http://www.adexchanger.com/ad-exchange-news/yahoo-starts-retargeting-search-with-display-ads/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.adexchanger.com/ad-exchange-news/yahoo-starts-retargeting-search-with-display-ads/#comment-123 Div Bhansali Tue, 03 Mar 2009 16:52:30 +0000 http://www.adexchanger.com/?p=590#comment-123 Naturally, I'm going to play devil's advocate here in comparing search-based retargeting to site-based retargeting like LeadBack.com. It appears Yahoo will retarget users who have searched for a term that's relevant to an advertiser. That's certainly useful, but isn't it at least as useful to retarget people who actually opted to visit your site? It seems to me that that's actually further down the consideration cycle, and so while you might pay for fewer impressions because you're starting with a smaller pool, you'll see better CTR's and conversion rates. Naturally, I'm going to play devil's advocate here in comparing search-based retargeting to site-based retargeting like LeadBack.com. It appears Yahoo will retarget users who have searched for a term that's relevant to an advertiser. That's certainly useful, but isn't it at least as useful to retarget people who actually opted to visit your site? It seems to me that that's actually further down the consideration cycle, and so while you might pay for fewer impressions because you're starting with a smaller pool, you'll see better CTR's and conversion rates.

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