With retargeting you only target users that have visited your site and already had an experience with your brand. You can choose to target users that went to a specific part of your site, or open it up to your whole site, but either way you are guaranteeing that you only spend ad dollars on people who have previously visited your site. Normal display media buys tend to target users in the first stages of the buying funnel. With those ad buys you are tasked with introducing yourself, establishing trust, branding effectively, etc. all while going after an action.

Unlike typical display advertising measurement, retargeting actually gives credit to both click-though, and view-through conversions. Often times if you work with an agency they will report both to you, as well as a total, and you will have to decide how you want to navigate the performance formula.

Click-through conversions are any conversions that happen as a direct result of someone clicking a retargeting ad they were served.

View-through conversions would be like assists. They are conversions that are attributed to another channel (on last click attribution tracking) but these conversions were at one point served a retargeting ad.

As you can imagine there is a lot to be learned about your ads and landing pages as these numbers change in ratio throughout your testing. We were very interested to find that our purely branded ads (just Roger and our logo) were incredibly effective for both buckets. This has helped us optimize our display strategy across the board.

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