7 Best Practices for Cross-Channel Retargeting Success

Maria Breaux
October 10, 2014

Did you know that 1-in-4 advertisers have reported that they are concerned with the lack of transparency in retargeting? Or that 43% find attributing the performance of retargeting ads a major challenge?

These are just a few of the interesting findings that came out of a study we recently conducted of 233 enterprise marketers to learn more about current advertiser retargeting practices.

Using the data we gathered in our survey process about how prevalent retargeting is in the marketing mix and what concerns and challenges marketers are currently facing, we were able to develop some helpful key takeaways for fellow marketers to reference in future opportunities for retargeting.

Here are 3 out of the top 7 takeaways we shared in our report detailing the results of this study that you should keep in mind:

Takeaway #1: If you’re not retargeting yet… get started soon

Although we knew retargeting was a popular tactic, we were surprised by how commonplace it’s already become. Based on our survey results, 88% of enterprise marketers are already using retargeting to re-engage users when they haven’t converted or purchased on their initial visits. Of those that don’t currently retarget, poor past performance, poor fit with marketing goals, lack of budget, and privacy/regulatory constraints were listed as the main reasons for keeping it out of their marketing mix. However, over half of this group reported that they had plans to start retargeting within the following 12 months.

Takeaway #2: Google is the major catalyst for driving cross-channel retargeting

The most popular channel for retargeting was display, while search, somewhat surprisingly, ranked a close second. The popularity of retargeting on search and display aligns with Google’s AdWords retargeting offering through GDN and RLSA. 89% of marketers who were retargeting reported using a combination of Google’s retargeting tools, search retargeting through RLSA, and display retargeting through GDN.

Takeaway #3: Marketers are redefining what search retargeting is

Although marketers reported doing retargeting on display more so than any other channel, a higher percentage reported doing “search retargeting” than any other type of retargeting. This made us pause and ask, “What does search marketing mean to marketers?”

In the past, search retargeting has often been referred to as a prospecting tool, wherein an advertiser could retarget users based on a search query, even if the user hadn’t visited the advertiser’s website. However, with Google, Bing, and other major search engines moving to secure search, the opportunities to retarget search queries have dwindled. Additionally, the mechanics of Google RLSA, which requires a user to first visit an advertiser’s website to be added to a retargeting list, has likely changed how marketers think of “search retargeting.”

To download a copy of the report in its entirety, and read through the rest of these valuable best practices, please visit: http://bit.ly/1s4GceZ

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