Track them
while they’re hunting.
Reach more searchers, more often, and more effectively with
our industry leading keyword-level search retargeting tactic.

What is keyword search retargeting? Search retargeting is an incredibly effective tactic that combines the power of search and the impact of display advertising. By tracking the web searches of target customers, advertisers can leverage intent data captured during the search process, which is known to be highly effective in targeting potential customers. With keyword-level search retargeting, advertisers can strategically target prospects with display ads based on their previous web searches, ensuring relevant and personalized messaging.

One of the key advantages of search retargeting is the level of visibility and control it offers. Advertisers can implement keyword-level bidding, reporting, and optimization, allowing them to have a clear understanding of the performance of each targeted keyword. This granular control enables advertisers to maximize their advertising effectiveness by optimizing towards specific goals such as CPA (Cost Per Acquisition), CTR (Click-Through Rate), and CPC (Cost Per Click).

Another aspect that sets search retargeting apart is the flexibility it provides in terms of recency targeting. Advertisers can tailor their bidding and messaging based on the recency of the search event, allowing them to reach potential customers at different stages of their buying journey. This means they can target users who are actively researching a purchase, catch them at the point of purchase, or even time their messaging for after a purchase as part of a loyalty strategy. This range of recency targeting empowers marketers to place the right ad in front of the right person at the right time, ensuring the maximum impact of their advertising efforts.

In summary, search retargeting offers a powerful and effective way for advertisers to connect with potential customers who have shown intent through their web searches. By combining the effectiveness of search and the brand impact of display, advertisers can leverage keyword-level targeting, optimize towards specific goals, and utilize recency targeting to maximize the effectiveness of their advertising campaigns.

From location, contextual content,
keywords searched and browsing behavior, recency means everything in marketing.

Recency defined

If you ran a pizza delivery service, who would you pay more to advertise to: a person locked into a “Pizza Lovers” segment, or someone you know searched for pizza delivery in your ZIP code two seconds ago? In this case, the old saying “timing is everything” turns out to be true. Audience targeting value varies significantly based on when an action or behavior took place.

Variable recency

Second-generation demand-side platforms work around this issue by creating micro-segments based on time, but we live in a real-time world. By the time these micro-segments are made, users may have moved on from their intent. Using unstructured data, we retain the date and time stamp associated with every piece of data we can target, bid, optimize, and report on, allowing us to offer variable recency from instant recency up to 30 days.

Range of recency

Range of recency is important because not everyone needs to target someone who just took an action. Some marketers need to target people while they are researching a purchase. Others want to catch them at the point of purchase. And yet others might want to time a message for after a purchase as part of a loyalty strategy. Being able to leverage recency in pro-grammatic marketing makes it possible to place the right ad in front of the right person at the right time. Isn’t that what advertising is all about?

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