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Remarketing/Retargeting Explained & Top Seven Reasons Search Engine Marketers Should Use Search Retargeting

February 15, 2011

Google AdWords Remarketing is a commanding new technology that enables advertisers to place ads in front of visitors who have already been to their website and are now surfing other websites that are part of the Google Content Network.

For example, let’s assume that you own a hotel, or possibly an entire hotel chain. Let’s also assume that through various forms of advertising, you attract hundreds of visitors per day to inquire about your services. If you use remarketing, you can now re-reach these visitors when they are searching websites that are part of Google’s Content Network, which is an exceptionally large number of websites. In fact, according to Google, the Google Content Networks reaches 80% of global Internet users.

Google states that, “Remarketing is a great way for businesses to reach users who are likely to be highly receptive to their ads and special offers… It helps advertisers and websites get higher returns. It also means more relevant and useful ads for users, and more opportunities for your customers to receive special offers and discounts that may be of interest to them.”

Also check out the Top Seven Reasons Search Engine Marketers Should Use Search Retargeting

1. Reach more searchers. With search campaigns, the vast majority (typically 95%+) of users who searched on your keywords never make it to your site. Using search retargeting, advertisers can reach highly targeted prospects that have shown their intent by searching on your targeted keywords, but have not clicked on your organic or paid links.

2. Reach searchers more often. With search, your only opportunity to advertise to the searcher is when they are on the search engine results page (SERP) right after he/she searches. With search retargeting, platforms like can reach users up to 200 additional times in the month following their search, allowing for repetitive messaging to these in-market consumers.

3. Reach searchers more effectively. Search retargeting enables advertisers to serve fully branded flash and/or static banners, which deliver advertisers’ messages more effectively than plain text ads used in search.

4. Target expensive upper funnel, broad search terms. Upper funnel, broad search terms are very expensive in many verticals from travel to financial services to telecommunications. Search retargeting enables advertisers to efficiently target broad, upper funnel search terms that are critical to reaching consumers early in the purchase cycle.

5. Target competitive terms. Most marketers covet the opportunity to increase market share by advertising directly to users who are searching on competitive products. Search retargeting enables such competitive targeting (or “conquesting”) against a broad range of competitive terms.

6. Generate more search traffic. Studies, including this recent one by Yahoo!, have shown time and time again that exposure to display campaigns drives increased search traffic for your branded terms.

7. Manage more budgets. Search retargeting is the perfect opportunity for search marketers to leverage their expertise in keywords and keyword bidding into display advertising. Not only will this make their search campaigns more effective, it will allow them to manage more budgets…always a good thing for marketers!

One Comment leave one →
  1. February 16, 2011 12:56 am

    Remarketing is not a new concept, the idea of basically, trying again with a potential customer to finish up that conversion that you were trying to get them to complete in the first place. Now Google AdWords is offering the ability to segment, define and target different content network audiences for advertisers to try and remarket to.

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