Retargeting

Bring ’em back

Retargeting (also called remarketing) is an online advertising technique to keep your brand and message in front of an audience of people who have previously visited your website. The idea is to be frequent in messaging to those who have already shown interest in your company and encourage re-visiting of your website.

How does retargeting work?

Retargeting is a cookie-based technology. By simply placing a small code (a pixel) into the web- site, every time a new visitor visits your page, the code drops a cookie onto the users browser. Now after the visitor leaves your webpage, the cookie enables us to serve ads to that same person who has visited your page on other pages that they visit. This ensures that ads are being shown to those who have previously visited your site.

When does retargeting work?

Retargeting works best if it is part of a larger digital strategy. Remember, retargeting can help increase conversion activity, but it can not drive more traffic to your site. That is why it works best when it is a part of an outreach campaign.

What are the benefits of retargeting?

Retargeting is a powerful and often overlooked tool advertising tool. It is very effective because it focuses advertising dollars on people who are familiar with your brand and who have demonstrated an interest. Why wouldn’t you want to be frequent in your messaging to your current audience!

Behavioral Targeting

Gather information, personalize ads

Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Information collected on an individual’s web-browsing behavior determines which advertisements are displayed to that user.

How does behavioral targeting work?

When a user visits a website, a cookie is placed onto their browser. The cookie contains details about the visit, which helps flag the user as a part of a specific interest group. Using behavioral targeting allows advertisers to target an audience who has demonstrated interest in and relevance to their product or service.

What are the benefits of behavioral targeting?
  • Direct ads to individuals interested in a specific service or product
  • Targeted ads by behaviors improve the users’ online experience
  • Ads matched to interests perform better

Keyword Targeting/Contextual

Use keywords to deliver ads to relevant sites

Keyword targeting (also called contextual targeting) is the advertising technique of serving ads on a website that is relevant to the page’s content. Based on the keywords and phrases within a website, advertisements are featured on the site that are directly targeted to the interested audience.

How does keyword targeting work?

The content of every webpage is analyzed by the exchange, which is then matched to your ad using the keyword and phrase selections that you have picked. The idea is that when someone is on a website with relevant content to your product/service, they will be interested in your ad.

The more targeted an advertising experience is to a user the more interesting the ad will be to that person, leading to a higher likelihood that they engage with the advertisement and have a good user experience.

A custom list of dozens of relevant keywords is created for every campaign. These keywords can be provided by the advertiser, or a list can be generated based on the goals of the campaign and the product or service offered. The keyword list is loaded into the ad server. The ad will then appear on site pages which contain the keywords selected. Notice that the ads do not appear on search result pages, but on site content pages.

What are the benefits of keyword targeting?
  • Identify keywords that work to support your product or service.
  • Reach potential customers who have already demonstrated interest in your product or service by visiting web pages with content relevant to your business.

Managed Networks

Narrow the scope, ensure quality ad placement

Managed networks are a series of organized website lists that are each designated to a certain type/demographic of people. The ads are only run on the sites included on the list, narrowing the scope and ensuring the designated audience is seeing the advertisements.

100’s of Networks Available – Whatever target group you can think of, a network can be created.

How do managed networks work?

Our managed networks are hand selected, curated site lists that are loaded into the exchange, telling the computer to run ads strictly on the sites provided. This ensures that we reach a very specific demographic of people based on the websites that they are visiting and giving us the ability to serve those people ads based on just the website that they are on.

What are the benefits of using managed networks?

Using our managed networks cut out the risk of delivering ads to an audience that is not relevant to the product or service that we are promoting and cuts the risk of delivering ads to “bad” sites. This gives us the added ability of further selecting our audience and ensuring quality ad placement.

Lookalike Modeling

Multiply your ideal customers

Look-alike modeling is a strategy used to identify people who look and act like your target audience. The goal is to present ads to users who are likely to take action based on their characteristics and online behavior.

How does look-alike modeling work?

Look-alike modeling expands the advertising reach from a small segment and grows it into a larger audience. The small segment is made up of the current customer base. Based upon the look, actions, and characteristics of this smaller segment, the reach is then expanded to other people who have these same attributes. The final result is an expanded reach to a newly created, larger audience.

What are the benefits of using look-alike modeling?
  • Find more customers that are similar to your target audience
  • Grow your customer base
  • Target your advertisements towards people that are likely to take action
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