How to maximize retargeting ROI with photo reviews

So here’s the tough reality your eCommerce brand if facing:
- Ads are everywhere, and competing for customer attention is becoming more expensive and challenging
- Human brains have learned to ignore ads, so getting your ad noticed is a battle in and of itself
- Advertising clutter makes it extremely difficult for brands to stand out, especially as users learned to tune-out marketing messages and ads
It sounds like a perfect time for brands to recognize the need for less intrusive marketing strategies. Enter the User-Generated Content.
What is user-generated content?
User-generated content is the prime example of creative that does not feel like an ad – influencer marketing and photo reviews are great examples of such tactics.
Here is why UGC is so effective:
- Nearly 70 percent of online consumers look at product reviews before making a purchase.
- Product reviews are 12-times more trusted than product descriptions, and sales copy from brands themselves.
- Web conversions are 29% higher with UGC than campaigns or websites without it.
Why collect reviews with photos?
Because of this long history of communicating without text, our brains have adapted to process visual information more efficiently than text. In a race, text just can’t compete with images. People form judgments quickly – you have only 15 seconds to communicate to a visitor if he or she can trust your brand.
That is why across the board, visual content such as user-generated videos and photos have an immense impact on reach, engagement, and ultimately sales.
- Reviews that include user-generated photos convert up to 91% better than textual reviews
- Visitors of websites that include UGC galleries spend 90% more time on the site
- Social campaigns that incorporate UGC see a 50% lift in engagement
- Ads with UGC generate 5-times greater click-through rates
- UGC drives a 73% increase in email click-through rates
Why use UGC in your remarketing campaigns?
The answer is simple: you can significantly boost conversions by using your products’ photo reviews in Facebook remarketing ads.
According to Neil Patel, social proof is perfect to use in ads because ads with UGC have:
▪ 300% higher click-through rate (CTR)
▪ 50% lower cost per click (CPC)
▪ 50% lower cost per acquisition (CPA) than the ads with brand content.
According to our friends at AdMonks, there are quite a few advantages to creating campaigns featuring UGC:
- You’re telling your brand’s story via your customers’ experience;
- you’re showing how much this experience means to your store;
- You’re building authentic trust by displaying legit photos and words of real people, not celebrities.
UGC + Retargeting = Sales
What would happen if you could target your site visitors with reviews of the exact products they were viewing at your store? Along with them — the cart abandoners, getting authentic customer reviews of the products they left behind? The answer is – conversions!
Admonks team has run an experiment and here are the results from a Dynamic Product Reviews Ad. Look at how overall ROAS looked like with one of their users!
