Including a logo in your remarketing content - Yes or No?

There are some important considerations to keep in mind when deciding whether or not to include your logo in your remarketing content.

Remarketing audiences are people who have already interacted with your brand in some way, so they’ve probably seen your logo and will recognize it.

You might think that including your logo can bring back brand recognition, which in general is valuable.

But showing your logo isn’t a clear-cut decision, and ultimately, it comes down to the goals of your brand.

Let’s go through some data that you should keep in mind when deciding whether or not to include your logo in your remarketing content.

Having your logo in remarketing content decreases performance slightly

We found that on average, including a logo in your remarketing content decreases performance by 5%.

One reason for this is that remarketing audiences have already interacted with your brand to some degree and recognize your logo already.

Showing your logo doesn’t have the effect of improving performance as it does with other audiences.

Read about the impact of logos in non-remarketing ads.

Since the performance doesn’t change too much, deciding whether or not to use your logo is a branding decision.

Even though showing your logo might hurt the performance just slightly in the short term, it might have long-term benefits like building awareness, recognition, and trust.

But remember, your logo is not the only brand asset you have, so consider the goals of your brand before making a decision.

Showing your logo in your remarketing content decreases performance slightly.

Including your logo in your content isn’t the only way of showing your brand.

Let’s take a look at the performance when your ad ONLY shows your logo.

Having ONLY your logo in remarketing content decreases performance by 23%

Only showing your logo in the ad decreases performance by 23% compared to showing no logo in your content.

What’s interesting to note is that previously, we showed the performance of including a logo with additional elements like text, images, etc., which performed only 5% worse.

The larger decrease in performance when only showing your logo may be due to the type of audience you are targeting with your marketing.

Remarketing audiences, even if they do recognize your logo and trust you, don’t have the same type of motivation as other audiences to click on the ad and make a purchase.

Remarketing audiences have already seen your logo and are somewhat familiar with your brand, so don’t try and convert these customers by only showing a logo.

Just showing a logo also makes the ad itself look like an actual ad, which consumers will instantly recognize and avoid.

You’re better off using different types of messaging and USPs to get the customer to buy.

On average, having only your logo in your content decreases performance.

Remember that using a logo is a brand decision and not always black-or-white.

Sometimes, it might make sense to include your logo when it comes to the type of messaging your ad has.

For some message types it might make sense to include your logo

If we take a look at some different types of ad messaging, there are some that stick out with better performance.

We found that for shipping and competition messages, showing your logo can increase performance.

These types of messages benefit from your logo because it adds credibility and trust.

In the case of a competition, the audience needs to be able to trust the brand and make sure that the competition is not a trick to just grab their personal information, but that there is something valuable they can win.

When it comes to shipping, the audience needs to be able to trust the brand because they will be giving them their addresses and also trust that “free shipping” actually means free and no add-on fees are included.

When we look at sales, news, and other messages, including a logo hurts your remarketing performance.

As we said before, it is a brand decision whether or not to include your logo here.

Due to the lower performance, it might be a good idea to be selective when deciding to include your logo for these message types.But depending on the messaging type, it might be a good idea to include your logo.

Base your decision on showing your logo on your brand goals

Remarketing audiences have already interacted with your company so it’s safe to assume they recognize your logo.

They understand the brand and the aspects it represents.

This is most likely why on average, showing your logo in remarketing content doesn’t significantly impact performance.

However, only showing your logo as the ad does make the performance drop as it comes across too much like a typical ad, which turns off customers.

There are some exceptions when it comes to the messages of your ads, like shipping and competition, where including your logo boosts performance.

But above all else, whether or not to include your logo is a decision based on your brand.

Are the short-term effects worth the long-term benefits?

Do some testing for yourselves and see what kind of results you come up with!

Data section

The dataset from this article is based on 215M impressions and 6K pieces of individual content on Meta (Facebook) platforms. It takes into account data from all countries and industries, with the campaign objective of Conversions. The period is from 1. September 2021 - 16. September 2022.

Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary.

If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect, here.