Retargeting

Post published by on April 21, 2014 in Digital Advertising, display advertising, retargeting

In a world where most things can be tracked, retargeting gives companies and organizations the ability to push communications out to users that have previously been on their website and pull the prospects back towards them. How? A cookie/tag is added to the browser of the user when he/she visit the website in question. When the user leaves the website and visits any of the thousands of websites that part of the Google Display Network (consisting of over 83% of all websites), ads can then be specifically targeted to that user. Since the user has already been to the website, they are already much more likely to interact with the ad whether it be resuming their research or their abandoned actions.

General

When using the retargeting in digital advertising, the first step is to add a code to every page of the host company or organizations website. This code will put a cookie on the browser of the visitors and will enable Nexus to show ads to users that have been to the host website as they continue to surf the web.

Page Visits

The second step in retargeting would be to add different snippets of codes to carefully selected pages on the host website – based on the goals and objectives of the company or organization. Doing so will enable Nexus to target ads to users based on their browsing history on the host website. For example, if a user visited a webpage showcasing a promotion, then Nexus can retarget that exact user with ads featuring that specific promotion along with any special offers that might coincide with that specific promotion.

Behavioral Marketing

Behavioral Marketing is another form of in-depth targeting that Nexus focuses on. It is a blend between search and display. When a user searches for any of the keywords selected and clicks on an organic result that is associated to the display network, in turn we can show ads to that particular user on that particular page. We believe that this is the perfect blend of search and display since it uses the intent from search to show display ads at the opportune moment.

Promotion Specific Targeting

A more direct and extensive targeting strategy is to target users based on the precise page they have visited. This implies putting code on every page on the host website. In doing so based on the goal and objectives of the company or organization, Nexus creates specific promo ads targeted to users that have visited a particular page to view a product, detailed service, event or any promotion. For example, the 2013 Samsung Galaxy Note 2 smartphone in Agate Grey Metallic, ads about that exact 2013 Samsung Galaxy Note 2 in Agate Grey Metallic would then be displayed to the user on the websites they visit.