The document discusses effective retargeting which uses cookies to place advertising messages in front of consumers who have shown interest in a brand or product by visiting a website in order to convert the 98% of online shoppers who do not make a purchase on their first visit. It explains how retargeting works via cookies and how to set up remarketing campaigns in Google Adwords. The document also provides examples of creative retargeting strategies using social media, link building, videos, and search retargeting as well as solutions for potential problems with retargeting frequency.

1. SEMPO - APAC
Effective Retargeting
- Siby Kuriakose
- Cognizant Interactive

2. 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.

3. How does it work?
It is facilitated via a cookie that is stored within your browser after visiting a
particular website. The cookie acts as a “flag” to the ad server, telling it to
serve retargeting ads to you. The travel site has saved your preferences
within the cookie, which is then relayed to the ad server, so when you are
seen on the network, it knows just what ad to serve you.

4. 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.

6. 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

7. Search Retargeting

8. Problems?
“I agree. This has happened to me a few times. And it makes
me 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 me
everywhere I walk…in the elevator…in the car…at the movies…
very annoying”

9. 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

10. Everything’s right!
helping brands serve targeted and relevant ads
at the right time and place, to the right
audience, on the right device, and, now, while in
the right mindset.