Redefining Retargeting for Retailers – Bringing Search into the Mix
Dax Hamman's recent post on the eTail blog offers a fresh take at the definition of 'retargeting' and highlights the common misperception that all 'retargeting' is just site retargeting. Dax goes on to explain:
"Those who think all retargeting is site retargeting really need to know about search retargeting, the most powerful retargeting tool available. Search retargeting attracts new customers by serving display ads based on a user’s search terms in Google and other search engines.
Search retargeting is somewhat similar to what Google does when it serves text ads next to searches; it’s about using search terms to understand the user’s intent, and then serving ads that speak to that intent. The difference, in this case, is that on Google, users see those ads right next to search results. Search retargeting campaigns show display ads based on searches as users browse around the web. In addition, Search retargeting companies buy media across Google and many more publishers."