Stalk them, sell them: Pros and cons of retargeting - Beckley, Bluefield & Lewisburg News, Weather, Sports

Stalk them, sell them: Pros and cons of retargeting

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Justin Seibert Justin Seibert
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    Wednesday, July 30 2014 10:13 PM EDT2014-07-31 02:13:55 GMT
    Car rolled multiple times on I-77 North in Raleigh County.Car rolled multiple times on I-77 North in Raleigh County.
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    In Raleigh County, a woman is miraculously not seriously injured, after her car rolls over on I-77 around 6:30 Wednesday night.An eyewitness tells us the woman was driving in the left lane on the northbound side. She suddenly veered off the road, over corrected,then slammed into the side of a tractor trailer. The car rolled multiple times before coming to a stop on it's roof.The witness says two small dogs ran out of the car. Moments later, the woman crawled out and ran after one of the dogs....
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    Emotions were high in Montcalm on Thursday following a shooting. Neighbors were not surprised to hear of the shooting in their area, because they say, violence is unfortunately all too common in their neighborhood.
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    As hundreds of coal miners protest in Pittsburgh over the hearing on E-P-A regulations, 59News talks to an Environmental group to get both sides of the controversy."Coal River Mountain Watch" is a non-profit organization organization, out of Whitesville, Raleigh County.The organizations mission is to stop the destruction of our communities and environment by mountain top removal mining, to improve the quality of life in our area and to help rebuild sustainable communities.Mike Roselle a membe...
    As hundreds of coal miners protest in Pittsburgh over the hearing on E-P-A regulations, 59News talks to an Environmental group to get both sides of the controversy."Coal River Mountain Watch" is a non-profit organization organization, out of Whitesville, Raleigh County.The organizations mission is to stop the destruction of our communities and environment by mountain top removal mining, to improve the quality of life in our area and to help rebuild sustainable communities.Mike Roselle a membe...
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    Wednesday, July 30 2014 6:00 AM EDT2014-07-30 10:00:22 GMT
    So, I’m strolling down Capitol Street in Charleston, taking in the joyous FestivALL celebration when I notice a pair of young boys smirking at my T-shirt.
    So, I’m strolling down Capitol Street in Charleston, taking in the joyous FestivALL celebration when I notice a pair of young boys smirking at my T-shirt.
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    Let’s play a word game. You will find the answers at the end, but if you cheat when playing Scrabble (as I do), you might cheat now. Of course, then, you would miss the fun of playing.
    Let’s play a word game. You will find the answers at the end, but if you cheat when playing Scrabble (as I do), you might cheat now. Of course, then, you would miss the fun of playing.
  • When not to resist the temptation of a ‘do not touch’ warning

    When not to resist the temptation of a ‘do not touch’ warning

    Monday, July 28 2014 6:00 AM EDT2014-07-28 10:00:27 GMT
    There is a button on my computer that the salesman told me never to push. It is there to “revert back to factory settings.”
    There is a button on my computer that the salesman told me never to push. It is there to “revert back to factory settings.”

Ever go shopping online, leave a site, then start seeing ads for that same site — and even that same shirt you were viewing — afterward?  

That concept is called retargeting, and it's the hottest trend in marketing today due to its effectiveness.

So what exactly is retargeting? It's serving up an online ad based on someone's past actions and can be done through many different ad networks, including Google AdWords, which carries no minimum spending commitment.

The most popular forms of retargeting include:

 

  • Site retargeting: Serving ads to people who have visited your site. Site retargeting doesn't drive new people to your site. Instead, it allows advertisers a second bite at the apple in order to get past visitors to complete an action. This tactic can be especially effective for e-commerce sites when used in conjunction with special offers.
  • Facebook retargeting: A version of site retargeting, Facebook retargeting allows you to reach people who visited your site while they are on Facebook. There's even a new ad unit that gets placed in the news feeds, allowing you expanded reach on mobile devices.  Also be aware that Twitter is planning a similar retargeting option, though it has not yet announced a launch date.
  • Search retargeting: Just like you can serve ads to people who have visited your site, you can also serve ads to people who have performed specific searches on Google, Yahoo! or Bing after those searches. Search retargeting can prove particularly effective on competitor keywords as it is undetectable by your competition.

 

Retargeting doesn't come without its pitfalls. One of the most common mistakes is serving ads to individuals too many times and for too long. If you aren't careful, you will come off as a cyber-stalker and alienate your visitors very quickly. And if you're exporting, you need to be careful with how you use retargeting strategies — if at all — in Europe due to its more restrictive regulations.

Even with those caveats, retargeting remains one of the most effective new forms of advertising today. Depending on the platform, you can pay only for clicks on your ads or the number of times your ad is viewed. Costs remain extremely low, and returns often are high. Plus, you get a host of controls to make sure you're reaching only the visitors who matter most.

If you're looking to extend your organization's reach while enhancing existing efforts, be sure to give retargeting a look (or two).  

 

Justin Seibert is the President of Direct Online Marketing, West Virginia's largest and oldest Internet marketing firm. Learn more at directom.com or 800-979-3177.