Retargeting Campaigns

Retargeting is a service that gives you a chance to recapture potential customers after they leave your website. With retargeting, you can also continue to advertise other products and services to previous customers.

A successful retargeting campaign is built on a smart usage of internet cookies and analytic technology. There are many providers that offer retargeting services. Yahoo, for example, has a retargeting service. This page for now will be concerned with the largest and most advanced retargeting service, Google Retargeting.

Google Retargeting is one of the recent ad innovations from the Google Display Network.

How retargeting works with Google

When the customer visits the target website, the customer gets a special cookie that you design on their computer. This cookie identifies the user, and is used to relay that information to other sites on the Google Display Network. Depending on which website of yours the customer visits, they become a part of a particular audience. You can have many audiences. You control what ads a particular audience views. Each audience has a unique cookie.

The cookie on the customer's computer communicates with google any time they visit a website on the google ad network. When a customer visits another site on the google ad network, they will periodically see advertisements that you designed for them. Now, you have retargeted the customer. The customer has no idea that you're controlling how often they're seeing your ads. They won't forget you, though.

How long the customer sees the ad, how often they see the ad, and the content of the ad are all controlled by you.

You can have google retargeting on multiple websites, and adjust the cookie settings to move the customer from one audience to another depending on their actions.

Ways to implement google retargeting in a retargeting campaign

The primary strength of retargeting is that you are broadcasting to a group of users who have already visited your website. These are people far more likely to purchase or continue to purchase your product that outside users. Google Retargeting is as effective as you want it to be. At all stages of the sales process, you can use google retargeting to deliver effective targeted ads to customers.

Visitors. Remind visitors of your website, and give them more information about your service.
Interested Customers. Show interested customers the different services or items that you provide. Provide a special discount for an item or service that the customer was interested in. Compare your service or good to a competitors to show them the superiority of your product.
Previous Customers. Give the customer information about special deals. Show other goods or services to previous customers. Alert them about new goods or services. Let a previous customer learn about your new facebook page or twitter account.

You can also divide and narrow your google retargeting audience lists with particular demographics such as location, interests, etc. to create even more targeted advertisements.

How to retarget

Use the Google Display Network to create a new Audience. Go to the Campaigns tab and select Audiences from the Control Panel & Library link.
Under the New Audiences List, select Remarketing list.
Now, you can enter the information about your remarketing list. Write down the name of the new Audiences group, write a description of the audience you are targeting, and enter the number of days you want to target the audience for.
Next, you have the option to add a remarketing tag. This tells Google who is going to recieve the ad under this audience. You can use other tags later on to create a more specific audience (for example, people who have already visited a different site on your page, or searched for certain things on google.) For now, just select create a new tag.
You will now get the tag to put in your website. Paste the code in the body section on your website. For better performance, you can put the tag by the closing body tag on the page.

Next steps

These are the basic steps to get off the ground with google retargeting. You can set up a retargeting campaign, use creative graphics to capture viewer attention, and do many more things to take advantage of this new technology.

If you want help with your google retargeting campaign, or take advantage of other web technologies, check out iAnalyst.

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We can handle any project, from small to large, and offer a great service. Click here for a free consultation, and take advantage of the new customers you can reach through the web.