RETARGETING is the new lead nurturing

Did You Know…More and more marketers are moving their ad spend online. According to the Interactive Advertising Bureau (IAB), display-related advertising totaled nearly $10 billion in 2010, which represents a 24% increase from 2009. 2

What is RETARGETING?

Retargeting Purposes• Ad networks can display ads to computers that

have visited a page that is tagged with a retargeting pixel and didn’t convert

• Further down the lead funnel you optimize, the better your campaign result

• Ad networks currently optimize to the best performing site based on the cost-per-click. Retargeting allows them to optimize to conversion

Retargeting Advantages• Cost effectively increase frequency– It costs $3* to get a visitor to your site, spend $.04 to

hit them 10 more times• Increase awareness, impact, importance of advertised

product– Target audience exposed to message everywhere on

web

6 Simple Ways to Increase Online Conversions through Retargeting

1. Just getting started with retargeting? Don’t be intimidated—all you need is a pixel and one set of retargeting ad creative.

2. Let the stages of your marketing funnel. From awareness to evaluation to purchase -influence your retargeting strategies

3. Over time, develop multiple sets of retargeting creative, be as specific as you can with your messaging, and test, test, test.

As you begin to refine your strategies and ad creative, and test these over time, you’re likely to see a larger increase in online conversions

Even a Chance

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4. Incorporate business demographic insights into your retargeting to provide even greater relevancy (and reap more conversions) from your ad reative.

5. Use retargeting to increase your search marketing conversions, including branded search.

“When Money Moves to Digital, Where Should It Go?”, September 2010, comScore and ValueClick Media.

6. Boost the power of your email marketing by including retargeting pixels in your HTML emails.

Since the people in this segment have already opted-in to receiving communications from you, use retargeting as an opportunity to

continue BUILDING your company’s relationship and trust with them.

Sources• “Retargeting is the new lead nurturing: 2 simple way to increase

onlince conversion through retargeting”, Bizo

• http://blog.cannedbanners.com/2011/01/how-does-search-retargeting-work/

• http://www.goodhandsmedia.com/NewsCommentary/MediaPlannersGuidetoRetargeting.pdf

• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110891

• “When Money Moves to Digital, Where Should It Go?”, September 2010, comScore and ValueClick Media.

• “The Bottom Line Is Online Ads Work for Branding and Sales,” Laurie Sullivan, MediaPostNews, July 31, 2009.

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