Why search retargeting should be your top biddable media priority in 2014

Search retargeting is the hot topic in biddable media, but why are so many brands and advertisers looking to get involved in this latest biddable trend?

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There’s no doubt that in the Biddable Media landscape, search retargeting has become somewhat of a buzzword amongst both clients and advertisers. It was a topic of discussion that many were interested in at our Biddable World roundtable last month and it is a topic that we expect will become increasingly prominent over the course of the year.


But why are more and more advertisers putting search retargeting at the forefront of their biddable strategy? We explore the five key reasons why biddable media managers have this topic as their primary focus in 2014.

Targeting pre-qualified users.

Search retargeting gives advertisers the ability to retarget users who have previously searched for an advertisers keywords on Google, even if they haven’t visited the advertiser’s site previously.

This means that advertisers can communicate with consumers who may be engaged with the product, but not necessarily with the brand. This means that brands can introduce themselves to a consumer that they know is already in the purchasing cycle.

Improved prospecting.

Search retargeting allows advertisers to increase their reach by targeting users who demonstrate similar behavioural traits to the to your target consumers.

As a result, it is easy for those brands that communicate with a specific demographic to increase that reach more effectively. This prospecting often has higher conversion rates than other forms of audience targeting, as well as lower costs.

Combat rising CPCs on generic keywords.

Many advertisers, particularly those in competitive markets, are facing increasing cost per click rates on generic keywords.

Search retargeting allows advertisers to essentially bypass these costs by moving to a more efficient platform. By targeting those customers who have previously been engaged with your keywords at an earlier stage in the buying process, you can target those consumers at a lower cost and at a stage where they are closer to conversion, resulting in reduced CPAs.

Understand the true source of a lead.

Search retargeting makes it easier to accurately attribute the source of the lead to the right marketing channel.

If you use the right provider, it is possible to fully track a lead at both post impression and post click interaction level. This gives advertisers a complete view of the effectiveness that search retargeting has had across all online channels, rather than simply attributing sales to the “last click”.

Targeting users when they’re ready to convert.

Search re-targeting is an extension of traditional display media, which allows advertisers to bid in real-time and target users when they are ready to convert.

This means that advertisers can dramatically increase their conversion rates by targeting consumers that are more qualified and much further into the buying process.

Want to know more about the opportunities that search retargeting offers your brand? Get in touch to find out more.

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  • Captify commented on February 21, 2014:

    Great post. Search Retargeting is one of the most exciting developments in the digital advertising world, but advertisers must ensure that their partners have the right kind of data that is fine tuned to their target market.

    When looking at Search Retargeting, make sure you’re ‘buying local’ and your partners have first party data in the market you are trying to reach.

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