Steak

By Duncan Parry, Search Engine Watch, June 4, 2010

In part one, we talked about factors that should drive the adoption of retargeting (also referred to by Google as “remarketing”). Now we’ll examine the limitations of Google’s offering, other tools, and some thoughts on how marketers can embrace retargeting.

Digital Getting Wiser

The growing maturity of the digital industry, and the level of knowledge within agencies and marketing departments, is an important factor here, too.

Most marketing departments have an awareness, if not in-depth knowledge, of search and display. Increasingly, campaigns are analyzed across channels as tools like MediaPlex, tag carriers, and a number of independents provide the ability to analyze the consumers full journey path during a cookie period — from first impression, to first search, to last search, and the traditional last click.

Once marketers know consumers visiting Site A are likely to search and buy their products and have planned their display and search campaigns to leverage this trend, the next obvious step is to look at where drop-offs are occurring — which consumers are searching, but then not buying — and what sites can they be reached on with retargeting?

Third-Party Tools

Google’s offering enables this sort of tactic, but only for sites with AdSense ad units on them. Using a third-party tool like MediaPlex or DoubleClick Boomerang as well, brands can run this sort of activity web-wide. Not just retargeting to “lost” prospects who didn’t convert, but targeting existing customers with cross sells.

Once you’ve dropped a cookie that tells you things about the visitor/customer, your only constraints are your budget and ideas. No doubt, other tools providers are scrambling to introduce this functionality if they don’t already have it.

Display’s New Best Friend?

Google’s announcement also included one other piece of important information: it’s not just for search. Once you’ve added a piece of code to pages on your website, you can retarget consumers who visit the site through any source:

• Sending a customer CRM e-mail out? Retarget customers who click but don’t buy with a display ad.
• Have a members-only area? Retarget recent log-ins with a new product.
• Receiving a lot of direct traffic as a result of a new TV campaign? Don’t let your competitors suck up sales from the interest you’ve generated — run a display campaign featuring the TV ad tailored to people who have visited the site but dropped out mid-shopping cart, with your order line phone number in the advertisement.

All of these options could make retargeting display advertising’s new best friend, a shot in the arm that could cause brands to fundamentally re-examine the interaction of search and display, and to remember a basic fact when planning: consumers don’t operate in silos, and neither should we as marketers.

By Duncan Parry, Search Engine Watch, May 7, 2010

Alongside all of the coverage of the iPad, Apple and Google’s growing war, and iPhones being left on bar stools, Google’s launch in March of a retargeting capability from search into the content network felt comparatively ignored.This is one of the important trends for search and display marketers of 2010. Many may not be using retargeting now (sorry, remarketing as Google calls it), but we’ll look back on 2010 as the year this became a mainstream tactic. This should be the year most paid search and ad serving tool providers rushed to support retargeting, if they didn’t offer it already.

Why? Three reasons: the recession, Google and the growing maturity of digital.

Tear Down the Digital Wall!

We all know display budgets have suffered from recessionary pressure over the last few years as brands cut budgets, looked for efficiencies, and in many cases stopped any activity that didn’t generate a return in terms of direct acquisition.

Retargeting helps close the loop between search and display and knocks down some of the walls that have developed in the industry. Consumers don’t perceive display and search silos – they go about their business on the Web, reading content, using Facebook, seeing ads, and then search when they’re ready to start their journey to a purchase. They don’t care about how we structure agency teams or brands allocate their budgets across channels or attribute sales.

Retargeting allows display and search budgets to work in a more complementary manner; not passively when post-campaign analysis is carried out and trends are spotted, but actively, with conscious decisions taken to retarget consumers based on search clicks during their research phase.

A Boost for the Google Content Network – and Paid Search Generics

Google entering this space is an obvious move for the company. Their revenues from the content network will increase if this works, and many advertisers have, despite Google’s insistence to the opposite, found that the content network just doesn’t work for them.

This could bring them back into the content fold. Once Google backs a marketing technique, agencies and many brands start questioning if it’s something they should make a pillar of their strategy (to the frustration and relief of display and search people who have been shouting into the dark that this was the way to integrate disciplines for years).

Potentially, retargeting will also further underline the need to invest in generics term in paid search or as part of a natural search strategy. While often expensive and competitive, these terms many receive a boost as brands deliberately re-engage consumers “lost” after visiting a site via a generic term.

If a retargeted ad causes them to revisit the site and buy, when previously they may have not done so, future investment in a generic term can been justified and the cash involved made to work harder. This approach drives increased volumes and becomes a positive feedback loop feeding into the bottom line if managed efficiently.

Next time, we’ll look at how digital is getting wiser, some third-party tools, and display’s new best friend.