I’ve been reading a lot lately about search retargeting. We’ve already explained how plain old retargeting works, but search retargeting is a bit different. Instead of showing follow-up banner ads to people who have visited your website, you’re showing follow-up ads to people who have searched for specific terms on search engines.
To demonstrate how search retargeting works, let’s assume you own an online store that sells telescopes:
1. Your prospect performs a Google search for “telescopes.”
Of course there so many telescope retailers that most people will miss your company when they perform a search. This is to be expected.
2. The search for “telescopes” places a cookie on your prospect’s computer.
The cookie essentially “tags” the prospect so you can find them later. Don’t worry, the cookie is anonymous—it’s not tracking personal information.
3. The cookie allows you to show your telescope banner ads to the prospect as they continue surfing the web.
The prospect is obviously interested in telescopes, so your ads are actually relevant to them and more likely to be noticed.
4. Prospects click your awesome telescope banner ads and visit your store!
Once they visit your website, search retargeting has done its job—it’s up to you to close the sale. And now that they’ve visited your website, you can show them more follow-up ads using basic retargeting.
Who offers search retargeting?
Here are a few search retargeting companies you can check out:
- Magnetic—They claim to offer self-serve search retargeting, but you’ll have to contact them first to get an account set up.
- Chango—They offer tons of useful blog content, white papers, and other search retargeting resources.
- Simpli.fi—Check out their handy list of the top 7 reasons to use search retargeting. Simpli.fi also has a self-serve interface and an API…muy interesting…
Questions? Just contact us.