If that visitor from your search ad doesn’t convert, retargeting (also called remarketing) allows you to keep your message in front of them as they visit other sites across the web, minutes, hours or even weeks after they’ve done that initial search. Retargeting attempts to understand user intent, and provide additional or more useful information, typically via display ads that complement your terse text ad displayed in search results.
Retargeting can be an exceptionally effective way to guide a potential customer through their purchase consideration funnel. It can also be exceptionally annoying, bordering on creepy (not to mention a huge waste of money) if it’s not done properly. Remarketing: Overhyped & Overvalued, Or Undervalued And Underused? at SMX East examines retargeting capabilities like Google remarketing lists, FBX, and new interactive ad formats. We now have more tools at our disposal to lure site visitors deeper into the sales funnel, upsell current customers with site retargeting and to reach new audiences searching for similar products and services with search retargeting. And these campaigns are expected to deliver. In this session speakers will share tactics and strategies for executing winning retargeting campaigns, and will also discuss when enough is enough – when remarketing goes too far and actually costs more (in both wasted expenditures and alienating potential customers) than its worth.
On the same day, be sure to also check out Targeting Is The New Retargeting, a deep dive into a world of new possibilities for data-driven marketers.
Remarketing: Overhyped & Overvalued, Or Undervalued And Underused? is one of more than 60 sessions at SMX East, Sept. 30 – Oct 2, the three-day conference devoted to all aspects of search, online and social media marketing. Check out the agenda for SMX East and register now!
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Looking forward to seeing you in New York City!
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