Display Advertising and Retargeting
Display Advertising
Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of different formats and contains items such as texts, images, flash, video and audio. The main purpose is to deliver general advertisements and brand messages to the plus 40 million people connected to the Internet each month.Display advertising lets you: 1) Create all types of ads - text, image, interactive and video ads. 2) Place those ads on websites that are relevant to what you're selling. 3) Show those ads to the people that are likely to be most interested. 4) Manage and track your budget, campaigns and results as you go.
Behavioral Retargeting
What is Retargeting? Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion. Retargeting is a hot topic in the online advertising space.
When Does Retargeting Work?
Retargeting is a powerful branding and conversion optimization tool, but it works best if it's part of a larger digital strategy. Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don't help with conversion optimization. Conversely, retargeting can help increase conversions, but it can't drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.
Why Is Retargeting So Effective
Retargeting generates greater online sales by keeping your brand front and center and bringing "window shoppers" back when they're ready to buy. Every time your customer sees your retargeting ads, your brand gains traction and more recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.
Retargeting Best Practices
Retargeting is most effective if you segment your visitors (eg, people who looked at shoes vs pants) and tailor the retargeting ads shown to each group, or not retarget them at all (eg, people who converted.) The best performing retargeting creative has a clear call-to-action and promotes an offer. Different products warrant different retargeting time windows. Eg, people shopping for travel should be retargeted immediately; people shopping for luxury goods should be retargeted later.