Search retargeting offers another tool for marketers to reach searchers based on their online behavior. It is a powerful method of reaching potential customers that you may have been missing otherwise. Most regular online users are familiar with seeing ads based on their recent website visits. This practice is called retargeting, serving display ads to Internet users based on their online behavior. Search retargeting takes this concept in a different direction.
Search Retargeting for eCommerce Stores
Search retargeting serves display ads to users based on the keywords they are typing into Google and other search engines. For instance, if you type in “KitchenAid hand mixers” in Google, those keywords are used to target you with ads for KitchenAid mixers once you are no longer on the search engine.
Based on Intent
One of the reasons that this method of retargeting is so powerful is that it is based on the user’s intent instead of on past action. Because it is not based on a visit to a website, search retargeting is good tool for bringing in new website visitors.
For the purposes of search retargeting, it is important to do a thorough job when researching keywords to target. Searchers enter keywords into search based on context, not just randomly. Therefore, when looking for keywords to use, you need to understand the moment in time that they were entered. Search retargeting can use metrics to identify exactly which keywords are generating conversions, and can reliably use those in a retargeting campaign.
Search retargeting campaigns look carefully into the following areas:
- Keyword-level bidding
- Keyword-level recency
- Keyword-level reporting
- Dynamic keyword management in real time
Creating a Successful Search Retargeting Campaign
Start with a broad keyword group, and then work down to a narrower set. It is much easier to work in this direction than starting with narrow terms. Use a combination of tactics to determine which keywords are performing best from different parts of the funnel.
Use data from direct navigation to review sites as well as product sites to build out your keyword list. For bigger purchases, many prospects do research on review sites before getting serious about buying.
Use performance-based goals that focus on full-funnel attribution to get real data from your campaign. Clickthroughs do not tell the entire story, because ads can have an effect without a click. A good display side provider (DSP) can collect the data you need to study your results. The more data you collect, the better you will be able to target your campaign.