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BizReport : Advertising : March 26, 2010


Google AdWords finally gets retargeting capability

While Yahoo, ValueClick and other ad networks have offered ad retargeting for some time, Google has only just released it to their AdWords customers after twelve months in beta.

by Helen Leggatt

Last March, Google released its retargeting tools to a few hundred select advertisers and, by all accounts the feedback was positive, hence the recent launch.

Retargeting, or remarketing as Google calls it, allows advertisers to reach users that have previously visited or shopped at their website or engaged with an ad campaign. It gives them the ability to track website visitors as they're off browsing the Internet via a Google cookie and then retarget those users with messages to compel them to return to re-engage.

AdWords' help center gives a good run-down on how remarketing works. "A remarketing tag (small piece of code) is embedded on your homepage, for example. This code tells AdWords to save visitors to your "Homepage List." As people visit your homepage, their cookie is added to the remarketing list. Then, you can create an AdWords campaign that targets messages only to people who are on this list as these people browse the Web. Your remarketing messages won't be shown to people who aren't on the "Homepage List".

It's important to note that the remarketing tag can be embedded on any webpage within a website, not just the homepage, enabling the development of more detailed audiences.

"We are really enabling success for these marketers," said Brad Bender, director of product management for the Google Content Network. "This runs the gamut. It works for brand marketers and direct-response marketers."

Tags: ad networks, ad retargeting, display advertising, online advertising










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  • One cool feature about this that seems to have been overlooked is the ability to see where visitors to your site go once they leave your site. Instead of guessing on the best placements for your display ads or the kind of demographic that visits your site, you can now see exactly which sites visitors to your site go in your AdWords interface and then target them more effectively.

  • I think its vastly interesting the series of announcements that Google is making signaling they are getting serious about display:

    Retargetting

    Conversion funnels which include assists from impressions only

    Google analytics opt-out

    I think we're going to see some very big moves from Google in display this year.

    Niel (@nielr1)

  • Apologies for the spam. Obvioulsy had a problem here and your site kept timing out so thought it was not putting my comment up.

  • At last I hear a few people say.. The fact that Google have only just got re targeting capabilities is nothing against the stats that say over 50% of marketing folk don't use re targeting strategies.

    Wrote a piece on it here for everyone to read.

    http://pglewis.co.uk/random...

  • At last I hear a few people say.. The fact that Google have only just got re targeting capabilities is nothing against the stats that say over 50% of marketing folk don't use re targeting strategies.

    Wrote a piece on it here for everyone to read.

    http://pglewis.co.uk/random...



http://www.bizreport.com/2010/03/google_adwords_finally_gets_retargeting_capability.html

 

 

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