Site retargeting has been around for some time. What many marketers miss is how crucial it is to go into your planning phase prepared with key data, and the importance of optimizing using measurements way beyond just engagement and click-throughs from your ads.
In this post, we start with a basic overview, ‘What is Site Retargeting?’. We then cover “table stakes” – the must-dos for planning & launching any site retargeting program. We wrap up by covering what smarter B2B marketers are doing today to make the most of their active site retargeting campaigns – finding new accounts, contacts and leads through site retargeting, driving higher engagement with personalization rules, and accelerating their pipeline as a result.
1. What is Site Retargeting?
Site retargeting is a display marketing strategy that allows you to re-engage the 95% of site visitors who leave your site without filling out a form through display, to convert more visitors who have already expressed interest in your brand. With this strategy, visitors to your website are tagged with a retargeting cookie when they visit your site. They are then served your ads throughout the web as they browse the internet, leading to increased, cost-effective top-of-funnel lead conversions.
As a B2B marketer, you have seen demand generation go from art to (more of) science at your company over the past few years. You have had to learn new terms and concepts, from standard marketing automation to advanced lead scoring tactics, from Marketing Qualified Leads (MQLs) to Sales Accepted Leads (SALs).
You have been helped along this journey towards more marketing technology (or Martech) by your platform providers, industry analysts, and a whole new category of marketing services and consulting firms. And now with the rise of AdTech, many of you realize that you need to start connecting your outbound marketing programs into your Martech stack, which requires a whole new lexicon.
Feeling a little bit overwhelmed by the range of new marketing program and platform options that are available to you? Just keep our Martech meets AdTech Glossary handy. We promise you that you will feel much more prepared, as you walk into your next team meeting!
Key Players in the Ad Tech Ecosystem
Advertiser – A party that buys display ads through a real-time-bidding (RTB) platform, or an ad network (such as Google Display Network).
“I am seeing a spike in site traffic….and I have no idea where these visitors are coming from…”
Have you seen this happen at your company? You see fresh site traffic on your weekly website analytics reports, but you are unsure which marketing program is causing a spike in activity. You then find out that you have several retargeting and display programs actively running. Does this increase in traffic have anything to do with the programs you’re running?
It turns out that–more often than not–the answer is YES. What you are seeing are view-throughs. Many marketers underestimate or fail to attribute value to view-throughs. Let us get into view-throughs a bit more here – and hopefully by the end of this post we will convince you that view-throughs are well worth tracking for all of your display programs…
What are view-throughs anyway?
As a marketer, you may have heard of view-throughs at least in passing at conferences, presentations, or peer gatherings. Here is a quick summary of what view-throughs are: Continue reading
Take a look at the latest upcoming news and events from Kwanzoo in April 2015:
[Webinar] Email Retargeting 101: Nurture Beyond Your Inbox
Increase nurture touches from 2x per month via email to 30x per month via email retargeted display ads. Re-engage inactive and unsubscribed users on your email lists,and reach new prospects sourced through 3rd party email lists. Continue reading
So you’re running display and retargeting campaigns. You have your budgets set, your creatives planned, and your offers ready. You’re good to go, right?
Not necessarily. Setting up your campaign is all well and good, but running a successful retargeting or display campaign requires, first and foremost, good analytics.
Here at Kwanzoo, we’ve built one of the most extensive analytics interfaces in the industry. Here are a few key metrics that we consider essential for campaign success.
Budgeting & Spend Metrics