shorebreak - 5:31 pm on Jun 21, 2011 (gmt 0)
[Disclosure: I work at Yahoo, running sales for Smart Ads, Y!'s dynamic display business. Part of what we do for clients is help them with retargeting.]
1. Retarget the user with an ad the is relevant to them. In a retail scenario, for example, show them the product they looked at but didn't buy. If they did buy that product, show them another product(s) that you know convert well with people who've purchased that product.
2. Start with no freq cap, then dial back, sort of the display equivalent of starting with broad match & then dial back to phrase or exact.
3. If geo, age, gender or behavioral cues help you know what products/offers to show, use that data. We find that those data points are immensely valuable both in terms of helping know which offers to show, as well as being a data background against which to test different creative.
4. Don't just buy impressions on Google. Most people who've been doing retargeting for a while will tell you that large publishers' inventory converts better than exchange inventory.
5. Make sure your ad is dynamic and not static. Dynamic, personalized retargeting works several times better than static ads. IT'S ALL ABOUT THE AD.