Display Search Retargeting Wish List, Part 2

Behavioral retargeting of individuals who use search -- to show the most relevant ad -- is a huge opportunity in search marketing. Yet there's room for improvement. Last in a series.

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June 05, 2009 Categories

Behavioral targeting offerings, particularly those from search engines, leave a lot of room for improvement. Last time, I started a wish list for the search engines. It continues here.

I’ve probably forgotten important features and elements that would make behavioral search retargeting products from the search engines even more powerful. But if the engines keep the lines of communication open with industry leaders on the agency, technology, and client side, they’ll get the suggestions they need. However, it’s important to realize that the technology’s power users will have a different preference as to the level of targeting and complexity than low-sophistication marketers. Yahoo made this mistake years ago when it changed its match types to “standard” and “advanced” because some larger dumb agencies and big-spending advertisers asked for reduced complexity. I hope all advertising product managers can learn from that mistake.

I anticipate we’ll see some significant advancements in behavioral targeting on the search marketing front in the next year or two. If you are a marketer, one way you can get your feet wet now is to start retargeting your current search visitors.

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