Search Retargeting | TurnClick

What?s Search retargeting?

Showing up on a search engine results page (SERP) has the tendency of reaching those who are information or task oriented. Display ad marketing often reaches desirable profiles but it?s never known if the profile has an immediate need or interest in your product or service. The quandary within display advertising isn?t the lack of being able to reach an internet user, the dilemma is being able to display relevant messaging to relevant users within a relevant time frame. Search retargeting?brings the above ideas together by using search query history as a way to signal intent and is followed by using IP address tracking to then target the unique user via display advertising while they surf the web. This powerful form of display advertising is all about increasing relevancy and subsequently the performance and impact of banner ads served to internet users.

Take today?s typical consumer buying cycle for example:

1) Develop a need or desire

2) Research online for options to satisfy that need or desire (Search)

3) Consider the options discovered while researching (Time-span of minutes to months)

4) Purchase

5) Review purchase (Voluntary task)

The 3rd step of the consumers buying cycle is where search retargeting has a huge impact on the success of your marketing mix when? compared to that of your competitors. There is a positive relationship between the length of time a consumer spends considering his/her options and the price-point (i.e. cost) of the item the user is considering to purchase. Therefore, the larger the ticket price, the longer it takes to make a purchase decision and the more imperative it is to keep your brand top-of-mind to get that big sale.

Search retargeting allows us to shadow the consideration phase of the buying cycle which subsequently complements other marketing efforts (e.g. PPC or SEO) and thus leads to more sales. The data obtained through search retargeting includes: the keyword, the IP address and the time the user made the search. This gives us the ability to target just the individuals who have recently searched for a specific keyword. In a sense, the consumer has raised their hand and pre-qualified themselves as a worthy candidate for products or services related to the keyword searched. The only filter left to further qualify the user as a candidate is to determine if they are within the desired geographic market area and because we are targeting ads via IP address, determining the location of the candidate is a very simple task. The question now is: Why wouldn?t you want to stay top of mind while consumers consider their options?

What?s the setup look like?

The setup is much like the preparation for a pay-per-click campaign, we set-up ad groups that consists of relevant keywords that will indicate a propensity for your business. We then design tailor-fit banner ads that relate to the keyword, product and user being targeted. Next we define the DMA?s or geographic market areas ?in order to target users based on their IP address location.

This process allows companies to keep their brand in front of consumers after they have shown a propensity for their products or services showing your brand, highly targeted messaging, promotions and call-to-actions. In the marketing world,?Search retargeting?is a game changer.

• Only target individuals who have shown a propensity for your product

• Achieve higher click-through rates than traditional display advertising

• Map your market-penetration geographically

Another important aspect to mention is that there comes a point when a company?s pay-per-click (PPC) program is as effective as it?s going to get, mainly because there is only so much search volume available. The average amount of time users spend searching on search engines like Google equates to 21% of total time spent online; the other 79% of time is spent surfing: reading online news, visiting websites, socializing, etc? (as of February 2013, http://www.go-gulf.com/blog/online-time) Search retargeting will maximize your business?s digital marketing mix by following the natural tendencies of a consumer?s buying cycle.

Source: http://www.turnclick.com/blog/incorporate-the-effectiveness-of-search-with-the-reach-of-display

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