Your opinions on CPM retargeting campaigns for site with 45% return traffic?

[CTSupp]

For those of you familiar with Retargeting, there is the CPA and CPM model. We are leaning towards Fetchback with their CPM model. All is good EXCEPT for their 'View-Through Conversion' fee.

This means that we get charged if someone simply viewed one of their retargeting ads but didnt click the ad, though they still came back to the site at a later day. For some sites this may be fine, but we receive 45% return traffic each month.

So in reality we could be paying them for traffic that was already going to return to our site.

For those of you that have done retargeting campaigns, can you give your feedback as to if this is legitimate concern or not?

Thanks!

[flowsimple]

That depends on

1. how much you are paying for CPM for Fetchback and
2. how much Fetchback increases your traffic or conversion goals
3. if you are measuring revenue, what the total revenue increase is, and if that offsets your cost
   1. Does the return from Fetchback warrant the cost, or would some other marketing/remarketing program give you a higher return?

I'd suggest testing it out to see if it increases your 45% Return traffic. What would you consider an acceptable or successful rate of increase? 50%? 60%? Figure that out and measure the performance of Fetchback against that metric.

In another vein, is it possible to create sophisticated rules for your Remarketing on Fetchback? Perhaps you can create a set of rules where Fetchback only displays ads to your 1 time visitors who have not been back in X amount of days, or something similar.