What Is Search Retargeting?



We have mentioned that retargeting is a cost effective and successful marketing tactic. It allows you to continue marketing your business even after a visitor leaves your site. There are multiple different layers of retargeting, like audience retargeting and behavioral retargeting. But, in this post we are going to talk about search retargeting!

Search retargeting creates the opportunity for a user to search your keywords, and without even having to visit your site, that user will come in contact with your ads. This is a form of behavioral targeting, and it is subtle and successful. Continue reading this post to learn more about search retargeting.

What Is Search Retargeting?

Search retargeting is a way to create and expand your audience based on your keywords. For example, if you were to type in ‘white running shoes’ into a Google search, you would be presented with Nike and Adidas advertisements on your social media accounts and other websites for a few days following. That could inform you that the companies have set up a digital campaign to introduce you to their advertisements automatically.

Now that you know what search retargeting is, let’s talk about how it works.

How Does Search Retargeting Work?

Basically, this strategy works through automation. Essentially, once a user searches for certain keywords, that companies advertisements will begin to display on the user’s social media, SERPs, and other places they visit on the Internet. If you are looking to set up a process like this for your own business, that is simple as well.

First, you must have a list of keywords that are relevant to your business. For example, if it were Nike, some example keywords could be running, sneaker, sports, durable, workout, shorts, etc. You could also obviously include phrases on a list like this. You can also choose whether you want to retarget to people who use similar keywords or phrases, or if you want to only retarget to people who use the exact keywords and keyword phrase. This part of the process could be referred to as creating your custom audience.

Next, you want to go to your search engine ads, or whatever software you are using to set up your display ads. You are going to use that software to set up your campaign. After you complete that, the software or search engine will use it’s data to display your advertisements to any users who search your keywords.

The general idea of search retargeting is that a customer will be searching for a product, see your companies ad, and purchase for your business rather than another. There are so many benefits that come with this strategy.

Search Retargeting Benefits

There are multiple different benefits that come with search retargeting. The following are just a few:

  1. Increase Brand Awareness
  2. Cost-Effective
  3. Appeal to Multiple Customer Groups
  4. Grow Audience (Increase Engagement)


Search retargeting is an amazing process. It allows you to expose your brand without your customer visiting your website. This process is based off of keywords, and it is automated. This means that you don’t have to pay close attention to who you need to present your advertisements to. We hope to have helped you further understand this process.

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