Give Your Advertising a Second Chance - Types of Retargeting
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As with behavioral targeting, behavioral retargeting makes use of cookies. Both forms of targeting need to be able to track web surfers as they travel the Internet to be effective. The nice part of it is that, since the potential customers have already visited your site before, you won’t need to use something that is as costly as a sponsored ad in a search engine to get their attention.
Indeed, one form of behavioral retargeting is known as behavioral search retargeting, because it tries to lure web surfers back to your site after they visited it once by clicking on an ad in a search engine. When you’re paying by the click for visitors, it only makes sense to try to recoup some of the expense involved when visitors don’t convert. So it’s not surprising that Yahoo is one of the companies that offer behavioral retargeting.
Behavioral search retargeting, so the theory goes, is particularly effective because the customer is “in market.” He or she is already doing research about something, probably with an eye toward buying. A lot of buying decisions take time, though, depending on various factors. That’s why you want to retarget the web surfers who visited your site once from a search engine; while they’re making up their minds about who to buy from, you want to stay in contention and not have them decide to buy from someone else because they forgot about you.
But behavioral search retargeting isn’t the only kind of retargeting. There is also web site retargeting. With this, you’re retargeting visitors to your site for ads regardless of how they arrived. You can follow them around on your site and retarget them for ads based on their click-stream, search path, registration activity or purchase history.
A third type of retargeting is ad exposure retargeting. Just because a web surfer saw your ad once and didn’t click on it doesn’t mean he might not click on it if he saw it again. Or it could simply be that the offer you presented in that particular ad was not of interest to him. Show him another ad, with a different offer, and he just might go for it.
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