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Search Retargeting - Major Players Other Than Simpli.fi? Adwords?

Discussion in 'General PPC Discussion' started by consultant, Feb 13, 2012.

  1. consultant

    consultant Newbie

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    Some services out there are offering "Search Retargeting" This is essentially targeting based on keywords used in search queries where or not the user actually came to your website or not (referred to as "Site Retargeting") The major service I've found that does it is Simpli.fi but they want a minimum $5K spend which isn't possible for small businesses. Anyone know of any other services offering it without such a high minimum spend?

    It appears Google Adwords does not offer this, or do they indirectly? Meaning, when matching your Display Network Ads, they use your Ad Group keywords. I would suspect this is based on those keywords appearing within the placement page's content. But Google would also know the top keywords use in searches that brought users to that page. If you use Webmaster tools you can see the top keywords for you site. I suppose they are both on in the same since to get ranked high on a particular keyword, that page needs to have that keyword on it, or in the url, etc. But I find it odd that there is no Adwords feature to do Display Network Targeting purely by the audience's keyword search history.

    I'm wondering how these other services are getting their data to offer "Search Retargeting?" Since they do not control Google or Bing, they don't have access to any cookie info for the major search engines. They would have to have access to referring search keyword data for a large network of high traffic sites. Even on the websites in the networks they are serving ads to, they don't control those websites so they can't read the referrer information to determine the referring keywords used in the search. Or do they? So how are they pulling this off?
     
  2. itsjustshelley

    itsjustshelley Newbie

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    Magnetic and Chango are other players for search retargeting. Magnetic has a $10K minimum spend. Not sure about Chango. Simpli.fi used to be around $250 but they may have already moved the needle up to a $5K minimum (they told me it was coming). Look for smaller ad networks to keep popping up.

    Bing offers Remessaging. It's essentially search retargeting on the Bing network. Google doesn't offer search retargeting yet...but it is coming soon.

    You are right that search engine search queries do play a part in how search retargeting works - but only a small part. Companies like Simpli.fi partner with hundreds of thousands of sites (some are HUGE sites) that also give them search query data as searchers move around the Internet from site to site. Example scenario...someone searches for lumber in Google. If the searcher clicked on Home Depot then searched for a specific type of lumber AND Home Depot happened to be in the Simpli.fi database...its just more data for Simpli.fi (the more they learn about searchers, the better optimized the campaigns get).