Firstly, Advertisers need to add a tracking code on the landing page and confirmation page of their website. Next, let’s say a person searches for “camera” on Google, and they click on your Google Ad, and are taken to your website. Once this happens, the user’s internet browser is instantly “cookied” (tagged). Then, after the user leaves you site and navigates to any other website, they are greeted with YOUR display add AGAIN!
Search retargeting/Search remarketing marries the best of online display advertising and search engine marketing. It presents online marketers with the accuracy and efficacy of search and the reach and branding power of display advertising.
Search retargeting is a type of behavioural advertising method that targets an audience based on previous searches they performed on numerous search engines like Bing, Yahoo or Google.
Whilst search engine marketing is a method of placing online advertisements in the results of search engine results pages (S.E.R.P.), search retargeting attempts to increase the interaction with the SAME SEARCHERS when they move away from the SERP’s to other websites.
Using normal paid search campaigns – you may only see 2-5% click-through rate, and miss the users who are not clicking on your ads but clicking on the competition. In other words, it provides online marketers with an additional chance to create awareness with those searchers who originally searched on their targeted keyword-terms, but missed the click due to competition.
Search retargeting offers online marketers many benefits, including reach, control, and transparency. Furthermore, for many terms and verticals – search retargeting also offers the benefit of significant cost savings.
How to get started: Begin with a broad list of keywords, and include “high volume” keywords which might convert poorly on search. Search retargeting lets you to see how EACH keyword performs, so you need to pay close attention to what keywords are converting well and which ones are simply costing you impressions.
Once you start to see some traffic, optimize the converting individual keyword bids and other campaign settings for even better traffic volumes. The initial CostPerClick (CPC) for a campaign can be drastically improved from its original cost. The aforementioned is done by by optimizing the campaign against the keywords used, the websites on which the banners are displayed, the time of day, and various other factors.
It is imperative to keep in mind that your ads are now being displayed to your target customer. So they may click on your ad and not convert immediately, but search for your company later when doing further research. Search retargeting may boost lead generation in your organic and paid search efforts. You will also get a brand lift, and your company will appear larger than it is. A consumer may think that your company is everywhere, when really you are just retargeting them. (Mu-ha-ha-ha!!!)
Think of Search Re-Targeting as a bit like insurance for your Paid Search (PPC) campaigns. You can extend the reach of your Search Marketing expense to a further network of sites.
Conclusion: Search re-targeting has higher conversion rates than typical PPC Search Marketing.
The reason for this is because advertisers can “re-message/ re-market” their ad during the most crucial time of a target audience’s buying cycle.