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Retargeting is frequently described as the ability to deliver ads to people that have previously visited your site. While true, that description does not adequately represent the full scope of retargeting’s capabilities. Retargeting is most effectively used to enable advertisers to proactively engage and communicate with their audience, while learning much more about their visitors’ interests and characteristics.
Every word on every website is indexed and catalogued by major search engines – this is how we get search results. As a result of this function, Keyword Targeting enables advertisers to choose keywords that best match the product or service they offer, and then have the ad delivered onto the web pages which contain those words or phrases.
A custom list of dozens of relevant keywords is created for every campaign. These keywords can be provided by you, or a list can be generated based on the goals of the campaign and the product or service offered. The keyword list is loaded into the ad server. The ad will then appear on site pages which contain the keywords selected. Notice that the ads do not appear on search result pages (as with Google Adwords), but on site content pages.
Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns through information collected on an individual’s web-browsing behavior to select which advertisements to display to that user.
When a user visits a website, a cookie is placed onto his browser. The cookie contains details about the visit, which helps flag the user as a part of a specific interest group. Using behavioral targeting allows advertisers to target an audience who has demonstrated interest in and relevance to their product or service.
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