Tip: You don’t have to make a better offer if you make it at a more opportune moment in your prospect’s decision cycle. The key is to be top of mind when they’re ready to buy.

One of the new wrinkles in BT technology is "retargeting." In a nutshell, it's taking a second shot at a prospect who failed to convert the first time around.

In recent months, eBridge Marketing solutions, a Canadian provider of internet marketing solutions has been using the Revenue Science network to serve ads to people who can be identified as having come to an advertiser's website as a result of other campaigns, but didn't buy. According to Hartland Ross, President and CEO at eBridge, the new ads -- so far deployed for nearly a dozen web hosting and directory clients -- build on previous impressions, although in most cases the offer price and terms are the same as before.

One eBridge client, HostGator.com, is finding the cost per acquisition to be almost 40 percent less than it has been for a variety of conventional "first attempt" campaigns. In the web-hosting space, where companies are typically willing to pay one or two years' revenue for a new customer, saving even a few dollars can greatly increase profitability. Saving $50 or $75 per acquisition makes continuing the campaign a no-brainer.

In fact, Ross says, the retargeting campaigns have been so successful that the clients who have benefited from this retargeting strategy are now eager to invest in reworked and more highly targeted ad copy, and in augmenting the current text ads with banners that will explicitly acknowledge they're making a repeat offer.