Search Marketing Sage

It is time for my 2^nd session, and 2^nd breakfast, at the final day of SMX East 2011. The presentation is titled Remarketing & Retargeting: The New Behavioral Ads (#SMX #32D). Speakers Dax Hamman, William Leake, Bibi Mukherjee, and Alan Osetek will be covering the importance of remarketing and retargeting, as well as the best practices involved.

It’s my last session at the 2011 SES New York, and I’m very excited to leave on a high note with the “Is Retargeting/Remarketing Right for You?” session.  After writing a blog post on Remarketing 101 a few weeks ago, I’m extremely interested to learn more about the potentials for Remarketing from speakers:

• Dax Hamman, Chief Revenue Officer, Chango
• David Szetela, CEO, Clix Marketing
• James Colborn, Director, Microsoft Advertising

In it’s most basic form, remarketing is a way for marketers to target their ads to users who have already visited their website.  The most exciting aspect is the ability to target users on the content network who have visited your site but did not convert.

There has been a lot of buzz lately about remarketing (also called retargeting), and especially about using remarketing on the GoogleDisplay Network.  But what exactly is remarketing, and how does it work?  I set out to learn more on the subject and how to use it effectively.

What is Remarketing?

On Google’s website, they define remarketing as a strategy that “allows you to show ads to users who’ve previously visited your website as they browse the Web.”  Basically, you can target users who you know have already seen your website when they’re browsing the Display Network.  Sounds great right?