Internet Marketing Digital_marketing_for_dummies | Page 259

and occurs within a fraction of a second.
When done right, retargeting allows you to make relevant offers to specific audiences, and
the more specific and relevant the offer, the more likely the offer is to resonate with your
audience and lead to a conversion. The next section tells you how to create specific
retargeting offers.
Segmenting with content
The biggest mistake that a digital marketer can make with retargeting campaigns is to
assume that all visitors are alike and show every visitor the same ad. The key to successful
retargeting is audience segmentation (we also discuss content segmentation in Chapter 4).
Failing to segment your visitors can lead to poor campaign results and the waste of many
of your impressions (the views on your ads) and ad spend. For instance, you wouldn’t want
to retarget a user who has viewed vegan recipes with a banner ad for a steakhouse
restaurant.
When you segment your audiences, you can identify and understand their intent.
Segmentation allows you to retarget and send offers based on a person’s interests, thereby
personalizing the retargeting experience and making the ad that much more compelling.
To segment your audience, examine your website or blog and divide its content into like
categories or topics. For example, a food blog might separate its content by types of
lifestyles such as vegan, gluten-free, and vegetarian. When people visit content about
vegetarian food, they are showing interest in vegetarian food. Do you have an offer that is
relevant to a vegetarian? If so, retarget those that visit your vegetarian content with that
relevant and specific offer.