Behavioral retargeting can be an advertiser's dream, offering the ability to reconnect with your audience wherever they are on the web and drive them back to your website. While many advertisers are seeing fruitful results with basic retargeting campaigns, there's much more opportunity to grow and optimize retargeting to maximize results. Many of these tips can be applied across networks, but my tips today will focus on the Google AdWords remarketing product. Using more advanced techniques in setup, list management, and optimization can help to take your retargeting efforts to new levels.
Campaign setup is especially important as it supports the strategic vision and can control performance. Several considerations should be taken into account when setting up your retargeting campaigns.
List Strategies and Management
Simple lists work well at first, but as your pay-per-click program grows, so too will your retargeting strategies. You'll begin to want to expand what works well and venture into new areas to test. Consider using the tips that follow.
It may surprise you how many ways your retargeting can be optimized to improve performance. The principles are similar to a typical pay-per-click campaign, but differ in that our audience is pre-qualified.
Each client and account will be different and present unique challenges. As you begin to take on more advanced tactics, step back to review your strategies and setup. You'll quickly get a feel for the best way to design and develop your audience lists and checkpoints for your optimizations.
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Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search. Follow her on Twitter @LisaRocksSEM.
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