Posted by Sara Burton, Account Director Anybody who runs display knows that pixeling users is critical in knowing who to target for some buys. Pixels, also known as cookies or tags are used flag a user so that you can have insight into where they’ve been on your site and what pages they visited and what actions they took. Display uses this information in retargeting, look alike targeting and behavioral targeting. These use cases are targeting people’s web behavior by reaching a certain individual. Either someone who has visited your site before, looks like someone who has converted, or displays certain behavior. This is all possible through pixeling, a tool that display is very familiar with. I’d like to tell you how search can be more effective using some of these same tactics. For search marketers, targeting keywords is how we segment users. However, search marketers could use display pixeling tactics to take their campaigns from good to great. Here are some examples:
When users hear about user tracking the notion makes them queasy. However, the biggest complaint of internet ads is that they are mostly irrelevant. If marketers are smarter about the information that is available through pixeling, they would give users the most relevant ad experience. Then, these users would thank them with purchase and loyalty.