I knew half of his advertising was wasted, just didn’t know which half.
~ John Wanamaker
Online marketing is all about creative imagination, theory, experiments, gaining experience, consistent learning and breaking the outdated thinking. One of the most effective tool for getting maximum conversions is to follow the visitor which is known in web marketing terms as remarketing or retargeting.
Let’s see what is retargeting and how it works?
This video explains the basics with an example from travel industry
Depending on the brand, product, promotion and demand conversion from a first time visitor varies, still more than 90% of the new visits do not convert is natural.
This display magical tool somehow creates concern for those who are more focussed on getting ‘new’ visitors as traditional remarketing is for those who are already visited atleast once.
Dynamic Remarketing innovation and Dynamic Search Ads
Here is how to start with Google’s latest tool – Dynamic Remarketing
Getting started with Google’s Dynamic Search Ads,
Remarketing Segmentation and Custom Targeting
Using latest developments in Google Analytics and Tag manager (with auto tagging features), segmentation is much easier that it used to be.
Google PLA (Product Listing Ads)
Those who have recently noticed camparison pricing ads (mostly 8) based on user’s purchase interest, these are called PLA or Product Listing Ads.
They follow the bidding model with product feeds from Google Merchant Center justifies the custom product display, off course with the bidding auctions.
Here is a Google PLA learning video which can help in starting and optimization.
How Ad Networks Work?
To know about Ad networks, we need to know first about what is RTB (Real Time Bidding).
In short, RTB is an advanced solution to traditional display spot buying system for getting maximum out of each property.
Here is a video which explains more about RTB and Ad networks.