Marketing Strategy Blog

What is Search Retargeting and How You Can Use it to Grow your Business

As consumers continue to become increasingly savvy and aware of advertising, it is important to make sure you are promoting your business in ways that are innovative and strategic.

As a business owner, you have at your disposal a variety of platforms on which to deliver your message. Between social media, search engine marketing, digital display, native advertising and more, including emerging technologies, how can you make sure your message is delivered to the right audience, at the right time?

After studying marketing and advertising in college and then going directly into the media industry once I obtained my degree, I realized I have a heightened awareness of the advertising all around me. However, as a consumer, I am aware of and ok with the fact that I am going to be advertised to as I consume media across all platforms. Because I am both a consumer and an advertising professional, I have a specific understanding of the need to put the right message, in front of the right audience, at the right time. And my job is to help my customers select the most strategic platforms, using tactics that are going to be impactful and produce results that are measurable. Follow along in this blog as I discuss, search retargeting and how you can use it to grow your business.

What is Search Retargeting?

Consumers are getting smarter, so as advertisers we have to get smarter as well. We have to be aware of where consumers are at in their buying journey and adjust our strategies accordingly. One tactic particularly adept at helping us find the right audience at the right time is search retargeting.

What is search retargeting? We’ve all heard of search engine marketing (SEM). With SEM, you can make sure your business shows up in front of those who are using search engines to find what your business has to sell. Ads appear to those who meet your targeting criteria and search for specific keywords. These ads bring new visitors to your website. SEM is so effective because...

  1. Consumers consult search engines more often than not before they make a purchase decision
  2. When a consumer is searching for specific products and services, they are close to a purchase

Retargeting Using SEM

With search retargeting, you can take the search tactic one step further and by placing your digital display ad in front of consumers who are searching for what you have to offer. Search retargeting delivers your display ad to a user based on searches they perform across the web. The user is identified based on individual search history and then retargeted with your message with the goal of bringing those consumers to your website.

Search retargeting is different from SEM because you have the opportunity to use a digital display ad to appeal to the customer and to provide a call to action, then give that user the opportunity to click through directly to your website. And, because you are reaching consumers based on their search history, you are putting a relevant, timely message in front of them.

Search retargeting allows you to take the guesswork out of where your message is being delivered and to whom. This tactic enables you to put your message in front of the right audience at the right time. Consumers are aware that they are going to be advertised to, it is our job to make sure the advertising message they see makes sense for them. By using search retargeting, you give your message the best chance of resonating with the right consumer and gives you the best chance to grow your business by reaching those individuals who, based on their search history, are in the market for what you offer. 

To find out more about search retarageting speak with one of our ad representatives today. Our marketing opportunities expand throughout Colorado, Utah, Nevada and California. Learn more about reaching the Swift Local Solutions audience today! 

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