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Posts Tagged ‘Re-targeting’
Feb 11

A while ago, we assessed the 3 major ways to make re-targeting work for you. At the time, search re-targeting was primarily offered by Yahoo! David Zinman, vice president and general manager for display advertising at Yahoo! noted that customers enjoy higher Conversion rates and lower Cost Per Acquisition.

He gave the example of Value City Furniture – they saw $168 cost per acquisition fall to $29, and .93 percent conversion rates that rise to 6.93 percent within one month.

One of the things which is not well documented is whether the search re-targeting feature will still be available as Yahoo! search capabilities are folded into Bing AdCenter. I would assume it won’t since bing has not expressed any interest for it (neither has Google).

But this does not mean the industry is giving -up. In fact multiple vendors such as Criteo, BlueKai and Chango offer some type of search retargeting tools. I met with Chango a few weeks back and was quite impressed by their capabilities.

This is their sales pitch: ”Chango™ works with Media Planners and Search Marketers to deliver new customers by targeting dynamic display ads to users based on their recent search activity on Google, Yahoo!, Bing and more”.

What does this mean?

In essence, Chango tied-up with multiple data centers which provide their search queries to them. Those data providers can be smaller ad networks, large web publishers, comparison sites and search toolbars.

Chango then lets brand advertisers, agencies or Search Engine shops serve ads related to those user’s queries. The users have previously indicated an intent and more likely to interact with those ads.

chango_search_retargeting

The latest and brightest in search re-targeting

What’s particularly exciting about Chango is their ability to manage the end-to-end process. As opposed to let’s say BluKai, Chango manage both data collection and ad serving through real-time bidding. They currently work with ad exchanges such as Double Click, OpenX and AdMeld.

If  you have experienced with display ads, you probably recognize the benefits of more targeted ads. Search-re targeting goes beyond broad demographics data and on-site behavioral targeting that many agencies use to buy media. This is a great improvement.

Oct 10

In a  previous post where we defined re-targeting, I addressed how re-targeting works and some of the benefits for advertisers. Let’s go a bit deeper by outlining the 3 types of re-targeting available today.

1. Site re-targeting

This is the most common one. The idea is to display an ad to a customer who has already visited a company web site. Most likely a company has spent marketing dollars to get a customer to their site in the first place, so the term re-targeting is derived from the concept of marketing to them again, however in a different manner.

As an example, site re-targeting can be used by e-tailers to target customers who have browsed their products, added them to the shopping carts but have not completed the sale. In this case those customers may be shown an ad showiing the product they have not purchased yet. Mots ad networks and the Google Display (formerly content network) offer some type of re-taregting capability to their clients.

social retargeting

Who wants some cookies?

2.  Search re-targeting

I believe Yahoo! is the only large search engine which offers this capability at this point. According to Yahoo!’s announcement, ”Search Retargeting is a customized display targeting solution that lets advertisers capture user interest from search terms and retarget the user with display ads in the Yahoo! Network.

For example, if a user searches for the keyword “sandals,” indicating strong purchase intent, an advertiser can target that user with a tailored display ad for footwear.

It remains to be seen whether Bing will integrate this functionality as the Bing and Yahoo! alliance moves forward and Bing manages all organic and paid search for both platforms. More on this topic next week as I will write about the alliance and timeline in more details.

3.  Social re-targeting

This is a rather new and no less exciting form of re-targeting. When customers visit a web site, advertisers identify those who have converted (or engaged in a positive brand experience online such as the download of a video or a newsletter sign-up). Third party platforms then look at those customers social network and determine their closest 10 friends or colleagues. This is done by assessing the strength of the bond between the customer and his or her network of friends and colleagues across Facebook, LinkedIn etc … Elements like the number and strength of interactions across the social networks are considered.

The assumption is those 10 closest friends or colleagues have common needs and will behave somehow similarly online. The final piece of the puzzle is when this network of friends will go online, they will see the ads that show some products and services that the customer bought or signed-up for in the first place. This is a fascinating way to target customers based on their friends behaviours. More information is available in this great webinar from iCrossing.

Apr 10

As a follow-up to my previous post on re-targeting, I was curious to explore what Google has to offer in its AdWords tool. Re-targeting (or re-marketing as Google calls its) allows you to show AdWords ads with people who’ve previously visited key pages on your website, giving you a powerful new way to match the right people with the right message. It is only available on the Google content network at this point. I am curious to know when this will be made  available in the search network too.

Re-targeting is easy to set-up in AdWords. It only require that you add a little html code to the pages of your websites where you tag visitors. Once those visitors hit a web site from the content network (e.g  Wall Street Journal blog), your ad will show-up. AdWords provides a simple interface in the audience tab to define those settings. Here’s a video from Google that explains it all.