The Retargeting Trap: How Targeting Conversions Hurts ROI

display-ad-featured Data are wonderful things. Properly applied, data can provide insights into where to trim budget and where to increase it. Data will indicate what's working versus what's not, what's a signal versus what's an outlier. And, data help to determine the proper media mix for the overall campaign strategy. Data-driven, performance-based advertisers reviewing their online display metrics often find it easy to justify spend on retargeting. After all, it's very simple to see that retargeting is a big winner when it comes to display. But beware! There's a trap in that data. It's easy to increa [...]


Triggit Expands Dynamic Retargeting Beyond Facebook To Native Ads Across The Web

Triggit native ad retargeting on the web launches Facebook retargeting provider, Triggit, is branching out to give advertisers more scale and reach for the dynamic retargeting campaigns that have proven so effective on Facebook. Triggit is partnering with premium publishers to bring dynamic retargeting to news feed-style ad formats across the web. [caption id="attachment_91709" align="aligncenter" width="600"] Example of a Dynamic Native Retargarting Ad Served on Yahoo Tech, Provided by Triggit[/caption] Triggit declined to name specific partners already lined up for the beta, but says it is working with several large publishers as well [...]


Removing The Fog From The Marketing Cloud

Another foggy day in the marketing technology cloud. Consider this: just 20 years ago, a retailer having a website was a huge novelty. Back then, the main purpose was to connect customers to service reps or find a store, and it took years before you could effectively showcase and optimize products like you can today with a marketing cloud. [caption id="attachment_90111" align="aligncenter" width="600"] Another foggy day in the marketing technology cloud.[/caption] Websites and e-commerce have evolved in the past 20 years largely due to third-party technologies. These technologies have helped optimize the overall brand experience, build cus [...]


First Party To Whom? Display Targeting Data Demystified

shutterstock_120614257-cookies With the ever-increasing drone of industry rumblings about the demise of the third-party cookie, many ad tech players have begun highlighting "first party" prominently as a key buzzword in their positioning. Frequently, this is used in the context of "first-party data" and, in some cases, "operating in the first party" for online advertisements. This has led to a lot of confusion around the term "first party." Every advertiser wants it, but ad tech vendors are offering multiple, disparate solutions under the umbrella term "first party," when these solutions actually have very little in c [...]


Up Close @ SMX Advanced: Rethinking Retargeting

Rethinking Retargeting Session at SMX Advanced Retargeting is one of the most effective techniques in paid search and display advertising. The concept is straightforward. The site owner puts a piece of code on their site or on certain pages on their site. When a visitor lands on the page with the code, the visitor is “tagged” with a cookie. If the visitor then leaves the site, they may later see ads about the site so the site owner gets a second chance to convert the visitor. The reason retargeting is so effective is that with retargeting you only target users that have visited your site so they are already familiar with your bra [...]


AdRoll’s Desktop-To-Mobile Retargeting On Facebook Now Out Of Beta

adroll moble retargeting Today, retargeting platform AdRoll announced the full roll-out of its solution to execute cross-device retargeting campaigns in Facebook apps. Introduced in beta in February, the self-serve solution allows advertisers to retarget desktop visitors in Facebook's iOS and Android apps on smartphones and tablets to help re-engage past site visitors on their mobile devices. The solution supports Mobile News Feed ads and Mobile App-Install ads. AdRoll says early tests yielded click-through rates between one to three percent, cost-per-click from $0.20 to $1.00 and cost per installs that were as [...]


Kenshoo Brings Search Intent To Social Retargeting On Facebook

Kenshoo Intent-Driven Audiences For Facebook Advertisers can now bridge the gap between search intent and social retargeting. Kenshoo's new Intent-Driven Audiences match clicks on search ads to audiences in Facebook. Kenshoo developed the solution with Facebook to allow advertisers to target users who clicked their ads on search engines like Google, Yahoo and Bing when they browse Facebook. A build on Facebook's "custom audiences", which allow brands to import first-party data such as email addresses or use a tracking pixel on their own sites to retarget their site visitors on Facebook, Intent-Driven Audiences brings search-intent [...]


Criteo’s Overhauled Prediction Engine Now Factors Actual Conversions, Not Just Clicks

Criteo Personalized display advertising firm, Criteo, today announced a major update of its prediction engine, three years in the making. The Criteo Engine has been retooled to automate impression bidding based on the likelihood that a user will both click on an ad and make a purchase. Up to now, bidding was based on click predictions. Criteo says the engine's ability to close the prediction loop through to purchase has lifted sales volumes 38 percent while maintaining a stable cost-of-sale in A/B testing across billions of impressions and millions of users and clicks. "We've solved a lot hard [...]


Marin Software Buys Self-Serve Retargeting Platform Perfect Audience

Marin Software Acquires Perfect Audience Marking its first acquisition, Marin Software announced today that it has acquired self-serve retargeting start-up Perfect Audience for $22.8 million, including $5.4 million in cash and the remainder in common stock. The company said of the Perfect Audience purchase: With the acquisition, Marin Software expands its cross-channel capabilities, adding new programmatic display and social advertising functions while strengthening its audience targeting tools. Real time search intent data will be combined with behavioral and other data sources to drive audience buying and retargeting across Fac [...]


New Display Research: State Of The Industry Retargeting Report #4

soti-retargeting-q2-2014-chango The fourth edition of the State of The Industry Retargeting Report has just been published and with some surprising results. With the support of Digiday, the survey (conducted by my employer) received responses from 333 agency executives and 117 brand executives; questions covered site retargeting, paid social marketing and mobile marketing. Paid Social (FBX, Twitter Tailored Audiences and LinkedIn) has shot onto the scene relatively recently; yet, respondents reported having their own dedicated budgets for them and reported this channel as their path to solving the problem of connecting [...]


Perfect Audience Launches Peer-To-Peer Retargeting: Directly Target Other Sites’ Visitors

Perfect Audience Connect What if you could "retarget" the audiences of specific websites that likely have similar visitor profiles as yours? The self-serve retargeting platform, Perfect Audience, has begun testing this concept with roughly 100 of its customers. The company's new service, Perfect Audience Connect, offers gives advertisers a way to connect with other companies they are familiar with and share retargeting audiences with one another -- all in a way that doesn't drive up  bids. Like a social network, each advertiser on Perfect Audience now has its own profile page on the portal showing informati [...]


Audience Modeling & Customer Lifetime Value 101

shutterstock_184442897-customer-lifetime-value Customer lifetime value (CLV) is at the core of all of our advertising efforts. Being able to distinguish between good customers and bad customers (and all the grey in between) is what enables marketers to build scalable programs without being limited to a direct response. A good CLV model highlights the good and the bad, embracing variance in user behaviors. A bad model assumes a homogenous user -- blurring the lines of actions and events to create an average response, crippling the marketer from ever maximizing opportunity. The foundation of CLV modeling uses a RFM framework. RFM stand [...]


Perfect Audience Launches Self-Service Retargeting Solutions For Facebook Dynamic Ads & Twitter

perfect-audience-icon Perfect Audience launched in 2012 to offer self-serve solutions that allow mid-tier marketers to manage their own retargeting campaigns. Within the past month, the company has launched new services for managing dynamic ad retargeting on Facebook and now for Twitter's new tailored audiences retargeting solution. Advertisers can set up and manage Facebook dynamic ad retargeting campaigns through the Perfect Audience platform by connecting their Google Merchant Accounts and importing products feeds. The solution launched with roughly 300,000 products and is now being used to promote more than [...]


New: Smart Lists With Google Analytics Automate Remarketing List Management

google-analytics-600 To help simplify the decision making process of creating remarketing lists, Google has introduced "Smart Lists with Google Analytics" which automate the process. Smart Lists rely on the anonymized conversion data gleaned from the millions of websites using Google Analytics that opt-in to share data with Google. The lists are built with machine learning using signals like visit duration, page depth, location, device, referrer, and browser to predict which visitors are most likely to convert upon returning to the site. Then based on those visitors' on-site actions, Analytics can calibrate rem [...]


Bizo Aims To Scale Anonymous Visitor Nurturing, Extends Marketing Automation To Display & Social Ads

bizo-logo Marketing automation continues to move beyond email drip campaigns. Today, B2B audience targeting firm Bizo launched a new version of its Multi-Channel Nurturing solution aimed at scaling outreach to anonymous website visitors who don't provide contact information or sign-in during their visit, which can be more than 95 percent of visitors according to a SiriusDecisions Benchmark study. The solution extends nurture campaign targeting to display and social advertising. The initial version of Multi-Channel Nurturing, introduced in October 2013, was only available to Bizo and Eloqua customers [...]


AdRoll Publishes New Book On Retargeting With Tips & Case Studies On What Works

Retargeting Playbook by AdRoll founders In their new book, The Retargeting Playbook, executives from retargeting firm AdRoll -- Adam Berke, president, Greg Fulton, head of product, and Lauren Vaccarello, VP of marketing -- aim to help marketers get more out of their retargeting campaigns and provide numerous case studies on successful ads and campaigns. The book is dedicated to "marketers whose ideas are bigger than their budgets". Marketing Land reached Greg Fulton, AdRoll's head of product, by email on his flight back from Australia where the company recently opened new offices. Retargeting is easy to get wrong. What are ke [...]


In Lead Gen, Sometimes Broader is Better

lead generation Today's marketers are laser-focused on targeting. It makes sense -- the idea of picking out who is most likely to buy your product is the ideal situation. In the all-you-can-eat data buffet, reaching our audience and only our audience is relatively easy, and it has become the definition of efficiency. Unfortunately, in lead generation, targeting that narrowly isn't always the best solution. Let's say, for example, that your target (like everyone else's) is the CMO. You set up filters to ensure you're reaching that most senior marketing executive and no one else. Decision makers only. Bud [...]


Google Integrates Dynamic Remarketing Campaigns With Google Analytics

Google-AdWords-Dynamic-Retargeting-Ads When Google enabled the ability to develop retargeting lists for AdWords in Google Analytics, advertisers gained a huge opportunity to refine audience targeting by using the wealth of dimensions and metrics available in Analytics. Now Google is bringing this integration to Dynamic Remarketing display campaigns. Launched in June of last year, Dynamic Remarketing campaigns in AdWords are powered by product feeds in Google Merchant Center. Product images are pulled from Merchant Center into ads dynamically based on what a user was browsing on an advertisers' web site. Ads are then served on th [...]


AdRoll Launches Mobile Retargeting Solution For Cross-Device Campaigns

AdRoll Logo Today, AdRoll announced a private beta launch of a new mobile retargeting offering that enables marketers to retarget users across devices. The mobile retargeting solution allows marketers to identify high-intent desktop users and target them across mobile devices to promote app installs and conversions on mobile optimized sites. AdRoll, currently the only ad tech that integrates with both Facebook and Twitter, enables advertisers to retarget desktop site visitors as they visit Facebook and Twitter on their smartphones and tablets. Marketers can also retarget mobile web visitors when they b [...]


5 Killer Marketing Strategies Your Competition Isn’t Using…Yet

marketing strategy Small business owners don't typically have the time or resources to design and execute cutting-edge marketing strategies; that's the way of the marketing world. Big corporations like Coke and Microsoft test out new ideas in big ways, and then smaller companies adopt the new strategies that proved worthwhile. Because of this "trickle down" marketing process, insights often come to small business owners after enough time has passed to analyze the results of the big firms' efforts. In this article, we'll discuss new marketing ideas that are proven, but still fresh -- fresh enough to put your b [...]


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