Retargeting, in internet marketing terms, is the art of getting your brand in front of users who have previously expressed some interest in engaging with your internet business, and is one of the hottest topics around.

Yahoo! recently announced a new product using display advertising to retarget customers in a more personalised way. Hence, the name “Personalized Retargeting”, which Yahoo! claims can help online businesses capitalise on interest shown by consumers just based on the fact that they visited your web site through the use of personalised creative to retarget them across the Web.

For instance, if somebody searches for a certain keyword phrase, such as “buy football boots”, within 15 minutes Yahoo!’s enhanced retargeting technology can deliver a display ad to keep them engaged. So, while the user’s still thinking about “buying football boots”, they’ll see ads reminding them that “FootballGear.com offers free shipping on orders placed prior to Dec. 1st.”.

Convert More Prospects To Customers

Thanks to the addition of personalisation, Yahoo! also claims that this new retargeting model will help convert a higher proportion of prospects into customers than standard retargeting, with the added advantage that your business will only need to pay for the cost of clicks or conversions.

Despite the fact this new offering is a bit of a late entry in the field of web site retargeting, Yahoo! has 2 distinct advantages over its competition. The first is its acquisition of Dapper, which is the “brains” behind Yahoo!’s Personalized Retargeting and which dynamically creates the optimised ads that are the key to this new initiative.

Dapper Delivers

Prior to being acquired by Yahoo!, Dapper was competing successfully in the verticals in which it was involved, including travel and retail, where it was performing brilliantly even in its early stages. For example, a travel client taking advantage of Personalized Retargeting realised a 97 percent increase in revenue along with a 104 percent increase in conversion rates. Yahoo!’s mission is to replicate that success across as many other verticals as possible.

And covering multiple verticals easily is where Yahoo!’s second, and possibly biggest, advantage comes into play, and that is scale. Yahoo! can provide  advertisers with the best web access available thanks to being able to offer the most comprehensive display network in the U.S. This network is being rebranded as Yahoo! Network Plus, and can reach 86 percent of users on the web.

Yahoo! may have lost some of its lustre to Google in recent years, but it still has a powerful reach and, with this new initiative, can help expand the reach of your internet business while helping improve conversion rates.

For more information and help taking advantage of Yahoo!’s Personalized Retargeting, consult a UK internet business coach.

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