What's Audience Extension (Retargeting)?
Audience Extension is the name of our retargeting or remarketing advertising product. Instead of just retargeting people who have been to your site, we can target the relevant segments of our site visitors researching the specific topic(s) relevant to your business and serve them your advertisements as they continue browsing the internet.
Where are my ads served?
We reach over 95% of sites that serve web display banners through the major RTB ad exchanges like Google AdX, AppNexus, Yahoo Right Media, INDEX, Rubicon, and OpenX.
In addition to web, we also leverage Facebook Exchange (FBX) inventory to serve both News Feed sponsored posts and Righthand Column ads. This maximizes reach of our valuable in-market audience and campaign performance, because most people use Facebook.
Integrations with brand safety vendors like Integral Ad Science, Peer39, Grapheshot, and DoubleVerify ensure your ads are only serve on safe sites.
How do we run Audience Extension campaigns?
We use an industry-leading demand-side platform to power your Audience Extension campaign. The campaign programmatically buys and serves your ads to highly-targeted audiences as they browse the internet.
Over time, we optimize the campaign's CTR and (more importantly) conversion performance by analyzing historical performance data and adjusting key parameters, including Frequency, Ad Format, Creative, Fold, Vendor, Site, Time of Day, Day of Week, Browser, Device, OS, Recency, and Location/Geo. The more statistically significant data we can analyze, the better.
How are conversions tracked?
Placing a conversion tag or pixel on your conversion Thank-You/Confirmation page(s) allows us to track and optimize to conversions. The conversion tag can be either hardcoded or installed with a common tag management system like Google Tag Manager.
What's a click-through vs. view-through conversion?
Click-through conversions occurs when a user is served an impression, clicks on the ad and converts on the landing page (signs up or fills-out your lead form). View-throughconversions occur when someone is served an ad impression in their browser but does not click and instead converts later (either by going directly to your website, searching, or elsewhere).
Only click-through's record the URL's utm tracking (utm_campaign, utm_source, utm_medium, etc.) but unfortunately 99.9% of ads do not get clicked on despite most being viewed. The average view-through occurs after a user is served 5 - 6 ad impressions, meaning that the ads do drive valuable brand awareness and engagement for people in the research stage.
Why enable conversion tracking?
Tracking conversions allows us to maximize campaign ROI with hyper-granular targeting & optimization including:
- Discontinue targeting people who already converted. Excluding continual targeting of people who have already converted retains your brand equity and avoids annoying people with your ads
- Gain crucial insights for optimization adjustments. No matter if it's a click- or view-through, learning which parameters drive conversions on your site helps to improve campaign performance. Do they usually convert after two or five ad impressions? Morning, afternoon or evening? Chrome, Firefox, IE or Safari? Windows, iOS or OSX? Desktop, Tablet or Mobile? California, New York, UK or Canada?
Most of our site traffic originates from organic search, consisting of users who actively in-market for your particular product or service. While not all visitors are ready and able to convert on the spot, once they are ready, keeping your ads in front of them helps them select you over your competitor.
Want to learn more about or test Audience Extension? Provide your contact info here and we’ll follow up within one business day.