Effective Retargeting Tactics
I’ve been doing online marketing for over a decade. The changes that have been made in targeting over that period of time has been amazing. The costs associated with demographic bidding tactics has gone from being expensive to nearly free (Google AdWords) in the past few years. Ad networks are offering more and more targeting abilities. It seems as if a new company comes up with a new idea on a daily basis.
The recent hot topic in marketing has been retargeting. Google recently pulled their retargeting offering out of beta and available in all accounts. While retargeting is an effective advertising method, there are a few things you can do to make it even more effective.
SearchExchange 2010
I recently spoke in Charlotte during the SEO and PPC conference, SearchExchange. It was a great event and the location couldn’t have been better. The only issue I had with the event was the lack of WiFi within the event, but I was able to hop onto a few open signals outside of the theatre in between sessions.
The RavenTools team was in attendance and kept a running blog of each speaker. (My PPC session). I was lucky enough to have Benjamin Rudolph, David Kyle and Kate Morris present during the same session.
The Rich Are Different Than You and Me
Google recently made a change to search results. Certain searches will now trigger a link above the organic results and below the paid search results with a list of brands. Clicking these links do not take you to the brand’s homepage, but to your search result with the brand added in.
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