Search Remaketing Strategies presented in SEMPO conference Bangalore. Understand how search remarketing will help you to scale, increase brand visibility, improve ROI.

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Search Remarketing Strategies
Sudheer Dayanand
Head – Paid Search

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Whatever You Search, Customized Ads Will Follow

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Why Remarketing?
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Search Remarketing
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Your AD on
Google Search
Your Ad
Prospect Your Site Prospect leaves
Your Ad on Google
Search
Prospect Returns To Your Site

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How It Works
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90% of Users
Enable
RSLA in
Same Campaign

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Can We Target Top Position for All Keywords?
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User
Head Terms
Non Brand
Brand
CompetitionReviews
Lateral
Search
Cross Sell
Keywords

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Understanding Search Funnel
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Head
tail
Long
tail
Revie
ws
Brand
Non
Brand
Cross
Sells
Compet
ition

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Build Confidence
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Hyatt Bangalore MG Road
Over 50,000 Happy Customers
Long Stay - 10% Off
Hyatt.com/Bangalore
• Identify specific keywords which are used second touch and add remarketing list to that campaign
• Show customized ad copy to their need
1St Search and
Left the site
Added to
Remarketing
List
2St Search
Customized
Ad

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How About 1st Position For Competitor Keywords?
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• Duplicate competitor campaign
• Add remarketing list to that campaign
• Customize ad copy
• Highlight special offer
• Differentiator
• Set Target Position 1
Users Looking
for Competitor
Keywords
Website
Visitors
Targeted
Users
Looking for
Competition
Scenario: User left the
site and looking for
competitor keywords
Special Offer Ad
Target Position 1

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Head Tail Terms
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• Build campaign with Broad terms
• Add remarketing list
• Qualified ad copy
Search Terms Avg. Monthly Searches
Air Ticket 74,000
Car 301,000
Credit Card 40,500
Website 22,200
User Left the Site and
Searching with Head
Tail Terms
Target 1st
Position

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Advertising on Trending Terms
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• Pick a trending topic
• Add remarketing list
• Show your ad
Less
Competition
Low CPC
20K
Searches
Left the site and
searching with
trending keywords

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Cross Sell using Search Remarketing
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• Build a remarketing tag for flight customers
• Target Hotels and Cars campaigns only to
customers by adding remarketing tag
10% off for Yatra Customers
Get lowest rates for online hotel
bookings. Book Today
Travel.com
Tag all the users
who bought flight
tickets
Show Hotels and Car
ads in top position
only to users who
bought flight tickets
Flights Hotels Cars
Scenario: Low ROI for
Hotels bookings and
hence no Paid Ads

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Lateral Keywords
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Business Loan
Accounting
Software
Recruitment
Companies
Shipping
companies
• Build adgroups with lateral keywords
• Add remarketing list to that campaign
• Show qualified ad copy

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Search Remarketing Strategy Work Sheet
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Keyword
category
Messaging Bid Strategy Target
Position
Landing Page
Brand Trust, Reviews Aggressive 1 Testimonials, Ratings
Highlighted
Competitors Special Offers
Differentiators
Aggressive 1 Feature Comparison
Matrix, Offer
Industry
Specific Broad
Terms
Qualified Ad
Copy
Moderate 3-5 Core Benefit of the
Product/Service
Lateral
Keywords
Brand Specific
Ad
Moderate 3-5 Product Features,
Demo Video
Cross Sell
Keywords
Customized ad
copy
High 1-3 Product Features,
Demo Video

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Key Takeaways
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• Always build separate search remarketing campaigns rather than using
same campaigns
• High Conversion Rate and CTR and Low CPL
• Helps to scale your campaigns with minimal budget
• Ability to target top position
• Have brand presence for any keyword search
• Customize messaging since we know the user

16. Toll-free (US):
800-725-5507
Silicon Valley
2901 Tasman Drive, Suite 210
Santa Clara, CA 95054
Bangalore
No.1 BSB Business Centre,
1st floor, K.R.Colony, Domlur Layout,
Bangalore 560071
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Thank you!
Sudheer Dayanand
Head Pay Per Click
Twitter@ sudheer_sem
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