How Does Retargeting Work?
Retargeting is the target-oriented delivery of personalized online advertisement which is tailored to the user’s interests. The interests are defined through his browsing behavior in the internet.
If a prospective buyer visits a shop website, an anonymous cookie is placed on his computer. It provides information about which products the user has viewed and whether a sale took place. When the user leaves the site, personalized ads will be displayed during his further online search. The banners show the products that the user has seen before or that would also suit his interests. Ideally, the prospective returns back to the original page via one of the retargeting banners and buys.
Analyzing Retargeting Within the Conversion Path
Via the API interface the key performance indicators data of Criteo, such as clicks, conversions, CPO, revenue and ROI, are transferred into the intelliAd system. The advantage is that you can compare your retargeting activities at a glance with the other channels phone, PPC, SEO, direct traffic, price comparison engines, social media, display, newsletter and affiliate marketing within the Multichannel Tracking. This 360-degree view makes it possible to identify and analyze synergies between the different areas. According to the performance of each channel within the conversion path, you can distribute your online marketing budget effectively.
CPC Regulations and Other Campaign Management Functions for Retargeting Campaigns
In your intelliAd account you can use campaign management functions to manage and optimize your retargeting ads. Thus, the click prices (CPC) of each product category can be changed and the data is transmitted in real time to Criteo. You no longer need to log into various systems, but can manage all online campaigns in one interface.
Google Remarketing at intelliAd
Google AdWords offers a form of retargeting on the basis of so-called remarketing lists. These allow advertisers to align their AdWords ads on specific target groups in Google's display network. With the Google AdWords API intelliAd automatically imports your existing remarketing campaigns into your intelliAd account. Analogous to the CPC management for keywords and placements the intelliAd Bid Management optimizes the click prices for each remarketing list according to your individual goals. Cross-channel depth analysis allow to directly compare remarketing to other online campaigns and marketing channels.
In cooperation with the Technical University of Munich, intelliAd conducted an extensive survey on retargeting. Here you can read the results.
