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What is PPC Retargeting?

What is PPC Retargeting?

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Posted on 10-31-2012

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A PPC retargeting campaign markets to online users based on their search and browsing history. Have you ever noticed that you start seeing online ads for a company after you have visited their website? This is likely the product of a retargeting campaign by that company. With these types of ad campaigns, companies are able to market to online users once the user has visited their website.

For example, say you search for “car insurance” on Google, Yahoo or Bing. From the search results, you click on the website for XYZ Car Insurance. Later on, while you continue surfing the Internet, you start to see PPC ads for XYZ Car Insurance. This is a retargeting campaign by XYZ Car Insurance.



Search retargeting is a high-tech tool that allows you to target visitors to your website with text, image or video ads as they continue surfing the web. How is this different from regular display ads? Retargeting allows you to focus your marketing campaign on users who have already visited your website and met certain thresholds pre-determined by you.
How does all of this get tracked? Here is how tracking for retargeting works:

Retargeting_Display_Search_Dental002.jpg

To begin, you will place a retargeting pixel (script) in the <Head> section of your site or on a particular page if you are running a closely targeted campaign. When the visitor lands on those pages, a cookie is placed in their browser to follow their future searches. The visitor is added to your “audience” list within Google Analytics. You can categorize visitors into groups or by their navigational behavior. Then these users are shown your ads as they view other websites in the display networks you are utilizing.

This concept of remarketing to a selected group of people is popular in both online and offline mediums. For example, you have likely received a piece of snail mail that is a “Coupon for a Car Oil Change.” While you may not respond by using the coupon the first time you receive it, the continual marketing mailers plant a seed in your mind. When your car is due for an oil change, you will likely remember the Oil Change Provider that has been sending you mailers. By targeting consumers who have already expressed interest in a particular product or service (even if they didn’t convert), you are prequalifying them as a potential customer.

Once a visitor converts via a retargeting ad, they can be taken out of your “audience.” You also have the ability to select multiple versions of retargeting if you would like to market differently to users once they have converted. Doing so reduces spam and ad fatigue of users. Even if you are not ready to start retargeting campaigns, it is a good idea to start building up your “audience” so you can track what people are searching to get to your website.

If running your own retargeting campaign seems overwhelming, call DentalMatrix today at 1-800-IMATRIX.



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