12
Jun
2013

Unstructured Data and Site Retargeting

06/12/2013
With the use of all the information on the internet it’s possible to create a better display advertising campaigns than you ever imagined. With unstructured data it’s possible to personalize shopping experiences and make campaigns relevant for a higher probability of conversion. Allowing your campaigns to yield better results and faster. One of the easiest things to do is to get familiar with unstructured data in terms of the benefits of display. Then harness the power of unstructured data and element level insights to work for your campaign. Here are a couple of methods to consider. Ads That Take Into Account Shopping Experiences When a visitor drops by your site they may not buy anything or even sign up for your newsletter or submit a contact form. That’s okay when you’re utilizing tools such as site retargeting. Site retargeting allows you to capture data about that users as they leave your site and continue to browse the web. It also means you can continue to target them after they leave with your messaging. Unstructured data in site retargeting allows you to see which pages the user visited, which items they clicked on or put in their cart, behaviors and actions they take after leaving and even simple things like the various pages on your site that the user visited. Sounds simple, but in having this data in its unstructured format you’re able to determine that the user who browsed a luggage set is much more valuable to you than the user who browsed bakeware. Allowing you to allocate more spend to the most valuable user.  Unstructured Data Dynamic Ads to Match Dynamic Audiences When you first learned about site retargeting (or retargeting) it’s likely you had no choice but to deploy ads that stayed the same. These ads might have featured great graphics but if you wanted them to change to reflect a new product you’ve just received you’d have to change the full display ad. Leaving little personalization for use in targeting methods. With site retargeting featuring dynamic creative ads can change to represent new items or services you are offering without a whole new redesign happening. This tailors display ads to feature products the specific user expressed interest in. For example, say a user browses a pair of slacks and a pair of dress shoes when visiting your site and then leaves. The dynamic creative for this user reflects the slacks and dress shoes the user browsed and perhaps a free shipping offer to entice them back to complete the sale. Let’s then say a different user browses a dress and a hand bag and leaves. This user is targeted with a display ad featuring the dress and hand bag and a 10% off coupon – speaking directly and relevantly to their interests and doing so in a time window that matters. Thus, overall if utilizing site retargeting better performance and results can be achieved if each user is treated as an individual based on the unstructured data available on that user. This is much more effective than grouping users who visited the same page or viewed one of the same products into a segment and targeting them in the same manner. To learn more, contact us.