Search re-targeting targets user audiences based on keyword searches they have previously conducted on search engines such as Google, Yahoo or Bing. This strategy can provide a great one-two punch by aligning your search engine marketing (SEM) and display advertising, mixing the power of intent with repeated brand exposure.

Search re-targeting allows you to show banner ads across the web to people who have recently searched for keywords that are relevant for your business.

Usage Study One (Hotel)
A hotel that is running a search engine marketing (SEM) campaign analyzes their campaign’s results and pulls together the top 75 performing keywords and keywords phrases. They then come to MEDIATA and create an online campaign and pixel made up of the same 75 items in the list. This means that users will only be shown a display advertisement if they have searched for one of the keywords or keyword phrases in the campaign’s keyword list.

A user conducts a search – their search is for a keyword that is part of the hotel’s campaign keyword list. With the search completed, the user leaves the search engine and surfs around the Internet. As they visit websites the user becomes a candidate to be shown a display advertisement from this campaign based on the data from their previous search history.

For example, a user searching for “weekend hotel deals in Auckland” (assume that this keyword phase is in the campaign’s keyword list) has shown interest and intent and is now a qualified potential customer that will be shown a display advertisement on the client hotel’s behalf.

How Does Search Re-targeting Work?

With search re-targeting a display advertisement is only shown if the user has previously searched for a keyword or keyword phase that is being specifically targeted by the client.

Users perform a search
Potential new customers search for keywords related to your business. For example, for a shoe store, “pink shoes” would be a highly relevant and frquently keyword or phrase.
Data is collected anonymously
A data cookie is placed in the users’ browsers after they have performed a search. This process enables users to be contactable and creates audience segments in real time.
Users see your ads
When your campaign settings match the audience segments, users are identified and see your ads displayed on Facebook or on any website they’re browsing.

Why is MEDIATA Search Re-targeting so efficient?

The vast majority of users looking to make a purchase complete online research before they consider buying and they prefer search engines and keywords. This makes search a powerful intent indicator.

Unfortunately, the inventory available for advertising in search engines is at best limited. Also, with advertisers competing for top positions, both organic and paid listings can become prohibitively expensive.

MEDIATA’s Search Re-targeting goes beyond traditional search engine marketing and leverages the low-cost display advertising inventory. Because our system takes full advantage of display inventory and search signals for targeting, search re-targeting is a highly efficient way to reach potential new customers for brands and business.

Want to know more about re-targeting?

Simply get in contact and we will devise a strategy as to how best bring this efficient and dynamic system to your products or services and begin improving your profitability.

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