campaign?
If you're noticing a low click-through rate (CTR) on your Site Retargeting campaign, you're not alone. This article explains why this may occur and what steps you can take to improve performance.
Site Retargeting is available in the US, UK, and Canada.
Understanding CTR in Site Retargeting
For site retargeting-only campaigns, the primary success metric is full delivery of the ordered impressions—not necessarily a high CTR. These campaigns are designed to serve ads to users who have previously visited the client’s website, with the goal of bringing them back to convert at a later time. Because these users have already shown interest, the campaign focuses more on sustained visibility than immediate clicks.
Why CTR Might Be Low
A few factors can contribute to a lower CTR on these campaigns:
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Ad Fatigue: If the same creatives have been running for an extended period, users may become desensitized and less likely to engage.
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Audience Familiarity: Since you're targeting users who’ve already been to the site, they may not feel compelled to click again unless the messaging is fresh and compelling.
Tips to Improve CTR
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Rotate Creatives Regularly: We recommend refreshing your creatives every 4–6 weeks to keep the campaign engaging and avoid ad fatigue.
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Strong Call to Action: Include a clear and compelling call to action (CTA) that encourages users to re-engage with the site.
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Test Different Messaging or Visuals: Try variations in design, messaging, or value propositions to see what resonates best with your audience.
By keeping your creatives fresh and your messaging relevant, you can help maintain or improve your CTR—even on campaigns where that’s not the primary goal.