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P1WS Internet Marketing Blog

What is Display Retargeting?

Display retargeting can be a very powerful tool in your marketing arsenal. If you’ve never had the opportunity to take advantage of a retargeting campaign through Google Adwords, you might be missing out. Let’s take a look and see how display retargeting works, and how you can use it to your advantage.


How does Display Retargeting Work?

The concept of retargeting is fairly straightforward. You add a little bit of code to your site that makes a list of everyone that visits (specifically, Google’s JavaScript code sets a browser cookie). Once the code is implemented and active, your list begins to grow. As soon as you have the list, you can start an ad campaign to target the people that have been to your site. Because Google offers so many different ways to create and build lists, your options for retargeting are limited only to your imagination.

Display Retargeting Examples

When you create your lists, you might want to only display the ads to certain demographics, or people that have looked at specific pages. Say you sell flowers; you might want to retarget different ads based on age or gender. In fact, if you aren’t segmenting the lists, you’re missing out! List segmentation is a huge part of online marketing, especially for sites with shopping carts and merchant accounts. Ever notice how products from Amazon tend to follow you around? If you have a merchant account, you may already be dynamically generating ads based on your content and inventory. Through display remarketing, you are able to display those ads to people that were looking at the products, or put them in their cart.

Retargeting can also be used to build trust in your brand. We all know the power of a well-placed advertisement. Now you can use those placements to put things like testimonials, links to reviews of your products, and other things that will help reinforce your brand as a leader in the industry.

Regardless of what you’re selling, you can always find a use for retargeting! Need some help getting the most out of your lists? Let us know, we would love to help!

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