Retargeting (remarketing) refers to the process during which the user visits the content, leaves to another site, and is brought back to the original website. Retargeting allows marketers to target potential clients who they can miss once they move through the original website (clicking banners, visiting links, performing searches, etc). Google uses remarketing to tag pages that fall into certain categories that a business wants to promote and then redirect the users to the original websites if they are in the same category. This can happen using the AdWords campaign to show relevant messages – ads with special offers, discounts, etc. Remarketing is a presentation of the content across similar websites. And if the brand or a company manages to hit the top in the lists among the similar items, then the ROI can be significantly improved. Combined with other marketing methods such as interest categories, demographics, and keywords, – retargeting is a powerful marketing tool.
Dynamic Display Ads are ads that are created for specific audiences. This allows to keep ad content relevant and fresh, helps contextualize the ads, achieve creative efficiency gains, report and optimize advertising performance. Contextualizing ads means producing ads relevant to the content of the page or users who visit it such as showing information in user’s currency and in different languages. Dynamic Remarketing Ads let marketers to customize ads based on past interactions with the customer, where information is obtained from the items a user has viewed or based on the content of the abandoned shopping cart. Measuring performance of the ads based on their content, layout, and style allows marketers to select which format works best.
“Above the fold” advertising determines if Google Display network campaign shows on user’s screen. This allows to display the ads while the page loads and where the ad will show on screen. Display ads can help raise awareness about the product or a service during a brand campaign.
References: Google. (2013). “Dynamic Display Ads”. Retrieved from http://www.google.com/ads/innovations/dynamicdisplayads.html
Google (2013). “Retargeting”. Retrieved from http://www.google.com/ads/innovations/remarketing.html
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