This month, we thought we’d share our approach to paid digital media, and more specifically, an overview of our retargeting services. The beauty of paid digital media versus traditional media is that you can accomplish a highly successful campaign at a much lower cost, while measuring results more precisely. Read on for an overview of our strategy, and some case studies to illustrate its impact.
Within the world of paid digital media, Good & Gold focuses on the following:
Each of these tactics requires a unique approach, but all share a common theme: set achievable goals, research your industry set, study your analytics, and adjust according to your results.
Retargeting ads are a form of digital advertising served in order to encourage users who meet a set of criteria (as designated by the advertiser) to return to a website. Generally, retargeting lists are based around web users who have visited a site but not converted, current customers who have not purchased in a certain amount of time, customers or leads in an e-mail database, or people who have viewed particular products.
There are two basic types of retargeting:
Our mission is to build timely, relevant, and tailored retargeting campaigns focused on the behavior, buying habits, and interests of website visitors. We know that it’s crucial to conduct diligent research and create clear goals before crafting a retargeting campaign, because industry benchmarks vary widely.
With retargeting campaigns, Good & Gold’s primary goal is to boost sales at a low Cost Per Acquisition (advertising dollars required for each sale) for our clients. In order to achieve the lowest Cost Per Acquisition possible, we carefully consider the following metrics:
Here are a few recent case studies from Good & Gold clients that illustrate the impacts of successful, integrated campaigns that include retargeting as well as search, display, and other channels: