Advertising

How to Fine Tune Your Retargeting

Retargeting is an effective method at reaching new segments of your audience. You can use several strategies to increase your market reach, and improve the branding efforts of your display advertising. If you fine tune retargeting, it can deliver effective results for a fraction of the investment you would otherwise make.

Build on What You Know

Look at the data you already have about customers within your Analytics and social media efforts. Develop a clear picture of which benefits your customers respond best to, then use those benefits to help brand yourself through retargeting. Conversions may be low, but brand recognition will be much higher and cost you less. Plus, you’ll increase the exposure your ads have to your ideal market segment.

Under Utilized Keywords Increase Reach

There are competitive words you bid on because they increase your chances of conversion, and then there are those you could bid on because they are cheap and bring in more traffic. That spend is a form of branding, and done correctly can lead to conversions that help improve your margins. Using long tail keywords that cost less, or broad match terms, could lead you to a larger retargeting list.

Final Thoughts

Retargeting is still in its infancy, but shows great promise. It’s a cost effective means of branding, but it can bring more conversions if you build your retargeting list using foresight. Remember, customers respond best to multiple ads. Retargeting is the best strategy you have to show the ideal segments of your market banner advertising that will entice them.

Bio: Ted Dhanik is the co-founder and CEO of engage:BDR. Ted Dhanik has helped launch brands like MySpace.com using display advertising techniques. To find out how banner advertising can bring more leads to your business, contact Ted Dhanik today.