Be In The Know Blog

Retargeting Your Visitors: How Marketers Can Work Around Google's 'Mute This Ad' Feature

Posted by Pete Stafford on July 26, 2018 at 10:18 AM

Digital marketers understand the value of a retargeting strategy, encouraging those who are already on the brand discovery journey to read more content and convert into a customer.

Research cited in Business 2 Community shows that retargeting ads have a 76 percent higher click-through rate, and it makes sense that you would want to reach people who have already expressed initial interest, or at least curiosity, about your brand.

But Google's Mute This Ad function, which lets users hide ads, is being rolled out more aggressively to remarketing ads, which Google refers to as reminder ads. Plus, it will let users know that they've been retargeted.

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Topics: Retargeting and Remarketing

What is Retargeting? How Does It Improve Your SEO and SEM Strategy?

Posted by Pete Stafford on March 15, 2018 at 11:40 AM

Your client sells pizza, but it's not just any old pie. They've created a buffet of gourmet toppings, imported cheeses and homemade sauces that allows customers to build the most unique flavor combinations known to carb lovers anywhere. You know there are plenty of hungry customers out there, so you decide to use retargeting to corner the market on all those "pizza near me" local searches.

So what is retargeting, exactly — and how does it improve your SEO and SEM strategy?

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Search Engine Optimization (SEO)

Use Retargeting to Grow Your Business

Posted by Zuri Stanback on July 14, 2017 at 11:51 AM

Retargeting is a broad marketing term that refers to advertising that targets users who have already interacted with your brand in specifically-defined ways. This includes a visit to your website, browsing social media pages or clicking a product.

Know How It Works

When guests take one of these actions, a cookie is set in their browser and they're served ads based on their previous behavior. For instance, if you own a local coffee shop and a user within a specific ZIP code is browsing your delivery menu, a retargeting strategy could deliver ads to this customer featuring the menu items they were looking at.

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Topics: Retargeting and Remarketing

Google Enables Remarketing for Cross-device Audience Targeting

Posted by Zuri Stanback on May 22, 2017 at 2:03 PM

Eight months after its first announcement that it would enable cross-device remarketing through the use of signed-in user data, Google added another critical layer of functionality: As of May 15, the data is available to Google Analytics and advertisers creating audience lists.

The announcement was made quietly through the Google Analytics dashboard, but it has important implications for advertisers using Google Analytics — especially those who have been frustrated by some of its limitations. As Marketing Land noted, cross-device retargeting has long been available from other major ad platforms, including Facebook, but Google's retargeting capabilities were much more limited because they haven't allowed tracking via user sign-ins.

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Topics: Retargeting and Remarketing

5 Ways to Increase Conversions to Your E-commerce Site

Posted by Ashley Rios on March 6, 2017 at 2:03 PM

Any e-commerce company depends on website conversions to drive their business. When those performance figures suffer, it's likely because of problems you'll find in your website experience, maybe even on your home page.

This can torpedo your online revenues, but there's good news: Many of the barriers to better conversions are easily resolved through some simple fixes. Here are five ways to increase conversions:

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Topics: Retargeting and Remarketing, Website Design & Development

Without Search Retargeting, You Aren't Reaching the Right Customers

Posted by Zuri Stanback on November 8, 2016 at 11:41 AM

So many online journeys, consumer and otherwise, begin with a search engine. So, naturally, the data stemming from those searches offers incredible value to marketers. This single data stream may be the most comprehensive and illuminating source of information you'll find anywhere online — digital marketers can't afford to ignore the opportunity it represents.

The value of search data isn't restricted to applications within those search engines themselves. Marketers can pull that data and use it to retarget consumers on other channels as well. Search retargeting uses past search activity to display ads on other platforms, including Facebook and other display ad networks. Search Engine Journal explains it is an important component of your marketing strategy.

Retargeting is an effective strategy for brands looking to recapture interested consumers and pursue transactions that were abandoned before they could be completed. When properly deployed, it offers incredible value.

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Topics: Retargeting and Remarketing

What Are Gmail Ads and How Can Marketers Make Use of Them?

Posted by Pete Stafford on November 3, 2016 at 2:05 PM

With over one billion global Gmail users as of February, according to Digital Trends, chances are good that either you or the person sitting next to you is one of those users. And though this free email service is only a decade old, Google has provided an interesting way for advertisers to reach consumers in a place where (according to The Huffington Post) they spend over six hours a day: their inboxes!

What are Gmail ads?

Gmail ads are a specific type of native advertising that uses Google's AdWords platform to target users based on the content of messages in their Gmail accounts. If you've ever used the browser version of Gmail, you may have noticed a "Promotions" tab near the top of the page. This is where they can be found most easily. These ads are formatted like short emails with 25-character headlines and 100-character mini-bodies. Consumers can click anywhere on these lines to view expanded ads that look like emails and typically contain graphics, links, and additional text.

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Topics: Retargeting and Remarketing

Tips For Increasing Conversions

Posted by Zuri Stanback on September 16, 2016 at 11:02 AM

Seeing a spike in online traffic might put a smile on your face, but unless you know how to get consumers past the click, this joy will prove fleeting. Here are some tips on increasing conversions.

Find Them on Facebook

With 1.13 billion active daily users, Facebook is not only an effective way to reach your potential customers, it's also an efficient way of driving conversions. With the data the company has access to, it's possible to target your reach to specific locations (e.g., ZIP codes or geo-fences) and purchase behaviors. Be sure to create a Facebook Pixel to place on your own website so you can retarget audiences.

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

How Can Search Retargeting Help Your Business?

Posted by Zuri Stanback on August 15, 2016 at 12:35 PM

Even if you're familiar with the general concept of retargeting, you may wonder what search retargeting is, specifically. According to Econsultancy, search retargeting is different from site retargeting as it allows marketers to serve display ads to consumers who recently searched for specific keywords related to their business.

For instance, if a marketer aims to boost a locally owned hotel in Atlanta, they could use searches for "cheap hotel in Atlanta," "travel to Atlanta" and "flights to Atlanta" to serve ads to those potentially considering a trip to the area.

Although the concept behind search retargeting is simple, this marketing tool is far more valuable than you may initially expect.

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Topics: Retargeting and Remarketing

How Facebook Retargeting Can Take Your Campaign to the Next Level

Posted by Apryl Pilolli on May 16, 2016 at 1:40 PM

In today's world of content overload, it can be next to impossible to get the instant click and conversion that nearly all Facebook ad campaigns strive to achieve. Though a consumer may click on an ad, and maybe even read a little of your sales pitch, it's easy for them (especially on mobile platforms) to be distracted by an incoming text, social media notification or even real life. When distraction occurs, and the initial momentum generated by that original ad is gone, you're back at square one. However, Facebook retargeting can help recapture those lost conversions.

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Topics: Retargeting and Remarketing, Social Media Marketing

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