Why Smart Search Marketers Are Using Search Retargeting
How Search Retargeting Can Benefit Search Marketers
A lot of search marketers are missing out on a big opportunity: Search Retargeting.
First, a quick primer: Unlike Site Retargeting, which is designed to bring users back to previously visited sites, Search Retargeting serves display impressions to users based on their search terms. And this means that, unlike Site Retargeting, Search Retargeting leads to new visitors and harnesses the same power of user intent that makes search marketing so effective. Simply put, Search Retargeting can be a phenomenal tool for generating leads, increasing brand awareness, and competitor conquesting.
Indeed, Search Retargeting is now one of the most effective ways to buy media, and it’s rapidly changing the way display campaigns are run. Chango’s “Search Retargeting Barometer, Q3 2012” found that two-thirds of our clients are moving money from conventional display budgets to finance Search Retargeting campaigns. And those who try Search Retargeting seem to like what they see. Our survey found that two-thirds of clients think it’s likely that they’ll increase their budgets for Search Retargeting over the next six months.