Retargeting is one of the fastest growing forms of paid advertising on the Internet.
For example, if you sell shoes online, you can tag everyone that visited your website, as well as everyone that has purchased shoes. You can then choose to only show ads to people who have visited your site in the last 7-days and who haven’t yet made a purchase.
As an advertiser, this one of the most targeted forms of advertising. You know that all of these people are in-market for shoes. Because these ads are hyper targeted, advertisers often bid two or three times more per click to serve ads to these people than they would via contextual ads.
So How Do You Make Money with Retargeting as a Blogger?
If you are running ad network placements on your blog, chances are, your site is already filled with retargeting ads. In almost all cases, this is a good thing. Ad networks are experts at optimizing your effective CPMs. If a retargeting ad is generating higher clickthrough rates than contextually targeted ads, then the ad network will automatically show more retargeting ads. This will bring up your effective CPM.
If you want to boost your revenue from retargeting, make sure to include both text and image ads are enabled on your site. Most retargeting advertisers will run both text and image ads, so you want to be prepared to be able to show more retargeting ads in the event that these types of ads generate the highest clickthrough rates.
Secondly, consider attracting more US traffic. Retargeting is particularly popular in the US, and many advertisers in the US are trying to increase their retargeting spend, and the only way to do this is to bid more per click, which increases the retargeting ad revenue per click even higher.
Other Ways to Use Retargeting
There are all kinds of nifty tricks you can use to build blog awareness while paying next to nothing.
For starters, with retargeting on AdWords, you only pay per click, so even if you’re paying for one or two clicks per day, you can still generate thousands of free banner impressions in the process.
While building blog awareness, consider highlighting your Twitter account, Facebook fan page, or newsletter. Often, people won’t click on your ad, but instead, navigate directly to your presence on another site.
You can also do cool stuff like promote your advertising opportunities only to people who have visited your advertising information page. Similarly, you can promote eBooks or other paid product to your past visitors.
When retargeting your own traffic, clickthrough rates tend to be abnormally high, keeping your cost per click down, making these campaigns highly likely to generate a positive ROI.
About the Author: Alex Holmes is the co-author of The Hidden Audience, a practical guide to retargeting. He also runs a retargeting ad network called Y Audience.Label: How, increase, newbie, Retargeting, Revenue