Google is now enabling a common display targeting method for search ads.
Google has recently announced a beta program called Remarketing in Search, which aims to take the benefits of remarketing and leverage them within the SERP (Search Engine Results Page) environment. The idea is simple: create remarketing lists as you do with display, but leverage this customer knowledge to impact you’re messaging and bidding strategy within your SEM campaigns to improve performance.
Remarketing - or retargeting - is now an established tactic leveraged by many (if not all) digital marketers trying to maximize conversion activity. Retargeting, in its simplest form, is the practice of delivering display advertisements to users who have visited owned content in the past, in order to get them to come back and take action.
Retargeting on its own has many layers of complexity, including, determining which pages to track and which to exclude, developing relevant “cookie pools” against the tracked pages, and what creative messaging to deliver to each cookie pool.
However, one constant is that remarketing has always been managed in the realm of display media, and we couldn't target previous visitors within the SERP landscape with a paid listing ad. That’s changing. This change, along with the phase out of Google Product Search in favor of Product Listing Ads could alter the SEM landscape as we know it.
The benefits to leveraging remarketing within search are straightforward and include:
While exciting and definitely worth testing, there are a few standards that need to be managed in order to leverage the opportunity:
This article was originally published on Search Engine Watch.
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Ted Rooke is vice president of media services for Response Mine Interactive (RMI) and is charged with the expansion of the firm’s media expertise across the digital services division.
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