Reach users beyond search engine marketing
Search retargeting is a type of online advertising targeting. It allows you to show banner ads and Facebook ads to people who have recently searched for keywords that are relevant for your business.
Potential new customers search for keywords related to your business. For example, for a shoe store, “flat shoes” is a relevant keyword.
Third party data companies drop a cookie in the users' browsers after they performed the search. This creates audience segments in real time.
When your campaign settings match the audience segments, users are identified and see your ads on Facebook or on the website they're browsing.
Because the wording is similar, search retargeting and site retargeting often get confused. Both are online advertising tactics, but there is a big difference between them.
More than 80% of users do online research before buying and they prefer search engines and keywords. This makes search a powerful intent indicator.
However, the inventory available for advertising in search engines is limited. Also, with advertisers competing for top positions, both organic and paid listings can come very expensive.
Search retargeting goes beyond traditional search engine marketing and leverages the low-cost display advertising inventory. Because it uses display inventory and search signals for targeting, search retargeting is a very efficient way to reach potential new customers for your business.
Here are a few reasons to start a search retargeting campaign
With search retargeting, you are showing ads exactly to people who are searching for what you have to offer.
Because it targets users who have recently shown an interest in what you have to offer, search retargeting has better conversion rates compared to standard display advertising campaigns.
Advertisers with big budgets and high competition make search ads expensive. Search retargeting targets the same level of interest on a wide inventory, ensuring a lower acquisition cost.
Classic search engine marketing allows you to reach your customer only when he searches. With search retargeting, you show your offer more than once.
To get the best results with your campaign, follow the guidelines below
Start your campaign with a broad list of keywords. Select two and three word phrases, those get both good volume and performance.
Use your logo, color scheme and/or website address in your banners. Those elements build trust and make it easier for your customers to recognize your business.
Without a call to action, viewers will not feel compelled to act after seeing your ad. Add a button with a clear call to action telling users what you want them to do next.
Clicks may be the most popular way to measure performance, but conversion tracking is the most accurate. Install the tracking code to see how many conversions you get.
One of the key factors in search retargeting performance is recency - how soon someone sees your ad after they have performed the search. The sooner they see your ad, the higher the chances of a click or a conversion. Because recency is very important, you should not worry too much about where your ads are shown.
The data used in search retargeting does not come directly from search engines and it might take a few days until you could get to see your ad. However, it is a very bad idea to try and trigger your ad. Not only are you using up your campaign budget, but you are also interfering with the data that shows in your reporting.