Retargeting and Remarketing

A guide to Retargeting and Remarketing Techniques

What is it?
Re-targeting is most often used to describe online ad placements and display ads. A user comes to your site, a cookie’s set and you can now target ads to them on other sites they visit.

Re-marketing refers to the techniques, strategies and often the automated email systems used by marketers and online merchants to follow up with Web site visitors who do not make a desired action on the Web site, usually it is when they abandon their shopping cart.

Who uses it?
Companies that are looking to recover abandoned shopping carts. If conversion rates are low then this could be the solution.

Why is it useful to an organisation?

  • For most websites, only 2% of web traffic converts on the first visit. Re-targeting helps companies reach the 98% of users who don’t convert right away.
  • It is a way to get your company and brand back in front of a user who is interested in what you have to offer since they at one time visited your website.
  • Instead of targeting people who you think and people who you hope will like your website, you’re targeting people who already shown interest by visiting your website.

Limitations
It can be seen as an invasion of privacy because essentially it seems like you are stalking the user.
Re-targeting can be compared to cold calling. You are showing up even when the user doesn’t want you to.

Top tips

  • Don’t stalk your visitors – When re-targeting a site visitor, a marketer should always set a maximum time period based on the buying cycle for the product or service being advertised.
  • Only use one site re-targeting vendor – If you use multiple re-targeting vendors, they’ll end up competing against each other to serve ads to your site visitors, driving up the cost of the impressions.
  • Don’t ignore view-through conversions – Marketers rely on clicks as a key metric because they’re easy to measure, but the vast majority of users never click on an ad – and most do it accidentally. Smart marketers look to other types of measurements, such as view-through attribution, which tracks users who convert after viewing display ads that they never clicked on.

Glossary
PSR (programmatic site re-targeting) - The practice of using data points to create a sophisticated picture of a site visitor. Data points factored into PSR include pages viewed, referral data, shipping address and many others. Marketers use this data to assign a “visitor score” to each user. The score in turn tells us how much we should bid to serve an impression.
Search re-targeting - Targets individuals who have searched using keywords or phrases relevant to your business on search engines.
Site re-targeting – Once the user has landed on and visited your site you can tag them and follow them around the internet with your messages.
SEM/SEO Re-targeting – Knowing the keywords people enter into a search engine that lead them to a particular company’s website and the words they used to find your company, taking into account what they look at when they click on a website helps to understand why they found that site in the first place. This information can then be used to target those people again and get them to come back to the website.
Email Re-targeting - It allows you to re-target people based on actions they have taken on your emails.
Contextual re-targeting - It involves exchanging pixels between sites that are highly relevant to a searcher and targeting to each others’ visitors. For example an airline and local hotel site targeting each other’s audience based on destinations that were searched or booked.
Engagement Re-targeting - this type of re-targeting works exceptionally well with those who offer channels of engagement like videos, rich media, Flash games, etc. Based on the type of action the user takes, advertisers can infer things like intent and level of engagement to serve highly targeted display ads.

Key Sites/Blogs
http://searchenginewatch.com/article/2233818/5-Tips-to-Maximize-Your-Retargeting-Campaigns
http://blog.gleanster.com/2013/01/24/5-retargeting-best-practices-for-retail-marketers/
http://searchenginewatch.com/article/2199676/6-Types-of-Retargeting-Every-Marketer-Should-Know