Using Retargeting to Get the Most Out of Your Ad Dollars

Key Considerations
While the costs of retargeting are often lower than traditional channels, it's still important to put some strategic thought into your retargeting campaigns. When starting your program, you'll need to decide which model you'd like to use. The standard models for online advertising apply to retargeting: CPM (pay for all impressions), CPC (pay per click) and CPA (pay per conversion). Some vendors offer you a combination of these three. CPM and CPC are more common and widely available, while marketers that choose CPA are generally more interested in return on investment since they're only paying per conversion.