Target by keyword. Search retargeting focuses on audiences based on keyword searches they have previously conducted on search engines such as Google, Yahoo & Bing. This strategy is a great alternative to search engine marketing (SEM), because it allows you to deliver thousands of advertisements for the same cost as an ad for the same product/service that gets 1 click on a search engine!
How does search retargeting work?
With search retargeting a display advertisement is only shown if the user has previously searched for a keyword or keyword phase that is being specifically targeted by the client. The consumer can be served ads directly relating to the search, or even terms related to an advertiser’s primary competition (conquesting).
If you know your competition, and want to capture their current or potential customers, search retargeting is the product for you!