Want to reach many potential customers while staying on budget? Learn more about search retargeting and site retargeting and reach out to more customers needing your products, services, or solutions to increase your sales.
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.
Search retargeting matches a user’s intent by displaying an attractive or custom-like ad for a product, service, or solution that they are looking for. Companies looking to target ads to the right customers will see the keywords used in their online search history and create ad campaigns featuring the most-used keywords. These keywords are ultimately relevant to a company’s products or services, and customers using those exact or similar keywords get directed to the company’s website. At its core, search retargeting focuses on creating a successful sales conversion and a purchase.
Search retargeting is to attract new customers. To get regular customers or those users who already have shown an indicative interest towards a brand or company, another kind of retargeting known as site retargeting comes into play.
Difference Between Search Retargeting and Site Retargeting
While search retargeting matches a user’s keywords from their online history to create personalized ads, site retargeting create custom ads for those users who have already visited your website and clicked on a product or service or have some awareness of your brand. The main difference between search retargeting and site retargeting is that search retargeting is keyword-based while site retargeting is not.
Site retargeting analyses and uses prospective buyer’s information collected during their company or brand site visit to encourage them to complete or make a purchase. For instance, a user clicked on the ‘earrings’ collection in your online store and added an item to their cart but closed the website right after. Now, site retargeting reminds the user of their initial interest in the item through a custom ad. This ad feels like personal encouragement coming from the brand and sparks a re-interest in the said product or service. Site retargeting aims to re-engage or keep the user engaged in a product, service, or solution whereas search retargeting is the first shot at engaging a user towards the same.
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.
Purpose of Search Retargeting
The first aim of search retargeting is to spark user engagement towards the brand’s or company’s products, services, or solutions. By showing customers that you have the exact product, service, or solution they need, you show them that you care about satisfying them.
Even if customers show interest in your product or service, they might not necessarily make a purchase on the first go. After your first attempt to reach them through search retargeting, you must keep their awareness of your brand or company alive through site retargeting.
3. Increase in conversions
The ultimate aim of search retargeting is to encourage the customer to purchase from your brand or company website. By working towards sparking and building their interest at the right times, search retargeting aims to create a successful customer conversion, sale, and purchase.
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.
Benefits of Search Retargeting
Search retargeting is a low-cost and affordable marketing tool to reach a large number of users. By using search retargeting, companies or brands can increase user awareness, user engagement, which ultimately leads to sales conversion.
Search retargeting helps users connect with the brand and feel like the brand has the ideal solution to their needs. By matching the user’s intent, brands can make them feel special, as most users do not appreciate getting bombarded with generic ads or content. By gently nudging users towards your brand, you can steer them towards buying something that will suit their specific needs and generate a successful sale for you.
Difference Between Retargeting and Remarketing
While retargeting uses personalized ads to target users or potential new customers and bring them towards your brand, remarketing targets existing customers who are already aware of your brand through reminder emails. The medium of reach in retargeting is ads, while in remarketing it’s emails. Moreover, in retargeting new customers are reached, while in remarketing customers who have visited the brand website or added a product to their cart or have shown some level of engagement towards the brand is targeted.
Get More Conversions, While Sticking to Your Budget
The ultimate aim of any brand reach-out is to create a successful sale. Search retargeting is one of the few effective yet cost-efficient ways to reach new customers and re-engage existing ones. While generic ads or PPC services seldom bring results and instead annoy customers, targeted custom ads are a win-win for both customers and the brand.
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