Criteo : A great tool if you use it with good KPI and no blind trust
April 11, 2019

Criteo : A great tool if you use it with good KPI and no blind trust

Baptiste CROENNE | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Criteo Dynamic Retargeting

Criteo is used by a few departments and part of my job is to diffuse it throughout the company. It is mainly used for B2C businesses: our e-commerce platforms and some leads on acquisition business. We wanted to retarget new users, or specific audiences through dynamic remarketing products or services. Our main objectives were to increase conversions and improve ROI. Thus, we started to use Criteo as a new remarketing tool next to Google Ads/Facebook Ads.
  • The first strenght of Criteo Retargeting is the user-friendly platform, where you can easily manage your budget and analyse the performance.
  • Secondly, the CPC based model is great advantage of Criteo compare to some competitors.
  • Finally, the post-click attribution. It is more trustworthy and tenable than post-view.
  • Tags and feed implementation : difficult and hard to understand for project and dev teams.
  • The budget part is not clear, especially when the account manager does stuff on his own. It should be possible to change the budget from a period and not month to month.
  • Now we have no information about the creative parts. It will be better to have a vision of which ad is working better than another and on which website.
  • If you are a new entrant in a market, with few acquisition channels, Criteo is going to enhance significantly your ROI with low CPA and high turnover. Usually, with have a CPA below 10€ on our businesses for ROI which can be up to 2.
  • If you already have a clear marketing strategy, with many platforms, Criteo will probably increase your turnover but your ROI will be lower due to the high number of common interactions/conversions between the platforms. It happened frequently, that is why you have to think about your main goal/KPI.
  • Finally, you have to take care of the marketing saturation on your global audience, especially if you use remarketing widely on all your platforms such as Linkedin/Facebook/Google/etc. You should keep a ratio of 60% acquisition and 40% max remarketing, and take that into consideration if you want to launch Criteo campaigns. Once, one of your clients focused only on remarketing cause it had a lower CPA : Facebook & Critéo retargeting. But after a few months, the CPA rose drastically and the ROI declined from 3 to almost one. So keep online dedicated campaigns for Acquisition when you use Criteo.
Criteo Dynamic Retargeting brings different value and possibilities compared to the others. It is a great addition to Google Ads, if you are not doing well with Display Campaigns and/or if you cannot use Dynamic Remarketing on Google cause your products are not "physical". Compared to other Retargeting solutions, its CPC based model and Post click attribution make all the difference. Finally, the account support is great plus it will help you in all aspects or difficulties.
- If you have a lot of high-quality traffic without conversion, Criteo will help to engage and make them convert.
- If you want to increase the turnover by new means.
- If you launch a new business and you have "nice & aesthetic" products, it will be a great addition to your acquisition strategy, with good results usually, including increased brand awareness and turnover.
- If you are selling visibility/notoriety to clients, Criteo is a qualitative display network and it will be well received by your clients.
- I do not recommend Criteo for e-commerce businesses with very high cost. It will have a high CPA and it will be difficult to attribute conversion due to the number of marketing interactions required.

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