search_retargeting-2To put it simply, search stats are a great indicator of consumer intent. You can’t argue with the stats: Google alone handles over 40,000 searches every second. To put that into perspective, that’s 3.5 billion searches every day and 1.2 trillion each year. Businesses plow millions of dollars into market research, yet one of the most powerful pieces of market research lie at our fingertips. And, quite often, the data is free.

That’s why search retargeting is so powerful. When you take the masses of search data out there and combine it with creative, intelligent digital advertising, the results can be outstanding. As we know, with online advertising, context is everything. As such, advertisers can use search retargeting to drive huge amounts of customer acquisition, not to mention acquiring new leads and a new audience.

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Flexibility is important too. The right search retargeting strategy can allow you to deliver real-time advertising messages to the right people. It can also predict consumer trends and increase engagement, which really is the most important metric to measure where advertising campaigns are concerned.

To summarize, search retargeting is a sophisticated form of digital advertising that can transform click-through rates and, thus, revenue. This is about reaching out to active prospects, since you know that a certain demographic has already shown an interest in something relevant to your business. Traditional forms of advertising frequently lead to wasted spend, but search retargeting is much more precise. Even a contextually targeted ad, though they’re more effective than most ad forms, are often quite expensive and don’t necessarily reach customers who are already relatively far down the sales funnel.

As with most search-related topics, your keywords will be crucial. There is no magic dust here; it’s just a case of common sense. Put yourself in a prospect’s shoes and work backwards. And once you’ve chosen keywords to target, don’t forget to monitor their performance. Despite intuition being the best starting point, relying on that would be dangerous. After all, your customer’s chosen keywords may surprise you.

Topics: Search Retargeting, retargeting platforms, SEM

Eric Greener

Written by Eric Greener

Founding partner at ExactDrive and happily married father of four.