What is Search Retargeting?
Search Retargeting is a marketing strategy that analyses an individual’s online search history and user behavior to create personalized ads that get them to make a purchase or visit a company’s website. It is a kind of pay-per-click strategy where instead of targeting random users, the marketer or company targets users who are specifically searching for the product, service, or solution they offer.
How does Search Retargeting Work?
Search retargeting works through a straightforward principle. First, a company searches for the most-used or most relevant keywords and queries users’ input on search engines that match their target product, service, or solution. Then, it makes a list of all these keywords and queries and creates personalized ads using these same keywords or queries. For instance, a customer searches for running shoes. You sell running shoes and upon analyzing the customer’s user history find that the customer intent matches the products (running shoes) you have. Being notified of this user intent and interest, you create an ad campaign that offers the customer the product they are looking for in a way that seems customized and personal to them. This direct targeting matches the customer’s intent and sparks their interest in the product.
Important Metrics to Measure
To see if your search retargeting efforts are giving you the expected results, you must assess the following:
- CTR (Click-through rate): The number of times your ads received a click by users, divided by the total number of users who view your ad link.
- CPC (Cost-per-click): The amount arrived at from the total amount or cost charged for your clicks, divided by the actual number of clicks.
- Click-through conversions: The number of times a user clicked on your ad, visited and browsed your website, and made a purchase, leading to a successful sales funnel or conversion.
- Impressions: The number of times that your ads get displayed or shown to viewers, irrespective of being clicked or not.
- Visits: The number of times people view your campaign or ad and as a result, visit your website.
Purpose of Search Retargeting
- Engagement
- Awareness
- Increase in conversions