In an infographic about the cost of running an SEM program in Google AdWords, the people at WordStream reported the top 20 terms that had the most costly clicks. Ranging from $54.91 for ‘insurance’ to $27.80 for ‘cord blood’ it highlighted the significant challenge many SEM marketers face, particularly in the finance, legal, education and medical sectors.
But there is a solution.
With the use of search retargeting, talking to those same searchers can be achieved at a fraction of the cost. Chango prices search retargeting on a dynamic CPM but given that the search retargeting landscape is less competitive than AdWords and the CTR being higher than typical display, the resulting CPC is much, much lower than your SEM programs.
As an example, the term loans will cost $44.28 in AdWords, but by conservatively forecasting the maximum effective CPC to just $2 in Chango – a saving of over 96%.
Search retargeting is not a replacement for your total SEM program, but is quickly becoming a regular supplement for the smart marketer. It targets those people who are searching for the terms relevant to your campaign, but who have not yet visited your site.
Customers use search retargeting to target the people who are not clicking their SEM ads or the SEO links, and some will even remove the most expensive terms from their SEM program totally and use search retargeting exclusively on those words & phrases.
Using the data above, on the term ‘insurance’ a client could generate just 182 clicks from AdWords, or 5,000 clicks from Search retargeting.
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