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Your professionally designed website is up and running. You’ve incorporated SEO elements and a PPC marketing strategy to ensure that you’re getting your fair share of search engine traffic. Is there anything else that you should be doing? Don’t forget about search retargeting.

Well, this is digital marketing—so there’s almost always something else you could be doing. In this post, we’re going to look at search retargeting and how you can use it to boost brand awareness.

What Is Search Retargeting?

We’ll start with answering this basic question for those less familiar with the digital world.

With standard retargeting, you place a piece of code on one of the pages of your site. When someone visits that page, the code tracks them. When they leave your site, they see ads related to products they searched for on your website.

Search retargeting works in a similar way. Except, instead of someone visiting your site, they search for the keywords that you’re targeting. From there, they’ll start to see ads related to your products or services in the search results and sites that you visit.

The idea behind it all is simply to bring more visitors to your site.

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Why Is This Valuable For Brand Marketing?

Well, let me ask you this. Do you hate ads popping up on your screen? I’m guessing your answer, like most normal people, is yes. Specifically, 83% of people agree that annoying ads should be blocked. Those same people did, however, say that they felt that ads had value. The key then is to focus on your audience’s interests for your brand.

That’s where retargeting comes in. 89% of consumers either have a neutral or positive response to retargeted ads. This is because the ads are showing them things they find relevant.

Search retargeting is useful in the fact that it allows you access to prospects during the research phase. Say, for example, that you’re a florist. You might want to drum up business for Valentine’s Day. You could target the term, “Valentine’s Day bouquet” or “Send flowers to my love.” You get the idea.

Why is search retargeting valuable for brand marketing

The point is that you get to create an audience with clear intentions. In this case, it would be consumers buying flowers for Valentine’s Day. You can then target different segments within that audience. Like, for example, those who want to buy roses for Valentine’s Day.

By splitting your audience into different subsections, you get a clear picture of what works for each segment. You get to learn a lot about your target audience. That information can then be used to build a well-targeted campaign.

Why You Should Start Using Search Retargeting

1) You Can Create A Targeted Approach For Every Campaign

Consumers have been demanding that marketers realize that they’re individuals. By honing in on specific search terms, you can create highly targeted campaigns. Say, for example, that you sell SUVs.

A young, single man might like the fact that the SUV can tackle different terrains. Would a new mom be as excited about that? Or rather more interested in safety? With search retargeting, you can create campaigns that directly appeal to the things each group is interested in.

2) It’s A Shortcut

To get the same level of personalized information from visitors to your site, you’d have to wait weeks. But by incorporating it into the search information, you have somewhat of a shortcut.

3) It’s Easy To Adjust Campaigns

It’s easy to adjust campaigns for search retargeting.

Thought of another key phrase that might work better? That’s no problem—adjust your retargeting campaign accordingly. You can even run split testing to hone in on the best keywords to use for your product and target.

Over time, you’ll build a list of high-performing keywords. You can also tailor your bids more effectively to better manage your return on investment.

4) You Get Insights into Your Audience

This is a great way to gauge your audience’s response to particular keywords directly and get information on specific keyword sets. You can also assign direct values based on the number of impressions and conversions.

As a result, establishing the cost per campaign and the return on investment is a lot easier.

Final Notes On Search Retargeting

Search retargeting allows you to use keywords to impact your results directly. Once you know what the most popular keywords are, you can use them on your site to boost results even more. So with that being said, if you haven’t yet utilized this digital marketing tool then you know what they say! There’s no better time than the present.

Categories:  Digital Marketing / St. Louis SEO

About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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