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 [...]


Premarketing: The Evolution Of Targeting

cocacola Nothing has evolved more in online marketing than the way we identify and target users. Just a few years ago, segmentation of publishers into categories or channels was still cutting edge. The "cast-a-wide net and pare down" mantra of the display networks thankfully progressed into one of the first truly effective forms of targeting -- contextual relevance -- where ad servers began to recognize text on a page and serve "relevant" ads to the user. But it took remarketing for display to become relevant for direct response advertising. Unlike its predecessors, remarketing doesn't take much wor [...]


Marketers: The Busier Things Are, The Less You Should Be Testing

Adobe Real Time Analytics Dashboard Any experienced A/B or multivariate tester has probably encountered a situation similar to the following: You are put in charge of testing a new design on the company website. You set up the test with your testing platform, making sure that visitors are randomly assigned to the old and new experiences. A few days later, you check back on the results and are thrilled to see that the new experience is a clear winner, with statistically significant improvement over the old. You excitedly report the results to your boss, and the web team rolls out the new design the next day. But then, thin [...]


FBX Advertisers Spent More, Saw Conversion Costs Drop 18 Percent YoY This Holiday Season

fbx Facebook's ad retargeting platform Facebook Exchange continued to attract larger budgets from advertisers over the holiday shopping season.  According to new data from Facebook Exchange DSP, Triggit, advertisers spent 127 percent more on spend on Facebook Exchange (FBX) ads in November and December 2013 than the same period in 2012. Though average CPMs shot up 42 percent year-over-year, advertisers benefited from 58 percent higher click-through rates (CTR) and 18 percent lower cost per conversion compared to the 2012 holiday period. The retail vertical spent 64 percent more on FBX adver [...]


Google Analytics Updates Remarketing UI & Builds Out List Import Options

google-analytics-icon-250px Catching up with its segmentation updates from last year, Google Analytics announced today a refresh to its Remarketing UI and new Remarketing list import options. Along with the new UI, users can create Remarketing lists based on origin, demographics and behavior. The Remarketing list builder now allows users to import existing segments, including custom segments previously created or segments imported from the solutions gallery. According to the announcement, the new features will be rolling out over the next two weeks. For anyone wanting to take advantage of the new updates [...]


Merging Massive Data Sets

data-analytics-200px You have a hot date lined up and your eyes are set on the perfect little black dress (LBD) to buy from a local store. Just one small caveat -- it's a bit pricey and not really in your budget. Now, you have a few options: beg your mom to chip in, bite the bullet and live off of bread until your next paycheck, try finding the dress discounted online, or hope that the dress goes on sale before your date. For these options, there are a number of relevant pieces of data: the store's current price for the dress, the availability and current price of the dress online, the expected date of an upcom [...]


Creating Fatigue-Proof Retargeting Ads

ads Web surfers aren't going to engage with the same dreary creative displayed over and over again. This makes it key to vary your message, pursue a theme, or even tell a story with multiple creative units, especially if impression frequency per user is more than a couple times a day. As there are many elements to consider, it will likely take a few attempts and/or iterations before finding winning ads. In this article, I'll provide several pointers on how to create fatigue-proof ad creative. 1. Use Relevant Keywords And/Or Relevant Themes This point seems obvious but is often overlooked. Con [...]


Programmatic Dominates Our Top 10 Display Advertising Columns For 2013

ml_disp_adv What was on the minds of Display Advertisers in 2013? RTB? DSPs? DMPs? Indeed, it was all of these acronyms, which you can clearly see from looking at our list of top 10 columns for the year. (By the way, those stand for real-time bidding, demand-side platforms and data management platforms -- all aspects of the increasingly popular programmatic media buying landscape.) Our generous contributor Ratko Vidakovic hit it out of the park with a guide to moving beyond AdWords to Demand-Side Platforms, and with so many other columns covering this emerging area of the display ad landscape. Thanks [...]


How Ad Retargeting Ruined Christmas

sad-dogs-christmas-featured Forget the Grinch that stole Christmas. This year, maybe it's ad retargeting that's stealing Christmas, at least the surprise of what people are going to receive. Certainly in my household, a new war on the Christmas surprise has been declared. Advertisers taking advantage of "retargeting" -- a way to follow visitors around with ads -- are making life difficult for our number one gift giver, my wife. "Everything I'm buying for Christmas, it's showing up in ads," she complained to me this week. That's a problem because our kids are often using her computer. You don't want them seeing what [...]


Survey: 3 Out Of 4 Consumers Now Notice Retargeted Ads

retargeting-spying-binoculars-featured The curtain has been lifted. Consumers are overwhelmingly aware they are being tracked and advertised to by retailers whose sites they've visited. A new survey from Marketing Land and SurveyMonkey finds this and other interesting insights on how consumers view site retargeting. As behavioral targeting comes of age with ever more ways to target consumers based on actions they've taken online, it's not surprising more consumers are becoming savvy about being retargeted on Facebook and the web at large. The level of awareness may surprise you, though. The survey, which focused on site r [...]


5 Ways To Evaluate The Quality Of Audience Data

target-audience-featured The fundamental evolution in display advertising, ushered in by real-time bidding (RTB) technology, is the concept of buying audiences as opposed to just inventory. We used to buy "audiences" by guessing about the characteristics of the visitors to a particular site or type of site. Now, one can pick and choose individuals by their characteristics regardless of where they happen to be on the web. Buying audiences requires that your ad platform have access to targeting data while making split-second decisions about which impressions to buy. Armed with audience data, you can target ad viewers [...]


Twitter Launches Ad Retargeting: “Tailored Audiences” Bring Retargeting To Mobile

twitter-retargeting-arrows-featured Today Twitter announced the global roll-out of Tailored Audiences, the targeting capability the company began testing in beta in July. Tailored Audiences gives Twitter a retargeting product and more. As with Facebook, advertisers can use first party data to retarget their own site visitors, or tap into third party data to reach new custom audiences. Twitter is launching Tailored Audiences with ten vendor partners: Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1]. Advertisers must work with one of those vendors to buy on the exchange. Beta tester [...]


Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

facebook-exchange-featured Cyber Monday's performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook's retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set. In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday. Click-t [...]


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