A Guide to Digital Marketing

PAID ADVERTISING
TARGETING MADE SIMPLE
• • • • •
Have you ever searched online for a particular
product or service, and then a day or two later
notice ads appearing of similar nature? These are
called search retargeting ads. Search retargeting
is a very efficient way to reach potential new
customers for your business.
SEARCH RETARGETING VS. SITE RETARGETING
Both are online advertising tactics, but there is a
big difference between them.
Search retargeting shows your ads to people
who have never visited your website, but have
recently searched using relevant keywords. It
allows you to reach highly relevant, potential
new customers for your business.
Site retargeting (remarketing) shows your ads
to people who have visited your website, but
may have left without taking action. It allows
you to reach users who have already engaged
with your brand, extending your brand’s reach
to interested audiences, reminding them of your
key differentiators, and inviting them back to
explore more.
INFLUENCER MARKETING
Influencer marketing focuses on a key individual
or group of individuals, instead of consumers as a
whole, to market products and services. The idea
is these key individuals can influence purchase
decisions within a company’s target market.
Influencer marketing is often used on social media
and in conjunction with content marketing.
Some campaigns focus on establishing
creditability in the market — often seen when
key community stakeholders endorse a brand.
Others use it to generate a buzz around a
product or service. If a well-known celebrity
on Instagram is shown wearing a certain pair
of sunglasses and living a luxurious lifestyle,
consumers may equate this product with fashion
and luxury and emulate their style.
Oftentimes brands will track an influencer’s
ROI with promotion codes or tracked links to
get an idea of how influential each individual is
for the company.
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