Cost of Retargeting (Remarketing) Ad Clicks
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If you run an Adwords banner campaign with retargeting, how is the cost per click determined? My hunch is that it would be different than text ads in search result pages.
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In essence, it's much the same as standard PPC bidding. You choose a keyword to determine the category of sites / pages where your adverts will be displayed and then you are bidding against other advertisers. In my experience, this ends up cheaper than standard PPC but as it is a second attempt you would hope so.
If you are using image adverts the best approach is to create ads at all the various sizes and it gives you more opportunities. You can then review the performance / cost of each advert and may find that you do better with certain adverts etc.
Much like normal PPC it's all about measuring and refinement over time to really sharpen things up.
Marcus
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Every banner you display is the result of an ad auction taking place on Google for that particular placement. Since you're targeting your ad to people, those people will visit different sites, some of which the bids for ad placements are low, so the CPC can vary quite a bit.
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The cost of re-targeted ads is often less than the cost of standard ppc text ads, the actual cost depends on several factors that are unique to your campaign such as terms target.
I hope this is what you need
Sean
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