This episode of the #Authority HoA was originally streamed live on September 2nd with featured guests Sean Dolan, President of PushFire, Inc. & Rachel Malone-Olson, Social Account Manager at aimClear, and hosted by Melissa Fach, produced by Michelle Stinson Ross, and color commentary from AuthorityLabs CEO, Chase Granberry. Below we a have a quick written recap, the video and a podcast from the hangout.

The Recap

Melissa Fach: Can you give us a brief overview of what retargeting is in PPC and Social Media?

Sean says the best explanation he as for retargeting, remarketing, or remessaging in digital marketing is this: digital advertising that engages a customer or prospect with custom messaging based on previously acquired information. There’s three parts to that definition. First is real engagement, this is never the first interaction that a brand has with a person online. Because it is at least a second interaction, brands have some information, or common history, with that person to base the message and engagement on. For PPC in particular, that messaging could be display ads via the Google Display Network or search ads in Google and Bing. In display, you can create very customized messaging to present at the right time on the right sight to the right niche of your audience. In search, you can overlay keywords with a particular remarketing list.

Rachel adds that paid social media retargeting works much the same way. The particular targeted audience is defined by interactions they’ve had with your brand’s website, email, or social media. Both Facebook and Twitter use forms of custom audiences that you can either upload as a defined list or create using code embedded in your website.

MF: How do businesses choose where they should retarget – PPC, Social, or both?

Rachel comments that the decision to use retargeted advertising in PPC, Social Media, or both really has to do with where the brand or client is at that moment. What do they need to accomplish? What goals and key performance indicators have they set for themselves? Audience preferences also have to be taken into account to ensure that you are getting the most effective and efficient use of that advertising spend. If your audience isn’t active on Twitter, there is little need to spend money remarketing in Twitter. If your brand does not have a significant social community, then PPC is probably a better option for paid remessaging.

Sean expands on those ideas by adding that a particular channel should not be ruled out strictly based on your brand’s activity in that channel. Take the time to do the market research and test the channels to discover just how much of an audience your brand actually has on Twitter, Facebook, and LinkedIn before ruling out those options. If you have yet to be active, you may not be aware of the warm audience available to your brand in a particular channel.

MF: Is retargeting a good advertising option for everyone, then?

Sean continues by reminding us that retargeting works for companies that have tons of website traffic as well as for small businesses with very niche communities. Sometimes are the more niche and local the better. When your audience is already very small and specific, there’s no need to segment it. Segmentation becomes necessary when you have huge groups of people spread across large geographic areas. In many ways retargeting can be easier for the small local businesses than it can be or enterprise brands.

Rachel reminds that testing is everything. Very small budgets can still be used to find exactly where is the best use of retargeting efforts. The barrier to entry is low for businesses of all sizes. The customization means highly effective use of ad dollars no matter the size and reach of your brand.

Rachel and Sean both had a great deal of information to share about tools they use and common mistakes to avoid. There were also several valuable viewer questions you won’t want to miss. Be sure and check out the entire video or listen to the podcast, and share your thoughts in the comments.

The PushFire team is speaking at several regional Texas events, while aimClear will be well represented at Pubcon this fall. Don’t miss aimClear’s Founder and Chief Evangelist, Marty Weintraub, presenting with Lisa Buyer on Social and Mobile PR Secrets. Marty is also moderating a session on Hot Topics & Trends in Social Media Marketing. If you would like to learn more about our topic, there will be a Pro-Advanced Retargeting and Remarketing session at Pubcon.

Video and Podcast

Our Next Hangout, September 16th, 2 PM EST

Be sure to mark your calendars now and join us for the next #AuthorityHoA to discuss Tips for Surviving Pubcon Vegas with Simon Heseltine and Dave Rohrer.  BTW if you register for Pubcon before the hangout, you can save 10% with this code: ex-3131010