We released our new search retargeting infographic today showing how search retargeting combines the effectiveness of search with the reach and brand impact of display. Search retargeting harnesses the power of both mediums to deliver highly relevant display ads to users who have expressed interest and intent.
Because user intent is indicated by the keywords used in a search, the process offers the greatest opportunity to increase share of voice outside of search engines among active information seekers and/or in-market shoppers. Search retargeting allows for a continued conversation with prospects that traditional search does not provide. Marketers typically deploy strategic keyword segments strategies such as branded terms, category terms and/or competitor keyword lists in targeting for best results. This value was recently evidenced by a case study on a search retargeting campaign for ADT Small Business.