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We're dot-connectors. Action-takers. We use our fluency in digital + knack for data-inspired storytelling to solve the problems that are holding you back from your next level of growth.

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We take the time to get to know who you are and where you want to be, then dream up the most creative and compelling ways to bring your project to life.

WE'RE VERY TALENTED
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Planning
Positioning
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Web + Mobile
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Merch

DEVELOPMENT

Websites
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MARKETING

Paid Search + Social
SEO + Content
Experiential
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Organic Social
Email + SMS
we're very talented
check out our pricing deck
 

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LEARN ABOUT YOU

Think of this as brand therapy, where you tell us everything about your company, where it's headed, and what hasn't worked in the past. This process can last as long as it needs for us to get what makes you tick.

CREATE A GAME PLAN

Once we help you nail down your goals, we'll create the best possible strategy that fits your budget and timeline. We'll make sure there's plenty of wiggle room for last-minute pivots so it always feels like you.

MAKE SH*T HAPPEN

This is where the fun starts. Our experts will take the lead and get cooking, keeping you in the loop the entire way. You'll always have our full attention — no excuses.

OPTIMIZE + REPEAT

Once we launch, it's still all hands on deck. Our team will track performance, report our findings, and seize every opportunity to make things better — so you can kick back and watch your numbers grow.

our process

Our credo can be summed up in four words: do more, talk less. Once we get to know you inside-out and build out the perfect strategy, we'll serve up the deliverables that are d*mn good, every time.

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August 20, 2025

CTV Advertising for eCommerce Brands Ecommerce is booming, and competition is fierce. Every brand is fighting for attention across social media, search engines, and email inboxes. But there’s another tactic that eCommerce companies can use to break through—Connected TV (CTV) advertising. CTV gives you a powerful way to tell your brand story on the biggest screen in the house—your customer’s TV—without needing a Super Bowl-level budget. If you’re an eCommerce brand in Los Angeles, it might be time to reach people in their living rooms. This guide breaks down what CTV advertising is, why it works so well for eCommerce, and how to get started. What Is Connected TV (CTV) Advertising? CTV refers to streaming platforms and devices that let users watch TV content through an internet connection—think Hulu, Roku, YouTube TV, Amazon Fire Stick, or even gaming consoles. These aren’t cable ads—they’re digital TV commercials that appear before or during content on streaming platforms. So instead of hoping someone scrolls past your Instagram ad, you’re catching them during their favorite show or movie—on a much bigger screen, with way less noise. Benefits of Connected TV CTV is growing fast, and it's not just for big corporations anymore. Here’s why more eCommerce brands are shifting part of their ad budget to streaming TV: 1. Targeted Audience Reach You’re not blasting your message to random households. CTV lets you target viewers by: Demographics (age, gender) Geography (down to zip codes) Interests and behaviors Purchase history or intent Want to reach dog owners in West LA who’ve recently visited an online pet supply store? You can do that. 2. High Engagement on a Premium Platform People are more focused when watching TV than when they’re scrolling on their phones. Your ad isn’t just another swipe—it’s front and center, with sound on, and often can’t be skipped. You’re literally in the room with them. 3. Cost-Effective with No Wasted Spend CTV ads are bought using a cost-per-thousand impressions (CPM) model, so you’re only paying when people actually see your ad. No more wasting money on TV time blocks where you *hope* the right audience is watching. 4. Real-Time Analytics You’ll get detailed performance data just like you do with digital ads. Track impressions, clicks (if paired with QR codes), site visits, and even conversions—something traditional TV could never offer. 5. Seamless Creative Integration Already have video assets from YouTube or social media? You can often repurpose them for CTV, especially if they meet length and quality standards. Or you can create something new, custom-built for the platform—which we can help you with). Why CTV Works for eCommerce Brands Streaming TV is one of the most effective ways you can promote your online business. Here’s why it’s especially good for eCommerce: Builds Brand Trust Consumers trust brands they’ve “seen on TV.” It gives you instant credibility and helps you look like a major player—even if you’re still building your customer base. Complements Your Digital Strategy CTV ads don’t replace your Facebook or Google ads—they amplify them. Run retargeting campaigns for people who’ve already seen your TV ad, or use it to build brand awareness before launching a big email or SMS push. Inspires Action Across Devices People often watch CTV with their phones in hand. You can drive viewers to: Scan a QR code Visit your website Use a promo code Download your app This type of cross-device experience makes it easy for viewers to engage right then and there. How Much Does It Cost? CTV is surprisingly accessible. You don’t need a $100,000 campaign to make an impact. Ad Spend Most platforms require a minimum spend of $5,000–$10,000/month, depending on targeting. Average CPM ranges from $20–$50, depending on audience and placement. Production A professionally produced 15–30 second ad can cost anywhere from $20,000 to $50,000. If you’ve got existing content that works, your production costs could be even lower. Not sure where to start? Many boutique agencies, like COLAB Los Angeles, offer CTV packages tailored for SMBs, including concept, scripting, filming, and media buying. How to Launch a CTV Campaign in 5 Simple Steps Step 1: Define Your Goals Do you want to drive site traffic, increase conversions, or just boost awareness? Your creative and targeting will depend on this. Step 2: Know Your Audience Use your CRM or eCommerce analytics to create audience profiles. What are their behaviors, locations, devices, and shopping patterns? Step 3: Create Compelling Creative Remember, you’ve only got a few seconds to grab attention. Your ad should: Open with a strong visual or hook Showcase your product or offer Include a clear call to action (like “Shop Now” or “Scan to Save”) Keep it short—15 or 30 seconds max Step 4: Choose Your Platforms & Buy Media Work with COLAB Los Angeles to get your ad on Hulu, Pluto TV, Amazon Fire TV, or similar platforms. Use geo-targeting to focus on L.A. or your key delivery zones. Step 5: Track, Learn, Optimize Monitor metrics like impressions, completion rates, conversions, and lift in direct or branded search traffic. Adjust targeting or creative based on performance. Tips for CTV Success Keep it simple – Don’t try to cram in too much. One clear message is better than a crowded story. Use QR codes – Makes it easy for viewers to act instantly from their phones. Test and iterate – Try multiple versions of your ad and see which one drives better results. Pair with retargeting – After viewers see your CTV ad, retarget them with Facebook, Instagram, or Google ads to increase conversion rates. Connected TV Advertising and Your eCommerce Brand If you're an eCommerce business looking to scale your brand presence, CTV is one of the smartest ad channels you can start using today. It combines the power of traditional TV with the precision of digital, giving you the best of both worlds. And best of all—you don’t need a million-dollar budget to get started. Ready to get started? We specialize in helping Los Angeles-based eCommerce brands launch their first CTV campaigns—from creative production to media buying and optimization.

Marketing
June 25, 2025

5 Retargeting Strategies to Increase Conversions If you’ve ever run digital ads and been frustrated with the conversion rate, you’re not alone. The truth is, most website visitors don’t buy on their first visit. Luckily, there is a powerful marketing tool to address this: retargeting. For small and mid-sized businesses (SMBs) in a competitive city like Los Angeles, retargeting ad campaigns are one of the most effective (and budget-friendly) ways to boost conversions. It helps you reach people who already showed interest in your brand, so you’re not constantly chasing new strangers—you’re re-engaging warm leads. Here are five smart retargeting strategies you can start using right now to drive more sales, bookings, or sign-ups. 1. Segment Your Audience by Behavior Let’s start with a big one: not all website visitors are the same—so why show them all the same ad? Segmenting your audience based on their behavior on your website allows you to tailor your message and increase your chances of converting them. How to Segment: Viewed a product page: They’re browsing. Show them ads that reintroduce the product with a benefit or testimonial. Added to cart but didn’t check out: These folks are close. Try offering a discount, free shipping, or urgency-based messaging. Visited your contact page but didn’t submit a form: Retarget them with a “Let’s talk” ad or a case study to build trust. Repeat visitors: These people are circling—give them a reason to act now. Example: A Venice-based apparel brand runs retargeting ads that show sneakers to people who browsed shoes, and jackets to people who looked at outerwear. Each ad is personalized, and conversions go up—no surprise there. Pro tip: The more specific your segments, the more relevant your ads will feel—and relevance = results. 2. Use Dynamic Product Retargeting This is a must-do for eCommerce brands. Dynamic retargeting automatically shows each user the exact product(s) they looked at on your site—no need to manually create dozens of ads. Why It Works: It feels personalized without extra effort. It reminds users what they already wanted. It helps them pick up right where they left off. Platforms That Support It: Facebook/Instagram (via Meta Pixel and Catalog) Google Display Network (via Google Merchant Center) TikTok and Pinterest also offer dynamic formats for product-based ads. Example: An LA-based skincare brand uses dynamic retargeting to show potential customers the exact serum and moisturizer they viewed—plus a bonus code for 10% off if they order today. Pro tip: Add copy like “Still thinking it over?” or “These won’t stay in stock!” to create urgency. 3. Retarget Across Multiple Platforms Most users won’t see your ad in just one place. People bounce between Instagram, YouTube, TikTok, and news sites all day. If you’re only running retargeting on one platform, you’re missing chances to stay top-of-mind. Best Channels to Use Together: Meta (Facebook/Instagram) – Excellent for lifestyle brands and local businesses. Google Display & YouTube – Great for wide reach, search intent, and visual storytelling. TikTok & Pinterest – Best for visual products, younger audiences, or trend-based brands. LinkedIn – Powerful for B2B businesses or high-ticket service providers. Example: A West LA fitness studio runs a 30-second brand video on YouTube and retargets viewers with Instagram Story ads offering a 7-day free trial. One-two punch. Pro tip: Keep your visuals and messaging consistent across platforms so your brand feels familiar and professional. 4. Offer Time-Sensitive Discounts or Incentives Let’s face it—sometimes people need a little push. One of the best ways to increase conversions is to offer a limited-time discount or incentive in your retargeting ad. What You Can Offer: 10%–20% off with a countdown timer Free shipping (a big driver in eCommerce) A free consultation or bonus gift “X spots left” if you offer services or appointments Why It Works: It activates urgency (fear of missing out or FOMO) It rewards people for acting quickly It makes your ad stand out from the sea of brand awareness content Example: An LA-based meal prep company retargets visitors with an ad that says: "Your healthy meals are waiting. Get $20 off if you order in the next 24 hours!" Pro tip: Combine urgency with relevance. Use your segmented audience (see Strategy #1) to match the right offer to the right person. 5. Retarget Based on Video or Social Engagement Not everyone who engages with your content visits your site. But engagement is still intent, and it’s a great audience to retarget. If someone watches 50% of your brand video, likes a post, or saves a reel—they’re showing interest. With platforms like Meta and YouTube, you can retarget them just like you would a site visitor. What You Can Do: Show a follow-up ad to people who watched part of a video Offer a promo code to people who clicked but didn’t convert Promote a lead magnet to those who interacted with your Instagram post Example: A West Hollywood fitness studio posts a video tour of their gym. Anyone who watches more than 15 seconds is retargeted with a “Get 1 Week Free” ad. Pro tip: This is a great way to build warm audiences before peak seasons or big launches. Final Thoughts: Small Shifts, Big Wins Retargeting isn’t magic—but it might be the closest thing digital marketers have to a second chance. In a city as competitive as Los Angeles, where attention spans are short and options are endless, retargeting gives you another opportunity to close the deal. Quick Recap: Segment your audience based on what they did Use dynamic retargeting to personalize your product ads Show up on multiple platforms to follow the customer journey Offer urgency-driven discounts to motivate action Retarget based on content engagement, not just site visits You don’t have to do all of these at once—but even testing one or two strategies can give your ad performance (and your bottom line) a serious lift. Need Help With Your Retargeting Ad Campaign? We help Los Angeles businesses turn more clicks into customers with smart, creative, and data-driven retargeting campaigns. Whether you’re just starting or ready to scale, we’ll build a strategy that actually moves the needle. Contact COLAB Los Angeles today and let’s chat about how to bring your best leads back—and convert them.

Marketing
June 25, 2025

What is Retargeting and How Does it Work? If you’ve ever visited a website, browsed a product, and then magically seen an ad for that same item while scrolling Instagram or watching YouTube, you’ve just experienced a retargeting campaign. For small and medium-sized businesses (SMBs) in Los Angeles, retargeting is one of the smartest ways to make the most of your marketing budget. It helps you stay visible to the people who already showed interest in your brand—and gives you another chance to turn browsers into buyers. This guide will walk you through everything you need to know about retargeting: what it is, how it works, the tools you need, and how to use it effectively to grow your business. What Is Retargeting? Retargeting is a type of online advertising that targets people who’ve previously interacted with your website, app, or content but didn’t take action—like making a purchase or signing up for your email list. It’s an effective way to reconnect with people who have already considered becoming customers. For example, someone in Silver Lake might browse your local skincare brand’s website, add a moisturizer to their cart, then leave to scroll TikTok. Later that day, they see a Facebook ad reminding them of that same product—maybe with a 10% off code. That’s retargeting in action. Retargeting vs. Remarketing: What’s the Difference? While the terms retargeting and remarketing are often used interchangeably, there’s a subtle difference between the two: Retargeting typically refers to using paid ads (like on Google, Facebook, or Instagram) to re-engage users who have interacted with your website or content but didn’t convert. Remarketing traditionally refers to reaching out via email, such as sending follow-up messages to someone who abandoned their shopping cart or downloaded a free guide. In modern marketing, the lines are blurry—many platforms and agencies use “remarketing” to describe both tactics. But in general, retargeting = ads, and remarketing = emails. Together, they create a powerful 1-2 punch for bringing customers back and boosting conversions. How Retargeting Works Retargeting is powered by tracking technology—usually a small piece of code (called a pixel or tag) added to your site. Once installed, it tracks who visits your pages and what they do there. Here’s the basic flow: A visitor comes to your site. The pixel tracks their visit and adds them to a custom audience. When that user visits other platforms (like Facebook, YouTube, or news websites), your ads appear just for them. You remind them what they loved. They come back. They convert. There are two main ways to build retargeting audiences: 1. Pixel-Based Retargeting This method automatically tracks anyone who visits your website and allows you to retarget based on their behavior. Example: “People who viewed product pages but didn’t add anything to cart.” Pro: Automated and dynamic Con: Can’t track users who didn’t allow cookies or who browse in private mode 2. List-Based Retargeting You upload a list of customer emails or phone numbers (from your CRM or newsletter signups), and the ad platform matches that data to user accounts. Example: Show loyalty offers to past buyers Pro: Super precise Con: Requires a solid email list Types of Retargeting Campaigns There’s more than one way to bring someone back. Let’s break down the most common retargeting approaches SMBs in L.A. are using right now: Website Visitor Retargeting Show ads to people who visited specific pages. Target: Homepage viewers, product page visitors, checkout abandoners Ideal for: eCommerce, service-based businesses, and local shops Dynamic Product Retargeting Serve ads that display exactly what a person looked at. Target: “People who viewed this leather backpack” Ideal for: Online retailers with product catalogs Video and Engagement Retargeting Reach people who watched your videos or interacted with your posts. Target: People who watched at least 50% of your Instagram reel Ideal for: Brands with active social content or educational videos Lead Magnet / Funnel Retargeting Retarget people who downloaded a free guide, booked a call, or joined your newsletter. Target: “People who downloaded the L.A. Homebuyer Checklist but didn’t schedule a consultation” Ideal for: Realtors, law firms, consultants, and B2B services Where Can You Run Retargeting Ads? Meta Retargeting Ads (Facebook & Instagram) Use the Meta Pixel to track user behavior and retarget based on it. Can also retarget based on post engagement, messages, or video views. Great for visual brands and local businesses that want to stay top-of-mind. Bonus: Instagram Stories + product stickers = fast conversions. Google Retargeting Ads (Search, Display, and YouTube) Use the Google Tag to retarget on Google’s Display Network, YouTube, Gmail, and even search results. Show ads to past visitors as they browse news sites or watch how-to videos. Best for intent-based products and services, especially with YouTube how-to content. Other Platforms LinkedIn: Excellent for B2B brands targeting by job title or industry TikTok: Best for brands targeting younger audiences with engaging, fast content Pinterest: Great for wedding planners, designers, and home goods brands Why Retargeting Works So Well for SMBs in Los Angeles Los Angeles is competitive and noisy. Everyone’s vying for attention—whether you’re in fashion, fitness, or food. Retargeting gives you a cost-efficient way to cut through the noise by focusing on the people who already know you. Here’s why it’s so effective: Warmer audiences convert better You maximize the traffic you're already paying for It’s cheaper than cold traffic ads You can personalize your message to where someone is in the buying journey Helps you stay top-of-mind in a competitive market like L.A. Retargeting Best Practices for Los Angeles Businesses Segment your audiences Treat a homepage visitor differently than someone who abandoned a cart. Tailor your message based on behavior. Use frequency caps Don’t overuse retargeting ads. Cap your ad views to avoid ad fatigue. Rotate creative Keep your visuals and copy fresh. This also helps cut down on ad fatigue. Have a strong CTA Offer a discount, highlight social proof, or create urgency (“Limited Time Only”). Exclude recent buyers Save money by excluding customers who just converted—unless you’re upselling or offering related items. Common Retargeting Mistakes to Avoid Retargeting everyone who visited your site—refine your audience. Showing the same ad over and over—rotate creative regularly. Forgetting to include a CTA—encourage people what to do next. Not tracking results—always check performance and adjust. Retargeting Campaigns for Your Business If you’re running a business in L.A.—whether it’s an eCommerce store, a service company, or a local shop—retargeting should be part of your strategy. It's one of the easiest ways to recover lost leads, increase ROI, and keep your brand in front of the people most likely to convert. You don’t need a massive budget. You just need a smart setup, the right messaging, and good creative. FAQs: Retargeting Campaigns 1. What is retargeting? Retargeting is a form of digital advertising that allows you to show ads to people who have previously visited your website or interacted with your brand. It helps bring back potential customers who didn’t convert the first time. 2. How does retargeting work? It uses a small piece of code (a pixel or tag) placed on your website to track visitors. When those users browse other sites or apps, your ads appear to remind them of your brand or products, encouraging them to come back and take action. 3. What’s the difference between retargeting and remarketing? Retargeting typically refers to showing ads across platforms like Google or Meta, while remarketing often refers to re-engaging leads through email. Both aim to convert warm leads into paying customers. 4. What platforms support retargeting ads? Popular platforms include Google Ads (Search, Display, YouTube), Meta Ads (Facebook and Instagram), LinkedIn, TikTok, Pinterest, and more. Each offers different targeting options depending on your audience and goals. 5. Is retargeting effective for small businesses? Yes, retargeting is especially effective for SMBs because it focuses your budget on warm leads—people already interested in your business—making it more likely to convert and increasing ROI. 6. How long should I run a retargeting campaign? That depends on your goals, budget, and sales cycle. Many businesses run ongoing retargeting campaigns, adjusting frequency and creative regularly to stay fresh and effective. 7. Can I control how often someone sees my retargeting ads? Absolutely. Most ad platforms allow you to set frequency caps, so users don’t see your ad too many times. This helps you stay top-of-mind without becoming annoying. Contact COLAB Digital Marketing for Your Next Retargeting Campaign Retargeting is one of the most effective digital marketing tactics to remind the right people why they were interested in your product or service. Need help setting up or optimizing your retargeting strategy? We help L.A.-based businesses run smarter ads that bring customers back—and get them to convert. Contact COLAB to talk about how to turn your site visitors into loyal buyers.

Marketing
NO MISPELLINGS HERE
 
 
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comment
megaphone

We're making waves across the internet

LET'S CHAT
 

Relax your shoulders. we're here.

We're dot-connectors. Action-takers. We use our fluency in digital + knack for data-inspired storytelling to solve the problems that are holding you back from your next level of growth.

LET'S GET PERSONAL
 
 
 
 

What we do

We take the time to get to know who you are and where you want to be, then dream up the most creative and compelling ways to bring your project to life.

WE'RE VERY TALENTED
service-strategy

STRATEGY

Planning
Positioning
Market Research
GTM Strategy
Competitive Analysis
Audit + Optimization
service-design

DESIGN

Web + Mobile
Branding + Refresh
Illustration
Pitch Decks
Print Media
Merch
service-development

DEVELOPMENT

Websites
Mobile Apps
Prototyping
Architecture
Custom Software
SaaS Development
service-marketing

MARKETING

Paid Search + Social
SEO + Content
Experiential
Photo + Video
Organic Social
Email + SMS
we're very talented
check out our pricing deck
 

JOIN THE COOL
KIDS CLUB

WE SAVED YOU A SEAT
 

OUR PROCESS

Our credo can be summed up in four words: do more, talk less. Once we get to know you inside-out and build out the perfect strategy, we'll serve up the deliverables that are d*mn good, every time.

imgBulb

LEARN ABOUT YOU

Think of this as brand therapy, where you tell us everything about your company, where it's headed, and what hasn't worked in the past. This process can last as long as it needs for us to get what makes you tick.

imgBulb

CREATE A GAME PLAN

Once we help you nail down your goals, we'll create the best possible strategy that fits your budget and timeline. We'll make sure there's plenty of wiggle room for last-minute pivots so it always feels like you.

imgBulb

MAKE SH*T HAPPEN

This is where the fun starts. Our experts will take the lead and get cooking, keeping you in the loop the entire way. You'll always have our full attention — no excuses.

imgBulb

OPTIMIZE + REPEAT

Once we launch, it's still all hands on deck. Our team will track performance, report our findings, and seize every opportunity to make things better — so you can kick back and watch your numbers grow.

LET'S SHOW YOU HOW IT'S DONE
NO MISPELLINGS HERE
 

we write REAL good too.

August 20, 2025
CTV Advertising for eCommerce Brands Ecommerce is booming, and competition is fierce. Every brand is fighting for attention across social media, search engines, and email inboxes. But there’s another tactic that eCommerce companies can use to break through—Connected TV (CTV) advertising. CTV gives you a powerful way to tell your brand story on the biggest screen in the house—your customer’s TV—without needing a Super Bowl-level budget. If you’re an eCommerce brand in Los Angeles, it might be time to reach people in their living rooms. This guide breaks down what CTV advertising is, why it works so well for eCommerce, and how to get started. What Is Connected TV (CTV) Advertising? CTV refers to streaming platforms and devices that let users watch TV content through an internet connection—think Hulu, Roku, YouTube TV, Amazon Fire Stick, or even gaming consoles. These aren’t cable ads—they’re digital TV commercials that appear before or during content on streaming platforms. So instead of hoping someone scrolls past your Instagram ad, you’re catching them during their favorite show or movie—on a much bigger screen, with way less noise. Benefits of Connected TV CTV is growing fast, and it's not just for big corporations anymore. Here’s why more eCommerce brands are shifting part of their ad budget to streaming TV: 1. Targeted Audience Reach You’re not blasting your message to random households. CTV lets you target viewers by: Demographics (age, gender) Geography (down to zip codes) Interests and behaviors Purchase history or intent Want to reach dog owners in West LA who’ve recently visited an online pet supply store? You can do that. 2. High Engagement on a Premium Platform People are more focused when watching TV than when they’re scrolling on their phones. Your ad isn’t just another swipe—it’s front and center, with sound on, and often can’t be skipped. You’re literally in the room with them. 3. Cost-Effective with No Wasted Spend CTV ads are bought using a cost-per-thousand impressions (CPM) model, so you’re only paying when people actually see your ad. No more wasting money on TV time blocks where you *hope* the right audience is watching. 4. Real-Time Analytics You’ll get detailed performance data just like you do with digital ads. Track impressions, clicks (if paired with QR codes), site visits, and even conversions—something traditional TV could never offer. 5. Seamless Creative Integration Already have video assets from YouTube or social media? You can often repurpose them for CTV, especially if they meet length and quality standards. Or you can create something new, custom-built for the platform—which we can help you with). Why CTV Works for eCommerce Brands Streaming TV is one of the most effective ways you can promote your online business. Here’s why it’s especially good for eCommerce: Builds Brand Trust Consumers trust brands they’ve “seen on TV.” It gives you instant credibility and helps you look like a major player—even if you’re still building your customer base. Complements Your Digital Strategy CTV ads don’t replace your Facebook or Google ads—they amplify them. Run retargeting campaigns for people who’ve already seen your TV ad, or use it to build brand awareness before launching a big email or SMS push. Inspires Action Across Devices People often watch CTV with their phones in hand. You can drive viewers to: Scan a QR code Visit your website Use a promo code Download your app This type of cross-device experience makes it easy for viewers to engage right then and there. How Much Does It Cost? CTV is surprisingly accessible. You don’t need a $100,000 campaign to make an impact. Ad Spend Most platforms require a minimum spend of $5,000–$10,000/month, depending on targeting. Average CPM ranges from $20–$50, depending on audience and placement. Production A professionally produced 15–30 second ad can cost anywhere from $20,000 to $50,000. If you’ve got existing content that works, your production costs could be even lower. Not sure where to start? Many boutique agencies, like COLAB Los Angeles, offer CTV packages tailored for SMBs, including concept, scripting, filming, and media buying. How to Launch a CTV Campaign in 5 Simple Steps Step 1: Define Your Goals Do you want to drive site traffic, increase conversions, or just boost awareness? Your creative and targeting will depend on this. Step 2: Know Your Audience Use your CRM or eCommerce analytics to create audience profiles. What are their behaviors, locations, devices, and shopping patterns? Step 3: Create Compelling Creative Remember, you’ve only got a few seconds to grab attention. Your ad should: Open with a strong visual or hook Showcase your product or offer Include a clear call to action (like “Shop Now” or “Scan to Save”) Keep it short—15 or 30 seconds max Step 4: Choose Your Platforms & Buy Media Work with COLAB Los Angeles to get your ad on Hulu, Pluto TV, Amazon Fire TV, or similar platforms. Use geo-targeting to focus on L.A. or your key delivery zones. Step 5: Track, Learn, Optimize Monitor metrics like impressions, completion rates, conversions, and lift in direct or branded search traffic. Adjust targeting or creative based on performance. Tips for CTV Success Keep it simple – Don’t try to cram in too much. One clear message is better than a crowded story. Use QR codes – Makes it easy for viewers to act instantly from their phones. Test and iterate – Try multiple versions of your ad and see which one drives better results. Pair with retargeting – After viewers see your CTV ad, retarget them with Facebook, Instagram, or Google ads to increase conversion rates. Connected TV Advertising and Your eCommerce Brand If you're an eCommerce business looking to scale your brand presence, CTV is one of the smartest ad channels you can start using today. It combines the power of traditional TV with the precision of digital, giving you the best of both worlds. And best of all—you don’t need a million-dollar budget to get started. Ready to get started? We specialize in helping Los Angeles-based eCommerce brands launch their first CTV campaigns—from creative production to media buying and optimization.
Marketing
June 25, 2025
5 Retargeting Strategies to Increase Conversions If you’ve ever run digital ads and been frustrated with the conversion rate, you’re not alone. The truth is, most website visitors don’t buy on their first visit. Luckily, there is a powerful marketing tool to address this: retargeting. For small and mid-sized businesses (SMBs) in a competitive city like Los Angeles, retargeting ad campaigns are one of the most effective (and budget-friendly) ways to boost conversions. It helps you reach people who already showed interest in your brand, so you’re not constantly chasing new strangers—you’re re-engaging warm leads. Here are five smart retargeting strategies you can start using right now to drive more sales, bookings, or sign-ups. 1. Segment Your Audience by Behavior Let’s start with a big one: not all website visitors are the same—so why show them all the same ad? Segmenting your audience based on their behavior on your website allows you to tailor your message and increase your chances of converting them. How to Segment: Viewed a product page: They’re browsing. Show them ads that reintroduce the product with a benefit or testimonial. Added to cart but didn’t check out: These folks are close. Try offering a discount, free shipping, or urgency-based messaging. Visited your contact page but didn’t submit a form: Retarget them with a “Let’s talk” ad or a case study to build trust. Repeat visitors: These people are circling—give them a reason to act now. Example: A Venice-based apparel brand runs retargeting ads that show sneakers to people who browsed shoes, and jackets to people who looked at outerwear. Each ad is personalized, and conversions go up—no surprise there. Pro tip: The more specific your segments, the more relevant your ads will feel—and relevance = results. 2. Use Dynamic Product Retargeting This is a must-do for eCommerce brands. Dynamic retargeting automatically shows each user the exact product(s) they looked at on your site—no need to manually create dozens of ads. Why It Works: It feels personalized without extra effort. It reminds users what they already wanted. It helps them pick up right where they left off. Platforms That Support It: Facebook/Instagram (via Meta Pixel and Catalog) Google Display Network (via Google Merchant Center) TikTok and Pinterest also offer dynamic formats for product-based ads. Example: An LA-based skincare brand uses dynamic retargeting to show potential customers the exact serum and moisturizer they viewed—plus a bonus code for 10% off if they order today. Pro tip: Add copy like “Still thinking it over?” or “These won’t stay in stock!” to create urgency. 3. Retarget Across Multiple Platforms Most users won’t see your ad in just one place. People bounce between Instagram, YouTube, TikTok, and news sites all day. If you’re only running retargeting on one platform, you’re missing chances to stay top-of-mind. Best Channels to Use Together: Meta (Facebook/Instagram) – Excellent for lifestyle brands and local businesses. Google Display & YouTube – Great for wide reach, search intent, and visual storytelling. TikTok & Pinterest – Best for visual products, younger audiences, or trend-based brands. LinkedIn – Powerful for B2B businesses or high-ticket service providers. Example: A West LA fitness studio runs a 30-second brand video on YouTube and retargets viewers with Instagram Story ads offering a 7-day free trial. One-two punch. Pro tip: Keep your visuals and messaging consistent across platforms so your brand feels familiar and professional. 4. Offer Time-Sensitive Discounts or Incentives Let’s face it—sometimes people need a little push. One of the best ways to increase conversions is to offer a limited-time discount or incentive in your retargeting ad. What You Can Offer: 10%–20% off with a countdown timer Free shipping (a big driver in eCommerce) A free consultation or bonus gift “X spots left” if you offer services or appointments Why It Works: It activates urgency (fear of missing out or FOMO) It rewards people for acting quickly It makes your ad stand out from the sea of brand awareness content Example: An LA-based meal prep company retargets visitors with an ad that says: "Your healthy meals are waiting. Get $20 off if you order in the next 24 hours!" Pro tip: Combine urgency with relevance. Use your segmented audience (see Strategy #1) to match the right offer to the right person. 5. Retarget Based on Video or Social Engagement Not everyone who engages with your content visits your site. But engagement is still intent, and it’s a great audience to retarget. If someone watches 50% of your brand video, likes a post, or saves a reel—they’re showing interest. With platforms like Meta and YouTube, you can retarget them just like you would a site visitor. What You Can Do: Show a follow-up ad to people who watched part of a video Offer a promo code to people who clicked but didn’t convert Promote a lead magnet to those who interacted with your Instagram post Example: A West Hollywood fitness studio posts a video tour of their gym. Anyone who watches more than 15 seconds is retargeted with a “Get 1 Week Free” ad. Pro tip: This is a great way to build warm audiences before peak seasons or big launches. Final Thoughts: Small Shifts, Big Wins Retargeting isn’t magic—but it might be the closest thing digital marketers have to a second chance. In a city as competitive as Los Angeles, where attention spans are short and options are endless, retargeting gives you another opportunity to close the deal. Quick Recap: Segment your audience based on what they did Use dynamic retargeting to personalize your product ads Show up on multiple platforms to follow the customer journey Offer urgency-driven discounts to motivate action Retarget based on content engagement, not just site visits You don’t have to do all of these at once—but even testing one or two strategies can give your ad performance (and your bottom line) a serious lift. Need Help With Your Retargeting Ad Campaign? We help Los Angeles businesses turn more clicks into customers with smart, creative, and data-driven retargeting campaigns. Whether you’re just starting or ready to scale, we’ll build a strategy that actually moves the needle. Contact COLAB Los Angeles today and let’s chat about how to bring your best leads back—and convert them.
Marketing
June 25, 2025
What is Retargeting and How Does it Work? If you’ve ever visited a website, browsed a product, and then magically seen an ad for that same item while scrolling Instagram or watching YouTube, you’ve just experienced a retargeting campaign. For small and medium-sized businesses (SMBs) in Los Angeles, retargeting is one of the smartest ways to make the most of your marketing budget. It helps you stay visible to the people who already showed interest in your brand—and gives you another chance to turn browsers into buyers. This guide will walk you through everything you need to know about retargeting: what it is, how it works, the tools you need, and how to use it effectively to grow your business. What Is Retargeting? Retargeting is a type of online advertising that targets people who’ve previously interacted with your website, app, or content but didn’t take action—like making a purchase or signing up for your email list. It’s an effective way to reconnect with people who have already considered becoming customers. For example, someone in Silver Lake might browse your local skincare brand’s website, add a moisturizer to their cart, then leave to scroll TikTok. Later that day, they see a Facebook ad reminding them of that same product—maybe with a 10% off code. That’s retargeting in action. Retargeting vs. Remarketing: What’s the Difference? While the terms retargeting and remarketing are often used interchangeably, there’s a subtle difference between the two: Retargeting typically refers to using paid ads (like on Google, Facebook, or Instagram) to re-engage users who have interacted with your website or content but didn’t convert. Remarketing traditionally refers to reaching out via email, such as sending follow-up messages to someone who abandoned their shopping cart or downloaded a free guide. In modern marketing, the lines are blurry—many platforms and agencies use “remarketing” to describe both tactics. But in general, retargeting = ads, and remarketing = emails. Together, they create a powerful 1-2 punch for bringing customers back and boosting conversions. How Retargeting Works Retargeting is powered by tracking technology—usually a small piece of code (called a pixel or tag) added to your site. Once installed, it tracks who visits your pages and what they do there. Here’s the basic flow: A visitor comes to your site. The pixel tracks their visit and adds them to a custom audience. When that user visits other platforms (like Facebook, YouTube, or news websites), your ads appear just for them. You remind them what they loved. They come back. They convert. There are two main ways to build retargeting audiences: 1. Pixel-Based Retargeting This method automatically tracks anyone who visits your website and allows you to retarget based on their behavior. Example: “People who viewed product pages but didn’t add anything to cart.” Pro: Automated and dynamic Con: Can’t track users who didn’t allow cookies or who browse in private mode 2. List-Based Retargeting You upload a list of customer emails or phone numbers (from your CRM or newsletter signups), and the ad platform matches that data to user accounts. Example: Show loyalty offers to past buyers Pro: Super precise Con: Requires a solid email list Types of Retargeting Campaigns There’s more than one way to bring someone back. Let’s break down the most common retargeting approaches SMBs in L.A. are using right now: Website Visitor Retargeting Show ads to people who visited specific pages. Target: Homepage viewers, product page visitors, checkout abandoners Ideal for: eCommerce, service-based businesses, and local shops Dynamic Product Retargeting Serve ads that display exactly what a person looked at. Target: “People who viewed this leather backpack” Ideal for: Online retailers with product catalogs Video and Engagement Retargeting Reach people who watched your videos or interacted with your posts. Target: People who watched at least 50% of your Instagram reel Ideal for: Brands with active social content or educational videos Lead Magnet / Funnel Retargeting Retarget people who downloaded a free guide, booked a call, or joined your newsletter. Target: “People who downloaded the L.A. Homebuyer Checklist but didn’t schedule a consultation” Ideal for: Realtors, law firms, consultants, and B2B services Where Can You Run Retargeting Ads? Meta Retargeting Ads (Facebook & Instagram) Use the Meta Pixel to track user behavior and retarget based on it. Can also retarget based on post engagement, messages, or video views. Great for visual brands and local businesses that want to stay top-of-mind. Bonus: Instagram Stories + product stickers = fast conversions. Google Retargeting Ads (Search, Display, and YouTube) Use the Google Tag to retarget on Google’s Display Network, YouTube, Gmail, and even search results. Show ads to past visitors as they browse news sites or watch how-to videos. Best for intent-based products and services, especially with YouTube how-to content. Other Platforms LinkedIn: Excellent for B2B brands targeting by job title or industry TikTok: Best for brands targeting younger audiences with engaging, fast content Pinterest: Great for wedding planners, designers, and home goods brands Why Retargeting Works So Well for SMBs in Los Angeles Los Angeles is competitive and noisy. Everyone’s vying for attention—whether you’re in fashion, fitness, or food. Retargeting gives you a cost-efficient way to cut through the noise by focusing on the people who already know you. Here’s why it’s so effective: Warmer audiences convert better You maximize the traffic you're already paying for It’s cheaper than cold traffic ads You can personalize your message to where someone is in the buying journey Helps you stay top-of-mind in a competitive market like L.A. Retargeting Best Practices for Los Angeles Businesses Segment your audiences Treat a homepage visitor differently than someone who abandoned a cart. Tailor your message based on behavior. Use frequency caps Don’t overuse retargeting ads. Cap your ad views to avoid ad fatigue. Rotate creative Keep your visuals and copy fresh. This also helps cut down on ad fatigue. Have a strong CTA Offer a discount, highlight social proof, or create urgency (“Limited Time Only”). Exclude recent buyers Save money by excluding customers who just converted—unless you’re upselling or offering related items. Common Retargeting Mistakes to Avoid Retargeting everyone who visited your site—refine your audience. Showing the same ad over and over—rotate creative regularly. Forgetting to include a CTA—encourage people what to do next. Not tracking results—always check performance and adjust. Retargeting Campaigns for Your Business If you’re running a business in L.A.—whether it’s an eCommerce store, a service company, or a local shop—retargeting should be part of your strategy. It's one of the easiest ways to recover lost leads, increase ROI, and keep your brand in front of the people most likely to convert. You don’t need a massive budget. You just need a smart setup, the right messaging, and good creative. FAQs: Retargeting Campaigns 1. What is retargeting? Retargeting is a form of digital advertising that allows you to show ads to people who have previously visited your website or interacted with your brand. It helps bring back potential customers who didn’t convert the first time. 2. How does retargeting work? It uses a small piece of code (a pixel or tag) placed on your website to track visitors. When those users browse other sites or apps, your ads appear to remind them of your brand or products, encouraging them to come back and take action. 3. What’s the difference between retargeting and remarketing? Retargeting typically refers to showing ads across platforms like Google or Meta, while remarketing often refers to re-engaging leads through email. Both aim to convert warm leads into paying customers. 4. What platforms support retargeting ads? Popular platforms include Google Ads (Search, Display, YouTube), Meta Ads (Facebook and Instagram), LinkedIn, TikTok, Pinterest, and more. Each offers different targeting options depending on your audience and goals. 5. Is retargeting effective for small businesses? Yes, retargeting is especially effective for SMBs because it focuses your budget on warm leads—people already interested in your business—making it more likely to convert and increasing ROI. 6. How long should I run a retargeting campaign? That depends on your goals, budget, and sales cycle. Many businesses run ongoing retargeting campaigns, adjusting frequency and creative regularly to stay fresh and effective. 7. Can I control how often someone sees my retargeting ads? Absolutely. Most ad platforms allow you to set frequency caps, so users don’t see your ad too many times. This helps you stay top-of-mind without becoming annoying. Contact COLAB Digital Marketing for Your Next Retargeting Campaign Retargeting is one of the most effective digital marketing tactics to remind the right people why they were interested in your product or service. Need help setting up or optimizing your retargeting strategy? We help L.A.-based businesses run smarter ads that bring customers back—and get them to convert. Contact COLAB to talk about how to turn your site visitors into loyal buyers.
Marketing
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