With retargeting you can reach people who have already interacted with your business. This means that they are more likely to complete valuable actions on your website. Because of this, when targeting this audience, you have a much greater chance of turning them into customers, clients, donors or volunteers.

GDN Display Retargeting is delivered through Google AdSense. This means you can access a huge inventory of websites and mobile apps. Also, Facebook Web Custom Audiences allows you to appear on the Facebook app and website. As a result, you have lots of opportunities to maintain your brand visibility to your past visitors as they browse other websites and apps.

It is difficult to build a brand solely through organic search listings or small text ads as they have a limited amount of character space and do not allow you to use logos and other visual elements. However, retargeting ads enable you to display all those elements that are essential for brand building. Also, with retargeting, you’re able to present your brand to users while they are browsing other parts of the web. Doing this helps you raise more awareness through being more visible to your target audience.

Another benefit of retargeting is that it enables you to create retargeting lists for specific behaviours identified on site. Your visitors exhibit different preferences, so some are interested in particular products or ranges of products. Some have put products in their basket and not completed the purchase. Some visitors spend a longer time on individual pages than others. By creating focused retargeting lists, we can deliver tailored messages to these consumers, increasing ad relevancy and increasing the chances of them converting.

With retargeting you can personalise ads to suit the needs and preferences of specific customers by segmenting your lists based on behaviours.

For example; say you are a tour operator selling sun and ski holidays, there would be no point in showing action on the slopes to someone who has just been researching a relaxing beach holiday, so we use these lists to deliver the right ads to the right people.

We can set up dynamic ads which adapt content for each visitor based on the product pages they had viewed on your site.

Retargeting across GDN and display often comes at a lower click cost. In fact, users click on display ads at a much lower rate, while the impressions have a much higher impact. So, you get lots of exposure for your brand, often delivering millions of impressions with a relatively low click cost.

Retargeting lists for search ads allows us to apply different bids for past visitors. If a previous site visitor is searching again on Google, why not increase the bid to get a higher ad position? As they have previously visited the chances are they are more valuable to you than those not on that list, so a higher bid will help you gain a more prominent ad position increasing your chances of getting those valuable users back to your site making your PPC campaigns more efficient.