Retarketing tags can be applied to either a common footer of a website, meaning that you tag everyone that has accessed the page and send them generic marketing banners to keep the brand top of mind, and/or you can choose specific pages within the site and take a more disaggregated approach. For an e-commerce website I would recommend applying a huge range of tags to the various product pages by category. For example all the pages about office chairs would have a common tag, whereas office desks would use a different tag. The flexibility this provides is to provide more relevant advertising to the user based on their browsing history.
I'll admit, it's a bit of work to set this product tagging structure up, but think about it from the consumer perspective. You've been researching office chairs, visited a number of websites, but haven't made a purchase yet. As you take a break and read up about you local football team on an independent website, you become aware of a banner ad about office chairs, as you visit other websites the same banner promoting the 'chair sale' keep reminding you about the brand and to go back to visit the website. The advertising is both relevant and timely, capturing your interest and driving a result.
This doesn't mean you can't blanket tag as well. Setting up multiple tags provides you with options of how you want to advertise at any given time, burst advertising tactics are very powerful, particularly if you banner design is well done. Clearance sales or specific item promotions generate a huge amount of business.
Google Retargeting strategy utilises the display network, so the key element of success is a mixture of your banner design and your landing page strategy. I can't recommend highly enough having the same person/company working across both of these, or at the very least get the various parties (often your own IT guys) in the same room to discuss it. Without coordinated synergy, you WILL NOT generate positive results.
Retargeting is new and exciting, there are heaps of ways to use it. Do the setup well and you will have ultimate freedom in your marketing strategy, do it quickly and you will be punching with your hands tied behind your back.
For personal advice give me a call on 0402 844 409 or drop me an e-mail.
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