Retargeted consumers are 70% more likely to complete a purchase as compared to non-retargeted consumers. But remarketing is not only about conversions; in fact, it is an extremely cost effective way of building brand awareness. Simply put, remarketing is a “must-do” in your interactive advertising efforts.
One very effective way to leverage Google Analytics data to target users who are most likely to convert when they come back to a site is to use “Smart Lists”. In the words of Google, “a Smart List is a remarketing audience that Google Analytics generates to maximize your conversions.”Read More
Google AdWords “Similar Audiences” is an efficient and cost effective way to find new qualified consumers who share the same interests as your existing remarketing audience. If you think about it, this makes perfect sense: your remarketing list is made of users who visited your website, are familiar with your brand and products, and (generally) have the characteristics of your ideal customer.
The social network is set to launch a new advertising service that will allow advertisers to retarget users and bid in real-time based on a user’s recent browsing activity. The new service will be called Facebook Exchange and is rumored to be available within a few weeks. A Facebook spokesperson said that pricing will based on a cost per thousand impressions (CPM) and ad spots will be sold via third-party vendors.
Facebook Exchange will target users by tracking cookies and the partner sites will then use these cookies to identify Facebook members. The social network will not allow its members to block these cookies and will leave it to the third-party vendors to take responsibility for giving the users the opportunity to opt-out.
The third-party vendors include Triggit, Turn, DataXu, MediaMath, AppNexus, TheTradeDesk and AdRoll.
There has been no word of any changes to the current Facebook advertising options, where advertisers can target its members by using specific demographic data alongside user Likes.
The Google Display Network (GDN) offers a similar product via Remarketing, however, the new Facebook Exchange product will allow advertisers to target people who like specific products or brands, allowing advertisers the ability to reach extremely targeted audiences. It will be interesting to see how the Facebook Exchange platform can supplement advertisers’ paid search marketing efforts and Remarketing campaigns through the GDN.