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Search Retargeting: Branding for the Modern Marketer


In the word of online advertising, clicks and conversions drive decision-making. Many a seasoned digital marketer scoffs at branding plays as relics of the Mad Man era. Why would performance-driven online marketers launch something so nebulous, so immeasurable, so unscientific as a branding campaign?

Branding campaigns don’t seem to have a place in the performance-driven online marketing world, but is that necessarily a good thing?

“Branding” is often associated with multi-million-dollar TV and print spends. Smaller companies or companies with limited marketing budgets can’t launch such massive campaigns, and even for larger companies, that type of spend is often illogical. Luckily, a more efficient method exists online.

It is possible to have high-ROI branding campaigns with measureable results. Search retargeting allows brands to serve targeted display ads to a highly relevant audience, meaning it is possible to launch a branding campaign focused only on the right people.

To read more, head on over to PPC Associates.

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Case Study: U of F MBA Program

The University of Florida’s Hough School of Business has used ReTargeter to keep their messages in front of prospective students. In two months, they were able to serve 3.3 million impressions, receiving a 0.31% click-through rate. Nathan Lowery of Lipof, the ad agency that handles the University of Florida’s marketing, has found retargeting to be […]

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