Posted by Sanket Patel
May 10, 2012
Those who are search marketers have heard about search retargeting and most likely amiably let your counterparts on the display teams take charge. In this action, search marketers are right ever since when advertisers are managing campaigns for unique show ads and obviously search retargeting falls into the display camp. For search marketers, it can lead to missed huge opportunities to expand search campaigns. Search who are capped out on search and cannot afford certain keywords, search retargeting is one of the best tools. It is important to proper expectations and understanding must be in place to make search retargeting campaign winning in the eyes of a search marketer.
The Below given information is helpful for you:
1. Search retargeting will not perform and search engine marketing:
As we all know that search is one of the major performing forms of online advertising and it is important for search marketers to understand that search retargeting also uses search data and it will not perform and SEM.
For this, you can find two essential reasons:
As an influencer think for search retargeting for what consumers type in the search engine and important factor in your search conversion
The search data is extrapolated and used to power display advertising throughout the consideration phase. Ultimately, the consumers can also make his/her way back on search engine.
2. Get Information on how to measure search retargeting campaigns & give your feedback to partner
For search campaign, acknowledgment is extremely easy and if click leads to a conversion that click receives credit. Therefore, running display campaign means dealing with various touch points and paths to conversion.
Here, it is much difficult to tackle so you ensure to consider the following given points:
With Google when you are running a pay-per-click campaign, you are able to make adjustments and affect performance on the fly from a self-service interface.
If you are working with a complete service search retargeting partner then optimization is a joint effort between the search retargeting experts and the search marketer. Now, it becomes much important to communicate real-time campaign performance so adjustments can be made as wanted.
3. Influence your Assets and Experience but remain open to new ideas
For a while, if you are running a search marketing campaigns then might be you have been rotating of high performance text ads. To search retargeting, the existing text ads are easily transferable. There are some retargeting partners that have a system of placing text ads within display boxes so you are able to use the existing text ads from given campaigns.
Therefore, you make sure that these ads are viewable because there are some search retargeting companies which are purchasing exchange media. As we all are considering the difference between keyword lists for search and keyword lists for display. There are lots of shades to keywords based display media and it is important to be their needs clear to SEM to make the leap to display.
4. In order to monitor impressions, use ad verification software
There is an uncertainty about running exchange media since there are many search marketers who do not run display media on a constant basis. You can also use an ad verification company such as Double Verify and AdSafe in order to stop such uncertainties. By this way, you are able to keep your campaigns safeguarded from the “wild wild west” of exchange based display inventory.
As per the comScore, the consumer search activity is still on the rise. If the search grows then prices will increase and the Googles, Yahoo’s and Bings of the world will have superior control over pricing.
For those who are using search marketing, search retargeting is completely affordable extension. Nobody knows performance-driven media is quite pretty as compare to search marketers. Search marketers have to understand the advantages rather than passing an opportunity as it is connected with display.
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