Retargeting ‘Can Generate Better Search ROI’

by Lucy Griffiths on 21st June 2010

Companies can use retargeting as a way to lure potential online customers and create improved returns on investment with Google’s new remarketing feature, an expert has said.

Magnus Nilsson told Econsultancy readers that SEO clients might find it easier than ever to create a campaign and can start to do so by building up a cookie pool.

However, he noted that businesses operating in a niche industry may find it harder to meet the minimum 500 unique cookies, which if reached will mean Google reactivates retargeting lists and reminded firms to keep in mind their typical sales cycles when implementing this strategy.

Furthermore, Mr Nilsson stressed that the simplest way to start these campaigns is to "reach out to everyone that has visited a specific landing page or whole site".

Last month, the expert informed readers of the same blog that organisations with niche products may struggle to optimise pay per click for long-tail keywords due to a low volume of data.