Retargeting: Focusing In For The Kill

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Synopsis – Time spent crafting the perfect advertising campaign, a compelling call to action, and a website that converts is never wasted, but  with average conversion rates not even in the double digits, the reality is that most people who visit a site do not convert. What marketer doesn’t want another shot at convincing members of that non-converting group to buy their product or service? One way to do this is via retargeting, a campaign that continues exposing non-converting visitors to ads on other sites until they either purchase or the marketer becomes convinced that that individual has absolutely no interest in what he or she has to offer. Google AdWords is currently offering a beta retargeting option (that they are calling “remarketing”), but the technique is also available from other companies.

In his article, “Retargeting: Focusing In For The Kill,” David Rodnitzky explores the concept of retargeting, explaining why almost all retargeting in today’s marketplace is site-based rather than search-based. And although it sounds intriguing, retargeting is not for everyone. Rodnitzky discusses four significant facets to consider prior to embarking on a retargeting campaign, each of which is crucial to possible success and each of which requires serious consideration and investigation. If you think your efforts are not getting the results they should in standard pay-per-click advertising, this article will help you decide if you should consider retargeting as the next step in your plan of attack to raise conversion rates.

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About the Author

(38 Posts)

David Rodnitzky is CEO of PPC Associates, a leading SEM agency based in Silicon Valley. PPC Associates provides search, social, and display advertising management to growing, savvy companies. To learn more, visit ppcassociates.com, or contact David at david@ppcassociates.com.

1 Comment*

  1. Chris Zaharias says:
    January 4, 2011 at 9:29 pm

    I’m not a Premium Subscriber, but trust that David’s written something that everyone considering retargeting should take heed of. Blogation has always been one of my favorite SEM blogs, and David one of the most knowledgeable SEM experts I know. As PPC Associates now works in display advertising as well, I’m sure David’s built up great expertise there too.

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