I started the "...Cookie dropping service" thread back in Nov. I was so intrigued about the service I literally spent the next month following up on info from Jeff Kershner and other forum members. I spent the next 3 weeks or so researching different companies and found one, I believe to be the best in North America, to become a reseller for.
In fact I was so exited about this form of marketing that I found a fellow investor and started an internet marketing company that specializes in re-targeting, (reselling of course). Our website is
midwestdigitalmedia.com. I'm not trying to pitch you but our site does explain re-targeting extensively and makes a decent reference. (For marketing reasons we call it our "Traffic Chaser" program and refer to re-targeting as remarketing).
From what I've learned behavioral re-targeting has been around for a while but the ROI hasn't been there for small to medium-sized businesses, like a dealership, until about 11/2 to 2 years ago. The process was refined enough to where a site that receives at least 1000 uniques per month will be happy with the ROI and in fact the few customers we have already are ecstatic about the results.
I could go on and on but the things you want to watch out for are, and for those of you that are better versed in re-targeting please jump in, Limited ad networks. Cobalt is basically a large reseller for another national re-targeting firm but their ad networks are limited, our local car magazine, Wheels For You, also offers this service but they are owned by a local newspaper who in turn is owned by a larger newspaper company. The only ad network they use is their own. So unless someone goes to a site that is on their ad network, they won't see your dealerships ads.
Other things are follow up and analytics. Does the re-targeting company, or BZ, monitor your progress and if things aren't up to par switch your ad networks and make other revisions? If they only use their own ad network they can't.
How comprehensive are the analytics. Our analytics are phenomenal! They show Mouse overs for one!! If someone mouses over your ad, we know! Can they provide Dynamic ads? Can they stage multiple ads i.e. Every time a person sees one of your ads, it's a different ad. Every consecutive ad is designed with a better offer or incentive designed to have clients go back to your site and/or convert. Will the analytics tell you how many ads it took for a customer to return to your site.
To answer your question about BZ. Check into their ad networks. If they won't give you a definitive answer about there ad network(s) and that they use google ad network I wouldn't use them. The other thing is how extensive is their analytics. Call other re-targeting companies to learn about their analytics. At least you'll have a foundation from which to ask questions. Most importantly, honestly ask yourself if your site needs work. In my opinion a company should have a good, properly optimized site with easy navigation, (to a "Contact Us" type form, prior to getting into re-targeting. You don't want to be the guy that brings the 7 series BMW home to a trailer.