Somewhere in the global market, people are looking for products, services and solutions that your company offers.
What do you think of these people?
Traditional advertising, such as TV spots and billboards, tries to place brand messages where relevant consumers are likely to see them. Digital display ads perform the same function, but add additional levels of personalization.
Search retargeting isn’t magic, but it’s close
If you sell business widgets, you can place a billboard outside of a hotel that receives many guests on business trips. A certain percentage of the people who stay there will be interested in your offers, right?
Sometimes you get your message in front of the right people. In other cases, the people who see your ad are uninterested families on vacation. And what about business travelers who stay in smaller motels or AirBnB locations? Your ad will never appear, even if your widgets are exactly what they’re looking for.
Now imagine you could hire a wizard to make your ad disappear. – and then reappear, but only in front of people who are already interested in offers like yours. This is the goal of search retargeting.
It is not magic. It’s automation in a big way: Search retargeting uses a visitor’s search history and web browser behavior to display dynamic ads.
What is the difference between search retargeting and website retargeting?
Before we get too involved with the mechanics of retargeting, let’s look at two variations of this strategy that you are likely to encounter. They are very similar, but it is important to understand these nuances so that you can develop a marketing strategy that adds value to your brand.
- Search retargeting refers to the practice of targeting users based on the keywords they have entered into a search engine like Google. These people may never have heard of your brand, product, or service.
- example: Ted has spent the last hour researching fly fishing tactics. He has searched for information on the best fishing spots and what types he is likely to attract. Now Google is showing him display ads for Thermo-Angelwaders, a product he has never heard of, but which could be useful for his upcoming trip to Green River, Utah.
- Site Retargeting Refers to the practice of using cookies to serve display ads to people who have visited your website in the past.
- Example: Alexis runs a small business from home. She recently rummaged on the website of a company designing exhibition stands for 20 minutes. She later navigated to her favorite blog for small business owners. As she reads a product placement guide, the website shows ads reminding her of these bespoke exhibition stands.
Essentially, site retargeting helps you reach potential customers return to bring your website while search retargeting helps New Customers to your website.
Some more key terminology
Who doesn’t love some good buzzwords? These are some of the different types of retargeting you are likely to encounter:
- Contextual retargeting is when potential customers have visited an affiliate site related to your offers. These “similar” target groups show a similar online behavior as your current customers, but have not yet visited your website.
- Social retargeting is When social media users see your ads based on their activity on a particular social platform.
- Engagement retargeting is If you place customized ads on your website or social media pages for people who have taken action, e.g. B. by clicking on a specific post.
- Email retargeting is When you segment your email list based on subscriber actions and response to previous marketing materials.
Here is an infographic with 6 types of retargeting:
What is the difference between retargeting and remarketing?
Remarketing is an umbrella term that refers to all actions with which customers are addressed after an initial interaction. In a crowded marketplace where consumers are likely to see more than 5,000 ads a day, remarketing is an essential part of the sales funnel. Brands need multiple points of contact to reach potential customers.
Search retargeting is just a tactic within the wider spectrum of remarketing. Read our full explanation to better understand how these parts fit together.
What are the goals of a search retargeting strategy?
Using keywords, search retargeting can attract potential customers’ attention and drive them to your website. For example, PPC strategists (pay-per-click advertising) can select a handful of high-quality keywords to target with their display ads.
This type of strategy helps brands achieve goals like:
- Increase brand awareness: B2B marketers know that it can take up to eight touches to get a sustainable sales lead. Retargeting keeps brands and their products fresh for customers.
- Improving visitor engagement: Many of the potential customers who are concerned with your paid search ads have not yet dealt with your brand. Targeted display ads encourage engagement by persuading them to visit your website and display your marketing content.
- Increase the value of your sales funnel: Ultimately, one of the main goals of any search retargeting campaign is to increase conversions. Search ads can guide visitors along the buyer’s path.
Retargeting campaigns provide marketers with analytics data to help them improve their strategies. For example, you can find out which specific queries people use to find topics related to your offers. You can then use this data to create blog content and landing pages.
How to measure your retargeting campaigns
Ad networks like Google Ads or Facebook for Business offer you an analytics dashboard that you can use to monitor campaign progress. Pay close attention to these metrics:
- Impressions: The number of times your display ads were shown.
- CTR: The number of clicks your ads received divided by the total number of impressions.
- Cost per click: Your total divided by the total number of clicks.
- Click-through conversions: The number of people who clicked on an ad, visited your website, and then made a purchase.
- visits The number of people who viewed your ads and then came to your website.
If you monitor these metrics, you may need to adjust your bid strategy. For example, if your ads contain many impressions but few clicks, you may need to increase your advertising spend.
Not sure how to rate your ad impressions? We offer a complete guide to marketing impressions.
Tools that you can use to optimize your search retargeting efforts
There are many retargeting networks, but Google Ads and Facebook for Business dominate this area. Google controls about 88% of the search market, while Facebook has more than 2.4 billion active monthly users. Other platforms such as AdRoll and Criteo can also address users on the Internet.
Remarketing and retargeting are essential components of a modern paid search strategy. PPC specialists can help your brand identify the best platforms, bidding tactics, and keyword strategies to find new customers online.
Check out our current infographic to see how search retargeting fits into B2B sales and marketing trends.
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