Managed Spend Allocation

Your dedicated consultant will make strategic recommendations for how to allocate spend based on historic campaign performance, marketing objectives, target audience and other variables. This will ensure that advertising spend is always funneled toward channels that will yield maximum returns.

Campaign Management

• Audience segmentation:

  A retargeting platform like Lopardi makes it easy to segment audiences according to how they interact with your site or other content on the web. For example, you can define audiences based on activities such as what pages they visit, what buttons they click, how many impressions they have been served, whether or not they’re part of an existing campaign audience in your CRM and much more.

• Geo-targeting:

  The market for local services on the web is enormous. In fact, nearly half of all web searches have local intent. Geotargeting lets you create location parameters to help you retarget users based on their proximity to certain markets.

• Reporting and attribution:

  Your dedicated PPC consultant tracks conversions, creates custom reports, and measures campaign performance by tracking average CPC, cost per acquisition, return on advertising spend (ROAS) and other key metrics.

Strategic Content Optimization

PPC consultants may also collaborate with your dedicated content strategist to assist in other elements of your advertising campaigns, including but not limited to:

• Persona development.
• Landing page copy optimization to improve Quality Score.
• UX and design audits to help boost conversions.
• Keyword research (paid search).
• Meta description optimization (paid search).
• Banner ad design.
• Video ad production..
• Text ad copywriting.
• Cookie consent banners.

All of these factors, and more, can make or break the success of your retargeting ads. With Lopardi, you get a complete digital marketing agency that can get to the root of your retargeting maladies and prescribe a custom solution.

Why Retargeting Works

Retargeting campaigns target users who have already expressed some interest in a brand, product or service. This is known as behavioral targeting. Ads are served based on user behaviors.

Contextual advertising – when ads are served based on the context of the page, much like TV ads and print ads – are more of a gamble. The only advantage of contextual advertising is that it’s more privacy-centric since cookies and third-party marketing data are not needed.

Otherwise, retargeting campaigns generally outperform contextual advertising:

• Web users are 70% more likely to convert through retargeted ads.
• Cart abandoners are 25% more likely to convert on e-commerce stores after encountering a retargeted ad.
• Retargeting can increase ad engagement by as much as 400%

Retargeting Versus Remarketing

Retargeting and remarketing are often used interchangeably. In fact, what Google calls its “remarketing service” is very much a retargeting service in reality.

The core difference between retargeting and remarketing is that a remarketing campaign uses email as a follow-up touch point instead of ads. For example, if a customer abandons their cart on an e-commerce site, they will receive an email from the site reminding them as much. Clearly, this means remarketing is reliant on actually having a user’s email in your database, which is why it is sometimes referred to as CRM retargeting.

Other examples of remarketing include:

• Tailoring email campaigns based on how users have interacted with your site.
• Emailing a customer on your remarketing list when a product they have shown interest in goes on sale.
• Sending a demo-request email to a client who has downloaded deep-funnel collateral such as white papers and product testimonials.

Remarketing and retargeting, while very different, are both essential functions of a successful content marketing campaign. At Lopardi, we offer remarketing services in addition to our retargeting services.