Linking digital audience data to drive conversions. Audience targeting is not new.
However, the increasing complexity of the buying cycle now makes it much more challenging to execute. How can marketers join the dots to find and engage desirable audiences? Marketers have always known the value of delivering the right message to the right person, at the right time. But the touch points along the path-to-purchase have grown into a web of influences and interactions, which marketers must interpret and analyse in order to properly optimise their programmes. Linking online and offline channels and multiple devices is now an intricate process, but one that ultimately promises big rewards. Bridging the gap, particularly between digital channels such as search and social, promises to benefit both marketers and consumers, delivering targeted ads and messages that are highly relevant to what people are looking for, and driving engagement and sales.
How can marketers integrate and link different channels and manage audiences? 1. 2. 3. 4. What Exactly Is Meant by "Retargeting"? Retargeting is not a new concept to the digital industry — in fact, it has been around for some time — but its uses and forms have definitely evolved. Over the course of this evolution, “retargeting” has become somewhat of a loose term – we now see it used alongside “search” and “social” in addition to its original form, “site retargeting.” In my opinion, there is a real need for clarification of, and education about, retargeting. For example, is search retargeting really re- targeting?
Despite its name, search retargeting is more of a mid- to upper-funnel strategy that engages new users, as opposed to re -targeting current customers. Can you truly retarget someone new? We have also seen a similar trend with social retargeting. Site Retargeting Site retargeting is probably the truest form of retargeting because you are re-marketing or re-engaging current customers. Your Remarketing Hit List 10 Tips Worth Repeating. Your Remarketing Hit List: 10 Tips Worth Repeating.
Case study: How display ad Remarketing works in travel. NB: This is a guest post by Jane Butler, managing director for travel in the US at Google.
I’ve been working at the intersection of travel and online marketing for almost 15 years now and while many things have changed, one thing has not. Travel marketers continue to produce some of the most innovative and effective online campaigns across all industries. Years ago, travel marketers were some of the true pioneers of search marketing; they were among the first to use advanced bidding systems and scale these programs as robust marketing and distribution channels.
“What would travel marketers do?” Was a frequently asked question in marketing circles (though not a frequently worn “WWTMD” bracelet, despite my best efforts), and I spent a lot of time explaining to others how best practices from travel could be lessons for other industries as well. Today, we’re seeing travel marketers apply their online savvy to non-search channels too. IHG’s experience with Remarketing is instructive.
Dynamic Product. Remarketing. Search Retargeting. Remarketing lists for search. Networks. Ad Creation. Display. The Full Guide to Remarketing in Google Analytics and AdWords. Welcome to the start of our focus on PPC, a week devoted to nothing but paid search.
First up we have Anna who is looking at how to use the incredibly powerful remarketing features in Google Analytics to create laser focused advertising on Google AdWords. In 2012 Google introduced the functionality to manage remarketing lists within Google Analytics. Previously it could only be managed within the AdWords environment and involved adding code to various pages of your website. This post is going to cover the basics of remarketing, how to set it up through Google Analytics, as well as when and why to use it and different ideas for campaigns. So what is remarketing? Consider these ideas for starters: Advertise flowers at mother’s day to those who bought flowers for Valentine’s dayAdvertise contract renewals to users who purchased a year’s worth of insurance 11 months agoOffer discounts in ads that you show to users who viewed their basket but didn’t complete the purchase Getting Started 1. 2. 3.