Thursday 6 December 2012

Search Engine Marketing Blog

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“Traditional” remarketing uses scripts. These scripts are usually generated in Google AdWords and placed on the pages that need to be tagged. Placing remarketing tags costs time and often has to be done by a web builder.
More advanced remarketing tagging involves a tag management tool. These tools offer advanced tagging opportunities and the advantage of only having to place one tagging script, ever. Populair tag management tools are BT Buckets  (free,but limited) and Satellite (a very advanced tool, for remarketing, web analytics, and AB-testing).
Tag management tools tag users based on the URLs of the pages they visit. Within the tag management tool, users can generate rule sets. As the URLs from a visit comply with a rule set within the tag managent tool, the visitor is tagged with a cookie. Computers that contain the cookie can be targeted with specific advertisements.
Smart remarketing tagging
A smart combination of selected URLs and tagging lists allow for the creation of very specific remarketing target groups. Examples of tagging rules are:
Visited multiple pages
These are interested visitors, that you can re-activtate with remarketing
Viewed a demo, but did not visit the ‘Thank you’-page
These are high-potential visitors that need a little push in order to buy
Visited a members-only page
These visitors can be excluded from campaigns in order to save costs and improve performance
Visited a Product- and ‘Thank you’-page
These visitors can be targeted for cross- and upselling
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