11
Dec
2012

One Size Doesn’t Fit All: The Importance of Search Retargeting

12/11/2012
Wouldn’t it be great if every day, over and over and again, prospects and leads called you up and said, “Hello there, I am very interested in this specific product?” Think about how much time it would save on marketing efforts, taking the guesswork out of allocating advertising dollars while simultaneously providing great insight into customer demand and, in turn, product development. But that’s precisely the idea behind search retargeting campaigns: by proactively searching for products online, users are essentially saying, “Hello, I’m here, and I’m interested in these products.” Yet many online businesses are failing to truly capitalize on this huge opportunity. One reason for this is an ability to effectively distinguish between different types of user behavior. In other words, no two customers are the same, and advertisers must customize display ads for search retargeting based on the data at hand. Search Retargeting at the Keyword Level This type of data includes the specific products viewed, customer action or inaction, user search behavior and how the customer found sites visited. Each of these data sets brings with it a whole host of considerations that will dictate the design of your ad campaign. For example, targeting someone who has searched on a competitor keyword might be targeted with creative that features copy speaking to the strengths of your product/service vs. the competitor’s. Prospects are different, and search retargeting offers a way to reach them in a highly customizable and relevant way – showing all prospects the same ads regardless of behavior, interest, intent etc is like shooting an arrow in the dark. Utilizing searches performed and other data in search retargeting campaigns provides a clearer target. For more information on how to optimize your search retargeting efforts, including valuable insights for your site retargeting campaigns too, check out our CEO’s articles on Search Engine Land.