How to Increase Blog Revenue with Retargeting

By Guest Author

Retargeting is one of the fastest growing forms of paid advertising on the Internet.

What is it? Retargeting is the process of serving ads to past visitors of your website. As a website owner, you can put a little snippet of Javascript on your website that anonymously drops a tag in each visitor’s browser. Within an ad network, you can then bid to show ads to all of your past visitors.

For example, if you sell shoes online, you can tag everyone that visited your website, as well as everyone that has purchased shoes. You can then choose to only show ads to people who have visited your site in the last 7-days and who haven’t yet made a purchase.

As an advertiser, this one of the most targeted forms of advertising. You know that all of these people are in-market for shoes. Because these ads are hyper targeted, advertisers often bid two or three times more per click to serve ads to these people than they would via contextual ads.

So How Do You Make Money with Retargeting as a Blogger?

If you are running ad network placements on your blog, chances are, your site is already filled with retargeting ads. In almost all cases, this is a good thing. Ad networks are experts at optimizing your effective CPMs. If a retargeting ad is generating higher clickthrough rates than contextually targeted ads, then the ad network will automatically show more retargeting ads. This will bring up your effective CPM.

If you want to boost your revenue from retargeting, make sure to include both text and image ads are enabled on your site. Most retargeting advertisers will run both text and image ads, so you want to be prepared to be able to show more retargeting ads in the event that these types of ads generate the highest clickthrough rates.

Secondly, consider attracting more US traffic. Retargeting is particularly popular in the US, and many advertisers in the US are trying to increase their retargeting spend, and the only way to do this is to bid more per click, which increases the retargeting ad revenue per click even higher.

Other Ways to Use Retargeting

There are all kinds of nifty tricks you can use to build blog awareness while paying next to nothing.

For starters, with retargeting on AdWords, you only pay per click, so even if you’re paying for one or two clicks per day, you can still generate thousands of free banner impressions in the process.

While building blog awareness, consider highlighting your Twitter account, Facebook fan page, or newsletter. Often, people won’t click on your ad, but instead, navigate directly to your presence on another site.

You can also do cool stuff like promote your advertising opportunities only to people who have visited your advertising information page. Similarly, you can promote eBooks or other paid product to your past visitors.

When retargeting your own traffic, clickthrough rates tend to be abnormally high, keeping your cost per click down, making these campaigns highly likely to generate a positive ROI.

About the Author: Alex Holmes is the co-author of The Hidden Audience, a practical guide to retargeting. He also runs a retargeting ad network called Y Audience.




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6 Responses to “How to Increase Blog Revenue with Retargeting”

  • Daniel

    Have not heard of the term, Re targeting ads before, Alex.

    I do look at the difference in performance between Placement and contextual ads, and there can be some wide variations.

    I already have text – Image ads running as this is advised for all sites running Ads(Ad-sense, anyway).

  • William Lee

    I am using Adsense on my blog and the earning skyrocket increases when I applied new ads location on my blog. I never heard of retargeting but I will find out more. Thanks for sharing. 🙂

  • Ehsan

    Thanks Alex for sharing it with us.
    I’ll check it out soon.

  • Helen Neely

    As nice as may sound, I need to be sure that is legal and not sneaking up on your previous visitors long after they visited your site.

    Will check it though.

  • Nasrul Hanis

    I have to take this matter seriously – in fact I feel dissatisfied of my current performance. Re targeting.. will review my campaigns and improve! Thanks!

  • Michael

    Hi Alex – you make some great points. Re-targeting ads can definitely perform a lot better than regular ads. With all that extra information you can waste a lot less money on advertising and get people that are going to convert. Definitely something every advertiser should be doing.

Comments are closed.