Retargeting operates on the idea that no customer will make a purchase or convert in any way on the first interaction. In fact, there are seven ways to utilize retargeting to boost the conversion rate.
1. Search retargeting:
Search retargeting finds those people who have not visited your site, but who have searched for a term on Google, Yahoo or other Internet sarcher, using keywords or phrases relevant to your business.
As search retargeting doesn't require any pixels to be placed on your site, it is often the quickest and easiest retargeting technique to push live.
It's the oldest and most common form of retargeting. It works by appealing to consumers who visit the company website or e-commerce store but don’t convert (for example: spend money) on their first visit.
Web marketers can simply look at user profiles in the cloud and make display advertising decisions based on the likelihood that user will convert. Every visitor is tagged with a cookie when they visit the company website. If a cookie-tagged visitor is on another website and the publisher of that site makes its inventory available to ad exchange.
3. SEM/SEO Retargeting:
SEM (search engine marketing) and SEO (search engine optimization) retargeting gives you better insight as to why a user visits your site. It's closely related to site retargeting and has to do with the search terms used prior to clicking to or arriving on your site.
It's extremely effective for both prospecting and retention. It's also relies on cookies, but located in the signature of an email. The tracking pixel is activated when a recipient opens that email, resulting in a cookie being place on the recipient’s machine, which essentially tags the person who opened the email so that he or she can be retargeted while they browsing the internet later on.
With contextual retargeting you are simply leveraging data on your site users’ interests. Simply put, this allows you to design display campaigns that are custom-tailored to things users are already interested in.
In essence, it involves exchanging pixels between sites that are highly relevant to a searcher and targeting to each others’ visitors. For example, think of an airline and local hotel site targeting each other’s audience based on destinations that were searched or booked.
6. Social retargeting:
Social retargeting uses purely interest-based data points from consumers to identify and create audience groups, whether or not they have searched for, bought, or researched the brand’s product or a related product.
Until recently, Facebook was a prime example of social retargeting, as it would use social data (such as a status update or brand comment) to reach consumers with ads. Today, Facebook has expanded its targeting capabilities to include search- and site-level data.
7. Engagement retargeting:
Engagement retargeting is used when your website has other channels of engagement like games, videos, rich media, etc. Once you can gain some insight into a user’s intent or level of engagement you can serve highly targeted display ads to them.
1. http://www.business2community.com/online-marketing/retargeting-secrets-the-7-types-of-effective-retargeting-0321855
2. http://www.imediaconnection.com/content/29513.asp
3. http://searchenginewatch.com/sew/how-to/2199676/6-types-of-retargeting-every-marketer-should-know
4. http://adgear.com/blog/2014/09/what-types-of-retargeting-are-available-to-online-marketers-today/
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