Book A Search Retargeting Demo With Our Team
In the marketing discovery calls, we discuss how keyword level targeting works outside the search engines, CPM & pricing for search retargeting, how we build the keyword set, and how we partner with agencies as well as direct brands.
Search Retargeting Results From Real Campaigns
Search retargeting reaches the same people who typed your keywords into a search engine, but everywhere else they go afterwards, and usually at a fraction of the cost per click you would pay inside the search auction. Every campaign below was built around keyword level targeting, and every one beat the cost goal the client set.
You’d Be In Great Hands. These Clients Are
Buying Intent Matters To Many Advertisers
But developing new ways to find those who are active shoppers or researchers can be challenging in a competitive marketplace. Google Adwords for years has provided the best means to serve Ads to people actively searches for a product, service, or anything an advertiser wants to convey. Choose your keywords, develop your Ads, bid on those keywords, and hit go. But those same shoppers only spend a maximum of 1 minute on Google or Bing.
We offer full visibility and control for each keyword targeted. Just like in search marketing, the ability to vary bids for each individual keyword is a must in order to achieve optimum results. And layering our search retargeting gives you the chance to reach those same people searching on Google Adwords or Bing Ads, but at a lower cost per click.
Search Retargeting allows you to speak to those same searchers, everywhere they go around the web.
Benefits of Search Retargeting
- Can tap into search engines and search bars including Bing, Yahoo, AOL and other popular websites and reach those people who performed search on the 1,000’s of websites and mobile apps we have access to.
- Target people at the individual level….not in just user groups
- Perform of look-back of searchers who have performed searches going back 1 hour to 30 days.
- Utilize the same Google Adwords data and keyword history to inform the targeted keywords you can go after with our search retargeting platform
- The expected Cost Per Click via search retargeting can be many times less expensive than the cost per click on popular search engines such as Google Adwords & Bing Ads.
- Makes the perfect compliment to Geofencing, Site Retargeting, and other Programmatic Display campaigns.
One personal injury client was paying $200 per click inside Google Ads. We targeted the same high intent terms through search retargeting instead and delivered a 0.168% CTR, above their goal.
Our search retargeting technology will allow advertisers to target shoppers and researchers based on specific keywords those individuals searched for via Bing, Yahoo, and other 3rd party search engines. Using search retargeting, advertisers are able to target prospects with display ads based on the searches they perform across the web.
Our Advantages:
- Keyword Level Bidding, Reporting, and Optimization: We offer full visibility and control for each keyword targeted. Just like in search marketing (SEM), the ability to vary bids for each individual keyword is a must in order to achieve optimum results.
- Variable Recency: We enable variable targeting and bidding based on the recency of the search event. For example, ads can be served to users who have searched within 15 seconds, 15 minutes, or 15 days of the time of their search. Recency is a major factor in optimizing to CPA, CTR, and CPC goals.
Programmatic Display Campaign Development
1
Digital Analysis
Here we perform a deep digital dive into your company to see how we can leverage programmatic for your business and your business objectives.
2
Creative Development
It’s time we deep dive into the various keyword opportunities that will translate into targeted increased traffic and above industry norm click-through-rates.
3
Programmatic Development
It’s time to begin developing your programmatic campaign from campaign tactic to targeting and even geographic targeting.
4
Analytics
We pull all our programmatic display data into a dashboard and review to begin our process of proactive optimizations.
5
Optimizations
Whether it’s changing targeting, removing domains not performing, or developing better creative assets, we take this part seriously.
Search Retargeting Reporting
For any search retargeting campaigns we run, we can track and measure the effectiveness of those campaigns at the keyword level including impressions, click through rates, cost per action, and much more.
If you are leveraging our location based technology to directly communicate and reach your desired audience, contact us on how we’d develop a granular campaign tailored to your business and organizational goals.
Frequently Asked Questions About Search Retargeting
What is search retargeting?
Serving display ads to people based on the keywords they have actually searched for, but on other websites and apps rather than on the search engine itself. You pick the keywords the same way you would in a search campaign, then reach those searchers everywhere they go afterwards.
How is this different from Google Ads?
Google Ads reaches someone during the roughly one minute they spend on the results page. Search retargeting reaches that same person for the days afterwards, across other sites, usually at a far lower cost per click. One personal injury client was paying around $200 per click in Google Ads for terms we then targeted through search retargeting instead.
What is the difference between search retargeting and keyword contextual targeting?
Search retargeting is based on what someone searched. Keyword contextual is based on what they are currently reading, so your ad appears alongside articles and pages about your topic. Search catches declared intent, contextual catches active research. Most campaigns run both, which is why this page covers them together.
How far back can you target someone’s search?
Anywhere from about an hour to 30 days, and the window is a lever rather than a fixed setting. Bidding can vary by recency, so a search from fifteen minutes ago can be valued differently from one fifteen days old. Recency is one of the biggest factors in hitting a CPA or CTR target.
Can I reuse my existing Google Ads keyword data?
Yes, and it is usually the fastest way to build a strong keyword set. Your search terms report already shows which keywords convert and which waste money. We take the winners into the retargeting campaign rather than starting from scratch.
How do you optimise a search retargeting campaign?
At the keyword level, with individual bids per keyword rather than one bid across a group. After launch we expand the winning keywords, blacklist domains that deliver impressions but no engagement, and adjust frequency capping and dayparting. Most of the gain comes in the weeks after launch, not at launch.
Does search retargeting work on its own?
It can. One commercial airline campaign used only keyword search retargeting and keyword contextual and delivered a $91 cost per acquisition against a $275 goal. More often it works best layered with geofencing and site retargeting, where it covers the research phase that location targeting alone misses.
How is performance reported?
At the keyword level, covering impressions, click through rate and cost per action, inside the same dashboard as your other channels. Keyword level reporting matters here because the whole tactic is built on individual keyword performance rather than an averaged campaign result.
“One pharmaceutical campaign reaching optometrists and ophthalmologists delivered a $12.68 cost per acquisition against a $100 goal.”
“A financial services campaign served 22.4 million ads and drove site visitors at $2.13 each, beating the client’s cost goal by 47%.”
Search retargeting can be the key differentiator in your business targeting the audience that matters the most to your company.
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