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5 Powerful Ad Retargeting Techniques For Optimized Customer Acquisition

Retargeting is one of the best techniques, if your main goal is getting customers online.  In layman’s term, retargeting is serving an ad to a person who has visited your website with the purpose of making him come back and find ways to transform him into your customer.  In the world of internet marketing, its concept is broader and more complex.

To further get the totality of what retargeting really is, let’s discuss its ways and tactics.

Site Retargeting

The most common type used by most websites.  It specifically targets website visitors and makes a classification based on their experiences with a certain site or brand.  These are people who once came across with your site or the brand you’re offering.

Site retargeting proves to be much cheaper than strategies done with people you haven’t had contact or interaction with.  It’s a great place to start a useful conversation with a purpose of nailing the visitor down.

Search Retargeting

This strategy will rely mainly on the information you have regarding a consumer search activity. It lets you identify the interest or the basics of what a consumer is looking for.

For example, a certain person conducts a search on “Rolex watches”, he will leave some data trail that you could follow according to what he clicks, where he had been and to where he ended up.  Doing a search retargeting tactic for this person can involve using a brand’s search words, display ads and widgets that are present on the pages where they end up.

Most retailers found this strategy very effective.  With a trail to follow, it’s easy to employ this and the success rate of conversion will be higher.

CRM Retargeting

This strategy needs a data partner that matches email addresses to a pool of online cookie through a private and safe environment.  Any distribution strategies in email marketing can be done with the use of display tactics once segments match.

Engagement Retargeting

Quite similar to site retargeting.  Engagement retargeting strategy is done by bringing the concept to the consumer, unlike site retargeting where the consumer comes to the brand.  It involves identifying the costumer and segmenting them based on their actions.  It’s effective in widening your group of people who showed their interest in your product, but just don’t have the time or the curiosity to visit your website.

Most deploy engagement retargeting by using visual pixels on ad panels that shows up when a consumer has taken considerable action on the ad for him to end up to the panel.

Contextual Retargeting

Again, very similar with site retargeting, or should we say, it’s also site retargeting with a slight difference, especially in the environment where the consumer was first identified.

Content marketing includes a creative content  to get a consumer’s interest.  Sometimes it is the brand that creates the content or possibly a third party created it.  When the content is nowhere to be found on the brand’s website, but makes the brand able to determine and classify the visitors for future ad targeting, that’s what we call contextual marketing.

These are the different strategies associated with the retargeting process.  If they are deployed properly, they can be highly effective in customer acquisition and its conversion.  Retargeting can play a critical part in your quest to making faster your return on investment.


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