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Search retargeting is similar in working mechanics to retargeting because you only show a display advertisement to users after they have taken a specific action. In the case of retargeting it is when the user has previously visited the client's website. With search retargeting a display advertisement is only shown if the user has previously searched for a keyword or keyword phase that is being specifically targeted by the client.
The below example outlines how search retargeting helps plug up the holes in search engine marketing campaigns and builds a bridge with a client's display advertisement strategy. Search retargeting merges the power of search intent with the ability to repeatedly show a client's brand to people that have previously expressed interest by searching for specific keywords or phrases. Keep in mind that you can also display dynamic ads to users, adjusting the advertisement in real-time based on the specific keyword or keyword phase that was previously searched. Check out 2 Search Retargeting Mistakes To Avoid.
Lets take the following example. A hotel chain that is running a search engine marketing (SEM) campaign analyzes their campaign's results and pulls together the top 75 performing keywords and keywords phrases. They then come to ExactDrive and create an online advertising campaign and pixel made up of the same 75 items in the list. This means that users will only be shown a display advertisement or personalized dynamic ad if they have previously searched for one of the keywords or keyword phrases in the campaign's keyword list.
A user visits a search engine and conducts a search. The search happens to be for a keyword that is included in the campaign's keyword list. When the user is done searching they leave the search engine and surf around the Internet. As they visit websites they are a candidate to be shown a display advertisement for this campaign based on their previous search history.
For instance, a person searching for "weekend hotel deals in Chicago" (lets assume that this keyword phase is in the campaign's keyword list) has shown interest and intent and is now a qualified potential customer that will be shown a display advertisement on the client's behalf.