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We're making waves across the internet

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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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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
Digital Marketing Agency
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Planning
Positioning
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GTM Strategy
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Web + Mobile
Branding + Refresh
Illustration
Pitch Decks
Print Media
Merch

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Websites
Mobile Apps
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SaaS Development

MARKETING

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

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WE SAVED YOU A SEAT
 
 

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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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
May 21, 2025

How Much Does TV Advertising Cost for Small Businesses?
TV advertising has long been seen as something only big brands with massive budgets can afford. But as the media landscape has continued to adapt and change, small and medium-sized businesses (SMBs) in Los Angeles can now reach their audience with television ads more cost-effectively than ever. Whether you’re considering traditional broadcast TV, cable, or digital streaming ads, you want to understand the costs involved. Let’s break it all down so you can plan your next TV ad campaign as knowledgeable as possible.   Types of TV Advertising Costs TV advertising costs vary based on factors like platform, location, audience size, and ad quality. Here’s a breakdown of the main types of TV advertising:   Traditional TV (Broadcast & Cable) Costs Traditional TV ads air on major networks (ABC, NBC, CBS, FOX) and cable channels (ESPN, HGTV, CNN). Pricing depends on factors such as: Market size – Advertising in a large city like Los Angeles costs more than in a smaller town. Time slot – Prime-time slots (7–10 PM) are the most expensive, while late-night and early-morning slots are cheaper. Channel selection – Premium networks and highly watched programs demand higher prices.   Cost Breakdown: Local broadcast TV in Los Angeles: $5,000 – $50,000 per 30-second ad Cable TV: $250 – $10,000 per 30-second ad, depending on the network and time slot Major Events and the Super Bowl: $100,000+ for highly viewed events, with the most recent Super Bowl costing $8 million for a 30-second ad. Traditional TV can be effective for businesses looking for a broad audience, but it requires careful planning to get the best value.   Connected TV (CTV) & Streaming Ad Costs CTV ads appear on streaming platforms like Hulu, Roku, Pluto TV, and YouTube TV. These ads work on a cost-per-thousand-impressions (CPM) model, meaning you only pay for the number of people who actually see your ad.   Cost Breakdown: Average CPM: $10 – $50 per 1,000 views Budget flexibility: Can start as low as $500, making it ideal for small businesses Better targeting: Ads can be shown based on demographics, interests, and location Streaming ads allow small businesses to compete with larger brands by reaching the right audience at a fraction of the cost of traditional TV.   Breaking Down the Costs of a TV Ad Campaign A successful TV campaign involves more than just buying ad space. Here’s what goes into your total budget: 1. Media Buying Costs Traditional TV: Purchased in advance through networks or local stations Streaming TV: Uses programmatic ad buying, meaning ads are automatically placed based on your targeting settings Costs vary depending on audience reach, time slots, and demand   2. TV Commercial Production Costs Creating a high-quality TV ad is just as important as securing airtime. Running ads on these platforms elevates the perception of your brand, and it’s important to create an ad that reflects this elevated image. Your budget will depend on production quality: Low-budget production: $1,000 – $20,000 (self-written, DIY or small production team, employees are on-screen talent, self-edited) Mid-range production: $20,000 – $50,000 (professional scriptwriting and videography through local agency, non-union actors, and high-level editing) High-end production: $50,000+ (professional scriptwriting and full production team, union actors, animation, special effects)   3. Additional Expenses Casting – If you are casting for a DIY or small production, this requires additional time investment and/or cost Licensing music & visuals – Varies based on copyright and usage Insurance – Specific insurance is required for productions to protect the cast, crew, and equipment Producing – If you are producing a low-budget ad yourself, a significant amount of time is required to write and plan the shoot, identify and hire crew, coordinate schedules, and more   How to Maximize Your TV Advertising Budget Not every small business has a Fortune 500 budget, but that doesn’t mean TV ads are out of reach. Here’s how to get the most out of your investment: 1. Choose the Right Platform for Your Budget Traditional TV: Can work for businesses with a broad local audience, such as restaurants and retail stores with multiple locations. Streaming & CTV: Often best for e-commerce brands, niche businesses, and companies that want precise targeting. Hybrid Strategy: Some situations may call for combining both for maximum exposure and ROI.   2. Cost-Saving Strategies for Small Businesses Run ads during off-peak hours – Avoid prime-time pricing. Leverage local ad slots – Buying ad space on streaming platforms allows you to target specific zip codes. Partner with a local agency – Hiring a boutique local agency can be much cheaper than going through a big national agency. Repurpose digital content – Use video ads across social media, YouTube, and your website.   3. Measuring ROI to Ensure Cost-Effectiveness To make sure your investment is paying off, track these key metrics: Impressions & reach – How many people saw your ad? This is important for branding campaigns. Engagement – Did viewers take action (e.g., visit your website, call your business)? Conversions & sales – Did your ad lead to more customers? Most streaming and CTV platforms provide detailed analytics, helping small businesses optimize their campaigns over time.   FAQs: TV Ads for Small Businesses Is TV advertising too expensive for small businesses? Not necessarily! While traditional TV ads can be pricey, there are affordable options like local TV spots, Connected TV (CTV), and streaming ads that allow businesses to set flexible budgets and target specific audiences.   What’s the difference between traditional TV ads and streaming/CTV ads? Traditional TV ads air on broadcast and cable channels, reaching a broad audience. Streaming and CTV ads (on platforms like Hulu, Roku, and YouTube TV) allow for precise audience targeting, ensuring your ad reaches the right customers.   How much should a small business budget for TV advertising? Budgets vary depending on your goals and platform. Local TV spots may cost $500–$5,000 per month, while streaming ads often operate on a cost-per-thousand-impressions (CPM) model, typically $10–$50 per 1,000 views.   How long should a TV ad be? Most TV ads run 15, 30, or 60 seconds. Shorter ads (15 seconds) are cost-effective and work well for brand awareness, while 30-second ads allow for more storytelling and customer engagement.   Can I track the performance of my TV ads? Yes! While traditional TV ads rely on broad audience estimates, streaming and CTV ads provide real-time analytics like views, click-through rates, and conversions, making it easier to measure ROI.   What’s the best way to produce a TV commercial on a budget? Small businesses can save costs by hiring a freelance videographer, using stock footage, or even filming DIY-style with a high-quality camera and good lighting. Some ad platforms also offer low-cost video production tools.   How do I get my TV ad placed on the right channels or platforms? For traditional TV ads, you’ll work with local stations or media buyers. For streaming ads, you can use self-serve ad platforms like Hulu Ads or programmatic ad networks to place your ad in front of a highly targeted audience.   Conclusion: TV Advertising for Small Businesses TV advertising is no longer just for giant corporations with million-dollar budgets. Thanks to the rise of streaming and CTV, small businesses can now run targeted, cost-effective campaigns that drive real results. If you’re a small business in Los Angeles looking to increase brand awareness, attract more customers, and boost sales, TV advertising is a powerful tool. Start small, test different platforms, and optimize your campaigns to get the most out of your budget.  

Marketing
NO MISPELLINGS HERE
 
 
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comment
megaphone

We're making waves across the internet

YOUR STORY.

OUR MEGAPHONE.

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.

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
May 21, 2025
How Much Does TV Advertising Cost for Small Businesses?
TV advertising has long been seen as something only big brands with massive budgets can afford. But as the media landscape has continued to adapt and change, small and medium-sized businesses (SMBs) in Los Angeles can now reach their audience with television ads more cost-effectively than ever. Whether you’re considering traditional broadcast TV, cable, or digital streaming ads, you want to understand the costs involved. Let’s break it all down so you can plan your next TV ad campaign as knowledgeable as possible.   Types of TV Advertising Costs TV advertising costs vary based on factors like platform, location, audience size, and ad quality. Here’s a breakdown of the main types of TV advertising:   Traditional TV (Broadcast & Cable) Costs Traditional TV ads air on major networks (ABC, NBC, CBS, FOX) and cable channels (ESPN, HGTV, CNN). Pricing depends on factors such as: Market size – Advertising in a large city like Los Angeles costs more than in a smaller town. Time slot – Prime-time slots (7–10 PM) are the most expensive, while late-night and early-morning slots are cheaper. Channel selection – Premium networks and highly watched programs demand higher prices.   Cost Breakdown: Local broadcast TV in Los Angeles: $5,000 – $50,000 per 30-second ad Cable TV: $250 – $10,000 per 30-second ad, depending on the network and time slot Major Events and the Super Bowl: $100,000+ for highly viewed events, with the most recent Super Bowl costing $8 million for a 30-second ad. Traditional TV can be effective for businesses looking for a broad audience, but it requires careful planning to get the best value.   Connected TV (CTV) & Streaming Ad Costs CTV ads appear on streaming platforms like Hulu, Roku, Pluto TV, and YouTube TV. These ads work on a cost-per-thousand-impressions (CPM) model, meaning you only pay for the number of people who actually see your ad.   Cost Breakdown: Average CPM: $10 – $50 per 1,000 views Budget flexibility: Can start as low as $500, making it ideal for small businesses Better targeting: Ads can be shown based on demographics, interests, and location Streaming ads allow small businesses to compete with larger brands by reaching the right audience at a fraction of the cost of traditional TV.   Breaking Down the Costs of a TV Ad Campaign A successful TV campaign involves more than just buying ad space. Here’s what goes into your total budget: 1. Media Buying Costs Traditional TV: Purchased in advance through networks or local stations Streaming TV: Uses programmatic ad buying, meaning ads are automatically placed based on your targeting settings Costs vary depending on audience reach, time slots, and demand   2. TV Commercial Production Costs Creating a high-quality TV ad is just as important as securing airtime. Running ads on these platforms elevates the perception of your brand, and it’s important to create an ad that reflects this elevated image. Your budget will depend on production quality: Low-budget production: $1,000 – $20,000 (self-written, DIY or small production team, employees are on-screen talent, self-edited) Mid-range production: $20,000 – $50,000 (professional scriptwriting and videography through local agency, non-union actors, and high-level editing) High-end production: $50,000+ (professional scriptwriting and full production team, union actors, animation, special effects)   3. Additional Expenses Casting – If you are casting for a DIY or small production, this requires additional time investment and/or cost Licensing music & visuals – Varies based on copyright and usage Insurance – Specific insurance is required for productions to protect the cast, crew, and equipment Producing – If you are producing a low-budget ad yourself, a significant amount of time is required to write and plan the shoot, identify and hire crew, coordinate schedules, and more   How to Maximize Your TV Advertising Budget Not every small business has a Fortune 500 budget, but that doesn’t mean TV ads are out of reach. Here’s how to get the most out of your investment: 1. Choose the Right Platform for Your Budget Traditional TV: Can work for businesses with a broad local audience, such as restaurants and retail stores with multiple locations. Streaming & CTV: Often best for e-commerce brands, niche businesses, and companies that want precise targeting. Hybrid Strategy: Some situations may call for combining both for maximum exposure and ROI.   2. Cost-Saving Strategies for Small Businesses Run ads during off-peak hours – Avoid prime-time pricing. Leverage local ad slots – Buying ad space on streaming platforms allows you to target specific zip codes. Partner with a local agency – Hiring a boutique local agency can be much cheaper than going through a big national agency. Repurpose digital content – Use video ads across social media, YouTube, and your website.   3. Measuring ROI to Ensure Cost-Effectiveness To make sure your investment is paying off, track these key metrics: Impressions & reach – How many people saw your ad? This is important for branding campaigns. Engagement – Did viewers take action (e.g., visit your website, call your business)? Conversions & sales – Did your ad lead to more customers? Most streaming and CTV platforms provide detailed analytics, helping small businesses optimize their campaigns over time.   FAQs: TV Ads for Small Businesses Is TV advertising too expensive for small businesses? Not necessarily! While traditional TV ads can be pricey, there are affordable options like local TV spots, Connected TV (CTV), and streaming ads that allow businesses to set flexible budgets and target specific audiences.   What’s the difference between traditional TV ads and streaming/CTV ads? Traditional TV ads air on broadcast and cable channels, reaching a broad audience. Streaming and CTV ads (on platforms like Hulu, Roku, and YouTube TV) allow for precise audience targeting, ensuring your ad reaches the right customers.   How much should a small business budget for TV advertising? Budgets vary depending on your goals and platform. Local TV spots may cost $500–$5,000 per month, while streaming ads often operate on a cost-per-thousand-impressions (CPM) model, typically $10–$50 per 1,000 views.   How long should a TV ad be? Most TV ads run 15, 30, or 60 seconds. Shorter ads (15 seconds) are cost-effective and work well for brand awareness, while 30-second ads allow for more storytelling and customer engagement.   Can I track the performance of my TV ads? Yes! While traditional TV ads rely on broad audience estimates, streaming and CTV ads provide real-time analytics like views, click-through rates, and conversions, making it easier to measure ROI.   What’s the best way to produce a TV commercial on a budget? Small businesses can save costs by hiring a freelance videographer, using stock footage, or even filming DIY-style with a high-quality camera and good lighting. Some ad platforms also offer low-cost video production tools.   How do I get my TV ad placed on the right channels or platforms? For traditional TV ads, you’ll work with local stations or media buyers. For streaming ads, you can use self-serve ad platforms like Hulu Ads or programmatic ad networks to place your ad in front of a highly targeted audience.   Conclusion: TV Advertising for Small Businesses TV advertising is no longer just for giant corporations with million-dollar budgets. Thanks to the rise of streaming and CTV, small businesses can now run targeted, cost-effective campaigns that drive real results. If you’re a small business in Los Angeles looking to increase brand awareness, attract more customers, and boost sales, TV advertising is a powerful tool. Start small, test different platforms, and optimize your campaigns to get the most out of your budget.  
Marketing
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