This document discusses how search retargeting can transform businesses. It begins with defining search retargeting as using search query histories to target display ads. It then provides tips for launching a successful search retargeting program, including clear objectives, testing, and analytics. Finally, it outlines 10 ways search retargeting can transform a business, such as optimizing spending, improving ad relevancy, and providing competitive targeting opportunities. The key takeaways are that search retargeting is a hybrid model combining search intent data with display targeting, and requires an integrated approach across tactics for optimal ROI.

1. 10 Ways
Search Retargeting
Will Transform
Your Business
PRESENTED BY Netplus

2. Agenda
• Search Retargeting Defined
• Launching a Program
• Tips to Ensure Success
• 10 Ways Search Retargeting Will
Transform Your Business
• Q&A

3. Search Retargeting Defined
Search retargeting is about increasing the
relevancy and therefore the performance
of the banner ads served to searchers.

4. Image courtesy of Chango
How It Works

5. Search Retargeting Defined
• Display campaign retargeting
• Site retargeting
• Google retargeting
• Search retargeting through networks
• Search retargeting
A re-marketing progression ….

6. Where Search and Media Meet
• Search –often reaches those who are info
or task oriented
• Display –often reaches highly desirable
demos or profiles – but you don’t know if
they have an immediate need or any
interest in your product or service
• Retargeting based on search brings these
together to use search query history to
signal intent

7. Making Up For Lost Traffic
• Search
– Keyword “Porsche”
– Who is it?
– How much can we target?
– What is that click worth to us?
• Fill in traffic loss with retargeting
– Search retargeting
– Site retargeting

8. Search Retargeting Vendors
• Chango
• Magnetic
• Simpli.fi

9. Agenda
• Search Retargeting Defined
• Launching a Program
• Tips to Ensure Success
• 10 Ways Search Retargeting Will
Transform Your Business
• Q&A

10. Launching a Search Retargeting Program
• Clear Objectives
• Targeting
• Cost Models
• Strategy
• Keyword Selection
• Testing
• Optimization
• Analytics

11. Agenda
• Search Retargeting Defined
• Launching a Program
• Tips to Ensure Success
• 10 Ways Search Retargeting Will
Transform Your Business
• Q&A

12. Lessons Learned
• Allocate sufficient resources and time. Without them the lessons will
be absent, along with any meaningful results.
• Prepare creative thinking in advance
– Creative testing is just as important here
• Don't send potential customers to a site that isn't prepared to receive
them.
• Measure results across tactical elements to get an accurate read on
the program influence.
• Set conversion metrics, cookie windows, and the measurement of
view-through conversions in advance.
• Be wary of micro-targeting to new customers to the exclusion of
existing customers unless you've addressed them with other
program elements.

13. Agenda
• Search Retargeting Defined
• Launching a Program
• Tips to Ensure Success
• 10 Ways Search Retargeting Will
Transform Your Business
• Q&A

14. 10 Ways Search Retargeting
Will Transform Your Business
1. Search Retargeting provides a hyper –
focused, ROI positive addition to your
marketing tool box

15. 2. Search Retargeting has the potential to
optimize overall marketing spend by
reducing and shifting marketing dollars
from SEM on expensive keywords
10 Ways Search Retargeting
Will Transform Your Business

16. 3. Search and display have synergy, but
through Search Retargeting they truly
work together – lots of studies suggest a
halo effect, but this is the first time it can
be quantified effectively
10 Ways Search Retargeting
Will Transform Your Business

17. 4. Integration. The value shifts to cross-
discipline media folks, rather than silo-ed
search or display experts
10 Ways Search Retargeting
Will Transform Your Business

18. 5. Consumer ad relevancy is improved as
ads are more targeted to their needs.
This leads to improved performance and
efficiency.
10 Ways Search Retargeting
Will Transform Your Business

19. 6. Closes the loop – search retargeting
provides a rich set of feedback to
understand gaps in SEO and provide
further data points for SEM optimization
10 Ways Search Retargeting
Will Transform Your Business

20. 7. Takes your search efforts off the search
page to reaches consumers on highly
competitive keywords that you couldn’t
otherwise profitably bid
10 Ways Search Retargeting
Will Transform Your Business

21. 8. Creates an opportunity for competitor
targeting by focusing on competitor brand
terms and marketing phrases
10 Ways Search Retargeting
Will Transform Your Business

22. 9. Provides another tool and testing platform
•Attribution vs. single session models
•Additional Search tactic to target users at the
top of the funnel
Image courtesy of Eyeblaster
10 Ways Search Retargeting
Will Transform Your Business

23. 10.Leverages the concept of behavioral
targeting by utilizing search intent as the
actual qualifier
10 Ways Search Retargeting
Will Transform Your Business

24. Key Takeaways
1. Search Retargeting is a hybrid model that combines
the ability of search queries to signal intent with the
targeting capabilities of display media for optimum
ROI
2. Planning and implementing a successful search
retargeting program requires a new mindset with a
truly integrated approach across tactics and within
the team
3. Benefits can include:
– New opportunities in targeting
– Cost savings
– Actionable info

25. Agenda
• Search Retargeting Defined
• Foundational Elements
• Launching a Program
• Tips to Ensure Success
• 10 Ways Search Retargeting Will
Transform Your Business
• Q&A

26. CONTACT
Robin Neifield
CEO, Netplus
rn@netplusmarketing.com
t 610-897-2382
Thank You.