Retargeting & Audience-based Campaigns
Retargeting (also called remarketing) captures and reuses information on those who have visited your site but who haven’t converted into leads. With this data, those prospects are retargeted, seeing further display advertisements that can remind them to get back into dialogue with you or complete a call to action.
Benefits of Retargeting
Costs per Click are less expensive, and Conversion Rates are higher, compared to standard Pay-Per-Click. This is because you are not bidding in a highly competitive setting, you are bidding on clicks for an audience that is small, and unique to you.
Remarketing Lists For Search Ads (RLSA) — Remarketing lists for search ads (RLSA) allow us to change our bid strategy, ad copy or keyword strategy for users who have previously visited our site and are searching for a keyword on Google.
Audience-based Targeting Campaigns
Google Display Network – place ads on any of the 2-millions sites that are part of Google’s display network, as well as on YouTube, on Gmail and in apps.
Custom Audiences – Create segments based on pages a user visited, or based on emails gathered in a list to target display ads. These provide value when upselling to clients or when you need to reach prospects that meet a combination of targeting criteria. For example, a special offer to all who have previously signed up for a software trial and who have searched for your kind of software using the keyword “sale”)