What is Search Retargeting?
Search retargeting is an advancement on Pay Per Click (PPC) advertising that displays ads to users who have searched for specific terms, but have not previously visited the website in question. Ad networks monitor these search patterns and subsequently display corresponding ads, be they native or otherwise, on affiliated websites. This approach enables brands to capture new audiences during the earlier stages of the sales funnel as compared to retargeting using site visits alone. Advertiser-specified lists of keywords, age, gender, and type of device used to access the website can be employed to enhance reach and engagement.
Some examples of search retargeting include users searching “budget smartphones” and display ads appearing on their webpages, “home décor ideas” banners targeted at users who searched the phrase, and native ads used on news websites for users who searched “fitness programs.”
Related Term: retargeting, display advertising, audience segmentation, programmatic