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What Is Search Retargeting, and How Does It Work?

Posted by Zuri Stanback on October 28, 2015 at 10:46 AM

In today's online shopping era, consumer activity is far from anonymous. In fact, there are tools available that allow you to track a user's online behavior to determine whether or not that user is a member of your target audience. You can then use this data to generate ad displays through a process known as search retargeting.

What Is Search Retargeting?

According to Econsultancy, search retargeting is "a form of 'behavioral retargeting' where a user of a search engine will be targeted with display ads based on their search queries." This retargeting process uses a consumer's online search history to build a user profile and present relevant ads to him or her. So, for example, if someone searched for a new couch online earlier in the week, he may see a weekend sale for a local furniture retailer show up in a Facebook ad a couple days later. Or if a consumer searched for running shoes online, she might see that very same pair of shoes in a video ad on another site.

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Topics: Retargeting and Remarketing

Your Retargeting Strategy: The Dos and Don'ts for Increasing Sales

Posted by Zuri Stanback on October 2, 2015 at 10:15 AM

Retargeting has become a staple for marketers eager to increase conversions, and it's one strategy that's getting better all the time. Retargeting platforms have only become more precise and effective over the years, thus encouraging one of digital marketing's most rewards-rich campaign channels.

Building a retargeting strategy may seem like a challenge at first, but armed with the knowledge of what to do — and, perhaps more importantly, what not to do — you can launch an effective campaign. Here are some essential dos and don'ts to lay the foundation for a successful retargeting strategy.

Do Target Shoppers Who Abandon Carts at Checkout

Retargeting can be deployed through several channels — social media, email or website, for example — but when it comes to increasing sales, the best bet is on retargeting those close-but-not-quite conversions on your website or online store. There, the primary target audience is made up of consumers who've recently shown interest in or intent of conversion before bailing out at the last minute. Reminding them of their interest may convince them to return and complete their purchase.

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Topics: Retargeting and Remarketing

5 Signs You're Doing Digital Marketing Wrong

Posted by Alyson Phillips on September 28, 2015 at 11:05 AM

Digital marketing mistakes can be deadly to your bottom line. You've done the hard work of getting visitors to your site, but the job of conversion has only just begun. Here are five of the biggest digital marketing mistakes — and how to fix them.

1. Your Site Is Slow

Consumers love to look, but hate to wait. With the average page size coming in at a whopping 2 MB, according to SitePoint, load times are slower than ever. Search Engine Journal notes that making your page load just one second faster can increase sales by 7 percent. Shoot for a 1 MB page size.

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Topics: Retargeting and Remarketing, Digital Marketing Strategy, Website Design & Development, Content Marketing

Bullseye: Targeting (and Retargeting) the Most Relevant Consumers

Posted by Zuri Stanback on June 15, 2015 at 9:52 AM

There's a reason some marketers consider retargeting to be the highest-value digital campaign, and it all starts with the audience you choose. Unlike many other types of digital marketing, which aim to reach new consumers and expand brand reach and visibility, retargeting concerns itself only with past website traffic and consumers who have demonstrated an interest in your products or services.

Retargeted ads, whether delivered through traditional computers or via a mobile retargeting strategy, attempt to reconnect with those prospects who have since moved away from your brand's properties without completing a conversion. The retargeted ads function as a means of trying to rescue and secure a potential conversion.

The trick to optimizing retargeting campaigns all hinges on the quality of their underlying strategy. Here's a guide to making the most of this digital opportunity.

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Topics: Retargeting and Remarketing, Premium Display and Banner Ads, Reach Extension and Targeting

How Retargeting Works: Delivering Ads to the Right Consumers

Posted by Love Hudson-Maggio on March 6, 2015 at 1:35 PM

If you've ever gone from one website to another and saw an ad for a product you viewed earlier at an online store or website, then you've experienced retargeting. This process, in the simplest terms, uses digital marketing techniques to target website visitors who left a site before completing a conversion.

While it might seem that a failed conversion is a sign that a consumer will not convert, online research suggests that this isn't the case. According to CMO.com, only about 2 percent of visitors to any given commerce website make a purchase on their first visit, but many more will ultimately execute a related conversion through that online retailer or through one of its competitors.

Retargeting helps businesses stay visible to consumers and increases the chance of ultimately gaining their business. It's a simple marketing strategy that offers great returns when executed properly, and many businesses are investing in these campaigns.

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Topics: Retargeting and Remarketing

4 Digital Tools for Converting Consumers into Customers

Posted by Selena Lawson and Love Hudson-Maggio on January 28, 2015 at 9:28 AM

You've applied all your skills to converting customers. You've optimized your site, created a social presence, paid for clicks and A/B tested your banner ads, but your increased exposure isn't paying off in increased sales the way you'd hoped. What more can you do to convert site visitors into customers? Let's take a look.

Is Your Website Up to Par?

When it comes to your website, simpler is better, especially for mobile users. Your page design will affect how your visitors convert, and A/B testing is a good way to learn which images, colors, product information and calls-to-action (CTA) are working. But don't forget your copy: words have tremendous power in the sales funnel, so adding certain words to your copy — such as "fun," "exciting," "guaranteed" or "proven" — will go a long way toward convincing visitors to convert.

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Topics: Retargeting and Remarketing, Premium Display and Banner Ads, Paid Search Engine Marketing, Digital Marketing Strategy, Mobile Optimization and Advertising

Automotive Advertising Trends: Mobile and Video Are in the Driver's Seat

Posted by Jennifer Dragon on January 22, 2015 at 10:37 AM

As consumers change their shopping habits, automotive advertising strategies are also transforming. EMarketer reported that automakers and dealers in the U.S. will have spent about $6.15 billion on digital advertising in 2014, an increase of 18.8 percent from 2013. But are they spending their budgets the right way? While marketers have made great advances, new trends suggest that automotive advertising techniques must reflect the way consumers leverage mobile, video advertising and other touchpoints to enhance their shopping experience and get the best deal.

Retargeting Cross-Shoppers

Think With Google reported that 72 percent of all auto purchase searches in 2013 involved some form of cross-shopping by the consumer. The good news for auto marketers is that you can leverage cross-shopping behaviors to ensure that your inventory is part of the consumer's evaluation process. Retargeting and remarketing are great ways to drive increased returns to your website by cross-shoppers. New research from the National Automobile Dealers Association shows that 83 percent of consumers say they're most influenced by dealer websites when they begin their auto search. This is a huge opportunity to use paid search to drive consumers to your website and leverage retargeting best practices to entice them to return once they've checked out other dealerships.

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Topics: Retargeting and Remarketing, Mobile Optimization and Advertising, Video Advertising, Automotive

Retargeting: Could This Hot Trend Get Even Hotter in 2015?

Posted by Love Hudson-Maggio on January 16, 2015 at 10:18 AM

Retargeting became quite the buzzword in 2014. Marketing Land recently reported on an AdRoll survey that found that the percentage of marketers who spent over 50 percent of their digital advertising budget on retargeting doubled from 7 percent in 2013 to 14 percent in 2014. While 2014 saw interest in this marketing method ramp up, 2015 should see an even bigger surge as this marketing tool grows even more among businesses of all sizes. Though marketers may be hesitant to jump on this bandwagon, this is one trend that should not be missed.

Social Retargeting Boosts Impressions and Clicks by Huge Margins

Though there are plenty of different types of retargeting, social retargeting has been the most heartily embraced by marketers, with 54 percent of those surveyed saying that social retargeting was a better use of resources than mobile, search or even email retargeting. VentureBeat notes that AdRoll data backs this assertion up, showing that social retargeting drives nearly triple the impressions and clicks than other forms of retargeting. In addition, social retargeting also leads to more than double the conversions, making it not only a great tool for exposure, but a must for improving sales as well.

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Topics: Retargeting and Remarketing

Holiday Shopping and the Power of Retargeting

Posted by Love Hudson-Maggio on December 1, 2014 at 11:28 AM

The holiday shopping season is a crucial time of year for retailers. Many businesses find that the success of their entire fiscal year is determined by the spending that takes place in the last couple of months leading into Christmas.

Since retailers can't afford to leave money on the table during the holidays, many work on strategies to lift holiday site traffic and stickiness. Most online retailers look at their site traffic and quickly realize that a heavy percentage of website shopping doesn't guarantee purchase conversions during the holidays. Understandably, many consumers are casting their nets far and wide as they shop online in search of gifts for loved ones. Saavy retailers devise retargeting strategies that lead to closed sales.

For businesses that haven't engaged in retargeting yet, this marketing strategy can be intimidating. During the holiday shopping season, though, there's almost no better way to recapture traffic and sales you might otherwise lose. Here are some simple tips to bring consumers back to the sale.

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Topics: Retargeting and Remarketing, Premium Display and Banner Ads

3 Tips for Online Conversions: What Works and What Doesn't

Posted by Selena Lawson on October 22, 2014 at 1:38 PM

When it comes to online conversions, the big question for all digital marketers is how to best turn impressions into clicks and clicks into conversions. There isn't just one answer, mainly because conversions are more or less likely to happen the further up or down the funnel your potential customers are. But some rules apply in all cases. When it comes to converting impressions online, there's a fine line between what works and what doesn't. Here are three key areas worth attention.

Search Engine Marketing (SEM)

Search Engine Optimization (SEO) and pay-per-click (PPC) are part of an SEM strategy and time-honored ways of driving traffic to your site. Simply put, a user finds you because she's entered specific search terms that trigger your listing, sponsored or organically. Your job is to come up top in the search engine results page (SERP) and convince her your product is best and push her to your website.

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Digital Marketing Strategy, Social Media Marketing

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