Thursday, June 21, 2012 by Bryan
Simply put, the cat’s out of the bag when it comes to search marketing. Search engine optimization (SEO) and search advertising are no longer obscure terms. The “early adoption” window when web-savvy businesses could stake uncontested claims to valuable search results—whether through ads or through search rankings—has pretty much closed.
All this makes smart and time-tested yet cutting-edge premier search engine marketing strategies (and an Internet marketing agency that knows how to employ them) more important than ever.
It also makes going beyond SEO and search advertising key for ambitious companies who want take full advantage of the next wave of lucrative search engine marketing capabilities before their competitors reluctantly join the fun.
That’s the goal of search retargeting—the ability to target potential customers and clients based on their search histories. We’ll explain.
The beauty of search engine marketing is the way it connects with users who already have expressed interest in your products or services. Compare that to the scattershot nature of TV or radio advertising. Sure, if your company sells sports equipment, you’ll probably have decent luck advertising during the NBA finals. But it’s still a shot in the dark compared to consumer engagement made possible by search retargeting.
Retargeting is basically a way to follow up on that expressed interest. Where site retargeting gives you data about which pages a user has visited, search retargeting shows what search terms a person used to find such sites. Retargeting allows you to post, say, a display ad targeted toward someone who has specifically gone through the trouble of typing out their desire for a product or service like yours.
The first step toward incorporating search retargeting in your marketing strategy is to have a reliable online advertising company on your side that will take the reins and encourage best practices. The concept of search retargeting is here to stay, so any investment made into this progressive marketing method will be worth your while.