What Is Search Retargeting?

Understanding Search Retargeting: The Basics

Okay, so you're probably wondering what search retargeting actually is, right? It's not as complicated as it sounds, trust me. It's like giving your ads a superpower – the ability to follow people who've already shown interest in what you're selling.

Here's the basic idea broken down:

• Definition: Search retargeting is showing display ads to folks based on what they've previously searched for on search engines. Think of it as a digital "hey, remember that thing you were looking at?"

• How it's different: Unlike regular display ads that just kinda appear randomly, search retargeting is all about intent. You're not just throwing ads at everyone, you're targeting people who've actively searched for related stuff.

• Finding potential customers: It uses search intent to reach potential customers. According to Brafton, there are people looking for the products/services/solutions you offer.

Imagine someone searches for "best noise-canceling headphones." With search retargeting, they might then see ads for specific headphone brands or deals on electronics sites as they browse other websites or social media later on.

This approach is a good way to hook customers in, plus it can be a natural extension on your search advertising strategies.

So, how does this differ from site retargeting? Let's dive into that next...

Site Retargeting vs. Search Retargeting: What's the Scoop?

Alright, so we've touched on search retargeting, but what about site retargeting? It's important to know the difference, 'cause they work a bit differently.

Site retargeting is what most people think of when they hear "retargeting." Basically, you show ads to people who have already visited your website. They browsed your products, maybe added something to their cart, but didn't buy. These ads are designed to bring them back to complete that purchase or check out other things they might have missed. It's all about people who've already interacted directly with your brand online.

Search retargeting, on the other hand, is a bit more proactive. Instead of just targeting people who've been to your site, you're targeting people based on what they've searched for on search engines. Even if they've never heard of your brand or visited your website before, if they searched for something related to what you offer, you can show them your ads. It's about capturing intent before they even land on your site.

So, the key difference is the starting point: Site retargeting starts with website visits, while search retargeting starts with search queries.

How Search Retargeting Works: A Step-by-Step Breakdown

Okay, so you're probably wondering how this whole search retargeting thing actually works, right? I mean, it's not magic, but it kinda feels like it when your ads start popping up exactly where they need to be.

First things first, it all start with data collection. Specialized data partners, like Cross Pixel and Datonics, helps with this. They track user's search queries to build custom audiences. These data partners often use anonymized and aggregated data from various sources, including search engine queries, to identify patterns and build audience segments based on specific keywords or topics. Choozle mentiones that these audiences are based on keyword lists.

• You gotta have a keyword list relevant to your business. Think of it like casting a wide net to catch the right fish, y'know?
• These lists can include broad, exact, and phrase-matched keywords. So, if you're selling, say, custom-printed t-shirts, you might include keywords like "custom shirts," "t-shirt printing," or even more specific terms like "band merch printing."

Once these audiences are built based on search history, the ad serving process kicks in. This involves real-time bidding (rtb) in ad exchanges – it's like a digital stock market for ads. When a user who matches your search retargeting audience visits a website that has ad space available, an auction happens. You, or rather your demand-side platform (dsp), bid on that ad impression. Your bid is based on the value of that specific audience segment and the keywords they searched for.

• Your ads are then displayed on participating publisher sites, which are websites that have agreed to show ads in exchange for revenue.
• Winning bids are based on keyword relevance and value. The more relevant your ad is to the search query, and the value you place on that particular keyword, the more likely you are to win the bid – simple as that.

Benefits of Search Retargeting for Your SEO Strategy

Search retargeting isn't just some fancy buzzword, it actually gives your seo strategy a real boost, y'know? Think of it as like, another tool in your toolkit to get your site poppin' in the search results.

• Expanded Reach & Brand Awareness: It lets you connect with people who might not even know your brand exists yet. For example, someone searching for "eco-friendly cleaning supplies" might see your ad for your new line of sustainable detergents, even if they've never visited your site. This can increase brand recall by an estimated 80% compared to not seeing any ads.

• Capturing High Intent: You're not just preaching to the choir of website visitors, but reaching out to a whole new audience that has already demonstrated interest in your offerings through their searches.

• Reinforced Messaging: Keeps your brand fresh in people's minds, so they don't forget about you. Seeing your ad again after searching for a related term can reinforce your message and make them more likely to consider you when they're ready to buy.

• Drives Qualified Traffic: Gets them interacting with your ads, hopefully clicking through to your site. This traffic is often more qualified because it's based on their expressed search intent.

• Guides the Customer Journey: Ultimately, search retargeting is all about turning those searchers into customers. It guides them down the sales funnel, from just browsing to actually buying stuff, by keeping your brand top-of-mind.

Measuring Campaign Performance and Optimizing

So, what happens after the ad is served? This is where the real magic happens – measuring your success and making your campaigns even better.

• Key Metrics to Watch:

  • Impressions: How many times your ad was shown. This tells you how often your audience was reached.
  • Click-Through Rate (CTR): The percentage of people who saw your ad and clicked on it. A higher CTR usually means your ad is relevant and compelling.
  • Conversion Rate: The percentage of people who clicked your ad and then completed a desired action (like making a purchase, signing up for a newsletter, etc.). This is the ultimate measure of success.
  • Cost Per Acquisition (CPA): How much it costs you, on average, to get a customer through your retargeting campaign. You want this to be as low as possible.

• Analyzing Your Data: Look at which keywords are driving the most clicks and conversions. Are there certain audience segments that are performing better than others? Use this information to refine your keyword lists and audience targeting. If your CTR is low, your ad creative or targeting might need a tweak. If your conversion rate is low, the landing page might not be meeting expectations.

• View-Through Attribution: This is super important for retargeting. View-through attribution measures conversions that happen after a user sees your ad, even if they didn't click on it. For example, if someone sees your search retargeting ad on a news site, doesn't click, but then later searches for your brand directly and converts, view-through attribution can credit that conversion to your retargeting efforts. It helps you understand the full impact of your ads beyond just direct clicks.

Implementing a Search Retargeting Campaign: A Practical Guide

Wrapping up, search retargeting is like, giving your marketing that extra oomph, ya know? It's not a silver bullet, but it can seriously boost your campaigns if you get it right.

• Choosing the right dsp and nailing your campaign setup is crucial; think of it as laying a solid foundation. A dsp, or Demand-Side Platform, is a technology that allows advertisers to buy ad impressions programmatically across a vast network of websites and apps. Choosing the right one means finding a platform that offers the targeting capabilities, inventory, and reporting you need for your specific goals.

• Monitoring key metrics like impressions and ctr and tweaking your strategy is how you keep things fresh and effective. Regularly check your campaign performance and be ready to adjust your bids, keywords, or ad creative based on what the data tells you.

• View-through attribution is your friend; it helps you understand the full impact of your ads, not just the clicks. Make sure your tracking is set up correctly to capture these valuable insights.

And remember, it's all about testing, learning, and adapting!