What is it?• Retargeting increases advertising’s effectiveness by placing a message in front of consumers who have demonstrated a clear interest in a given brand or product – by visiting a particular website, for example.• It is estimated that just two percent of online shoppers make a purchase on their first visit to an e-commerce site. Effective retargeting offers advertisers a second chance to convert the remaining 98 percent who have yet to be persuaded.
How does it work?It is facilitated via a cookie that is stored within your browser after visiting aparticular website. The cookie acts as a “flag” to the ad server, telling it toserve retargeting ads to you. The travel site has saved your preferenceswithin the cookie, which is then relayed to the ad server, so when you areseen on the network, it knows just what ad to serve you.
Remarketing in Adwords• Add the remarketing tag, a small snippet of code that you get from AdWords, across all your site pages• Create remarketing lists for any of your webpages. For example, you could create a remarketing list for visitors to your homepage. The remarketing tag tells AdWords to save visitors to your "Homepage list." When people visit that page, their cookie id is added to the remarketing list• As a last step, you can create an AdWords campaign with a specific message to show only to people on your "Homepage list" while they browse other Display Network sites.
Creative Retargeting• Social Media: Targeting users who interact with your social media profiles is an oft overlooked opportunity. When used correctly, properly placed retargeting pixels can allow you• Link Building: One of the more creative ways to utilize retargeting and micro targeting is reaching out to website owners just like you would for link building, but instead of asking them to drop a link, you ask them to place a retargeting pixel on highly relevant content. to micro-target peopl• Videos: By utilizing both OLV and retargeting together, you increase your chance of converting the potential customers by exposing them to your brand via OLV and then moving them through the conversion process with targeted display and text ads with upsell opportunities.• A great way to increase LTV (lifetime value) of your customers is to upsell them or have them continuously purchase new products. If you get creative with your remarketing efforts you can target someone who recently bought a new cricket bat with ads of other cricket related products such as a gloves or helmets
Problems?“I agree. This has happened to me a few times. And it makesme feel like they are pushing too hard. When it does happen I refuse to click on the ads. It’s the equivalent to walking down the street and because a store knows I like apple juice they are selling it to meeverywhere I walk…in the elevator…in the car…at the movies… very annoying”
Solutions• Frequency Capping – Make sure to set this at something reasonable if you’re going to retarget, like no more than 2-3 times a week for a week or two, then a huge drop off, like once or twice a month.• Market to them strategically with fresh, relevant messaging at different intervals during the marketing lifecycle
Everything’s right!helping brands serve targeted and relevant adsat the right time and place, to the rightaudience, on the right device, and, now, while inthe right mindset.
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