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Marketers Missing Out On Using Search Data For Retargeting

A report published yesterday by The Boston Consulting Group says brands that have invested in paid search often fail to retarget consumers who have clicked on their digital ads, which results in missing data that shows a consumers’ intent to purchase. Retargeting display ads from paid-search results can deliver a 40% reduction in cost per action (CPA) for marketers and this data can be derived from existing campaigns that have already been paid for.

Read the whole story at Marketing Week »

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