• http://SEO-Website-Designer.com/ Tiggerito

    Could retargeting be used to block competitors out of the advertising space? If so, is this bad for Google as they may get less. Clicks.

    On most websites I now see the same business domination all ads. Why would I click as I’ve already checked them out months ago.

  • Pat Grady

    Excellent! Our clients often buy the hype (and misattribute it’s value), glad to see you discuss reality.

  • http://twitter.com/acker5 Alex Acker

    Search re targeting is good in theory however I’ve seen it perform wildly from successful to not even close. I agree that it’s purpose is to capture NEW users that are low within the purchase funnel, however the method in which certain vendors/networks hit users varies so I would investigate the processes before investing.

  • Steve Masters

    “It works by finding those individuals who have searched for a term
    relevant to your business, but who have NOT yet visited your site.”
    That is not search retargeting, it is what Adwords has always done. People search for something, your ad appears as a result. It’s targeting, not retargeting.

  • http://twitter.com/daxhamman Dax Hamman

    Tiggerito – Not really. You could have a high saturation campaign for anyone that has searched for competitors, but unlike SEM, you can’t simply bid higher and own all the media. Nice idea though.

  • http://twitter.com/daxhamman Dax Hamman

    Hi Steve – there are similarities, but because the ads are shown away from the search event itself, it is the action of the search that is being retargeted. But I am not married to the term by any means! If we could go through the search retargeting big bang again, I wouldn’t have called it ‘search retargeting’.

  • http://twitter.com/daxhamman Dax Hamman

    Alex – completely agree! If not done right then it can fail miserably. You need keyword-level capability and really smart people. Our algorithms are great, but smart client services people make a big difference. The entire RTB industry is less mature than many think.