5 Display Retargeting Tips for Marketers

Posted by Merchenta on September 15, 2012

It’s a busy time in the run-up to Christmas. But can you afford to ignore these 5 tips for marketers?

Pay for performance, not clicks – clicks don’t always result in sales so it’s worth focussing on results by paying on a cost per sale (CPA) for each sale delivered.

 Dynamically personalised ads perform better – in recent tests we found that ads which are personalised dynamically in real-time to the behaviour of the individual consumer deliver more sales – up to 5 times more on average in Q2 2012. The technology to do this is complex and sophisticated, so specialist help is key.

Good quality ads drive good quality sales – don’t rely upon a single set of static banners to drive sales. Invest in personalised, behavioural ad campaigns that will run multiple marketing strategies, ad styles and calls to actions and optimise towards the best performing ads  automatically.

Know where your ads are running – most retargeting vendors won’t tell you where your ads are being displayed. It’s important to know where your brand is appearing – are you advertising on a recognised website (eg Daily Telegraph/Guardian) or on a poorly designed “humour” blog or “adult” website run from someone’s back room.

Reach is important – just how many of your site visitors can you reach with your ads? And can you reach them in known, brand-safe online locations?


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With Merchenta’s split test feature we were able to conduct a test and track the results to show the value of our retargeting campaigns. Results were very positive and better than expected.