Marketers know that they need to obtain the best results for every dollar they spend. In the digital world, there are many ways to spend your marketing dollars, but in recent years, the shift has been to use contextual advertising rather than passive ads. Contextual advertising allows you to use technology to target users at a very granular level, such as serving different ads that are based on the user 's online actions. At its most basic level, contextual advertising is simply retargeting your efforts to deliver more meaningful messages to people who have had at least one interaction with your company, and as such, it is closely related to experiential marketing. Handled correctly, retargeting can turn your ad into a conversation, foster
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Create a group to exclude from retargeting efforts by selecting a random cross-section of cookies. Be sure that the excluded and included groups are sufficient to provide you with meaningful statistics. You can then measure conversions in both groups to determine the true benefits you are receiving from retargeting.
• Learn when to stop retargeting activities. In most scenarios, the longer the time that elapses between initial interest and retargeting, the less likely it becomes that retargeting will result in a conversion. However, the time will depend on your particular niche and the speed with which your customers typically move from interest to purchase. There will always be a point when the likelihood of a conversion is approximately the same for both groups in your experiment, and that is when you need to stop your retargeting activities.
• Do not focus solely on the most recent actions. Although your specific product might be one that customers typically buy right away or not at all, you probably have a different audience that you can retarget. Customers who have not bought from you recently, comparison shoppers or people who have requested information may need to be handled
Create a group to exclude from retargeting efforts by selecting a random cross-section of cookies. Be sure that the excluded and included groups are sufficient to provide you with meaningful statistics. You can then measure conversions in both groups to determine the true benefits you are receiving from retargeting.
• Learn when to stop retargeting activities. In most scenarios, the longer the time that elapses between initial interest and retargeting, the less likely it becomes that retargeting will result in a conversion. However, the time will depend on your particular niche and the speed with which your customers typically move from interest to purchase. There will always be a point when the likelihood of a conversion is approximately the same for both groups in your experiment, and that is when you need to stop your retargeting activities.
• Do not focus solely on the most recent actions. Although your specific product might be one that customers typically buy right away or not at all, you probably have a different audience that you can retarget. Customers who have not bought from you recently, comparison shoppers or people who have requested information may need to be handled