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Very easy to use to make sure you're not leaving money on the table - but don't trust them blindly!
December 13, 2018

Very easy to use to make sure you're not leaving money on the table - but don't trust them blindly!

Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Overall Satisfaction with Criteo Dynamic Retargeting

We use this within our e-commerce department. This makes it very very easy and straightforward to run an extensive remarketing campaign across lots of different publishers so we do not have to invest much time in management or testing creatives. It's all done for us.
  • Has a good reach of publishers and can buy the inventory programatically and all we need to do is set a CPC bid any only pay when a customer clicks. The hard work is done for us.
  • Their ad formats perform very well out-of-the-box so again, we don't need to test lots of different variants because their ads are already very effective.
  • Flexible with budget and commitments. We can change our target spend instantly depending on business concerns without being locked in to a commitment.
  • Information - Criteo is unashamedly black-box and doesn't give customers the ability to audit the numbers. You have to put your faith in Criteo.
  • Budget inflation - sometimes Criteo will recommend bid increases which seem to show a lift in reach and clicks and orders, but when you contrast this with your other numbers time and time again we have seen no incremental impact from some of these spending splurges. Criteo has a level where it is effective, and going over that - the only winner is Criteo as you have spent more. Criteo will not be transparent with you where that level is so you have to work it out yourself.
  • Static CPC - unlike most platforms, you don't have an 'auction' for the click, you set a fixed CPC and this impacts every single click you have from most valubale to least. This means a bid increase of just 5% could have a 10%+ lift in spend for only a few more (less qualified) clicks.
  • Criteo runs at a lower ROI than our other marketing channels.
  • It is a profitable channel for us at between 3:1 and 6:1 return on ad spend.
  • As a share of our overall budget it is a fraction, but gives us so much exposure on different platforms that it's worth it.
Companies that aren't doing any remarketing are leaving money on the table. Criteo is a proven solution that will get you going with effective creative, across lots of different publishers, in very quick order. The management overhead is tiny so you don't need any extra resource to run Criteo.

Criteo also has good access to premium publishers where your ads can appear on top-tier news sites where competition might otherwise be too high.

For agencies, or for companies who have in-house resource already, they could run remarketing campaigns across GDN and Facebook more efficiently than Criteo and would have much more transparency. There would be some substantial management overhead for this of course, so you would need to calculate that through.

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