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How to set up search remarketing?

[ Edited ]
Level 6
Level 6

Hi everyone.

Is it possible to remarketing campaign on people who've searched on a term you're bidding on but has not clicked your ad  and landed on your page?

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Accepted by Karl (Level 9)
September 2015

Re: How to set up search remarketing?

Badged Google Partner
Badged Google Partner

I didn't do very good there... Smiley Happy

 

Apparently, there are several programs/companies which offer search retargeting services. Seems like there is coding, etc. involved, that is then used to target search ads. 

 

Here are some articles from Search Engine Land if your interested... Each author seems to have a different opinion of what search retargeting is, which I'm sure will only lead to more confusion... Smiley Happy

 

http://searchengineland.com/retargeting-is-the-new-black-52263

http://searchengineland.com/how-to-maximize-sem-efforts-with-search-retargeting-86137

http://searchengineland.com/understanding-keywords-in-search-retargeting-107952

http://searchengineland.com/5-reasons-why-brand-marketers-should-use-search-retargeting-89890

 

 

 

 

Tom

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Re: How to set up search remarketing?

Top Contributor
Top Contributor

Hi Taewoo,

 

I think the best you could get would be to target 'Interest Categories' but this is not the same as your question.

 

Remarketing is based on tagging users who visit your site with a cookie and placing them on an Remarketing Audience List.  Without the cookies, you cannot remarket.  There are no other features I'm aware of for targeting by previous search behavior.

 

There are quite a few extensive discussions here (run a search for remarketing) that you can find all kinds of good information if you're going to start a remarketing campaign.

 

Hope this helps!

 

-Tom

 

Re: How to set up search remarketing?

[ Edited ]
Level 6
Level 6

Hey Tom

 

(Thanks as always).

 

There's this pdf file (page 6) .. let me quote:

 

"Search retargeting finds those individuals who have searched for a term on Google, Yahoo, or Bing that is relevant to your campaign. It is an acquisition tool in that it does not rely on targeting those people who have already visited your site"

 

This author makes a statement that site retargeting and search retargeting are different..  am I misunderstanding this?

Re: How to set up search remarketing?

Top Contributor
Top Contributor

Hi Taewoo,

 

Search Retargeting is a very interesting topic but I have yet to have any experience with it.

 

I can help in all sorts of ways if you want to talk about Adwords Remarketing. Smiley Happy

 

-Tom

 

 

 

 

Re: How to set up search remarketing?

Badged Google Partner
Badged Google Partner

Currently, you can only use AdWords remarketing code to remarket to users on the display network. Although, if you look through your search terms report, you may see some queries designated as "broad session based" (understanding match type section). Session based queries are, essentially automatic search retargeting, using a users session browsing history to target search ads. So, there is some level of search re-targeting/remarketing already going on with the system, if you use broad (and/or phrase?) match terms.

 

When you read about search retargeting, many of the authors are talking about their structures and approcahes to attempt to to do something you can't directly do within the program. Looking at analytics reports, and parsing the visitor data, some firms/individuals then use that information to try and re-target ads to search users, based on locations, behavior, etc., etc. At least as I understand search retargeting, it's more of a strategic concept, than an actual targeting method within adwords.

 

Tom

Re: How to set up search remarketing?

Top Contributor
Top Contributor

taewoo;

As Tom Jr. explained in his answer this quote is wrong (NO remarketing on search network). But I am giving you a star for the reading you did before posting a question. Not many on this community do some reading before posting, had they did, they would find valuable stuff, and that many questions had been answered already..Smiley Wink


taewoo wrote:

Hey Tom

 

(Thanks as always).

 

There's this pdf file (page 6) .. let me quote:

 

"Search retargeting finds those individuals who have searched for a term on Google, Yahoo, or Bing that is relevant to your campaign. It is an acquisition tool in that it does not rely on targeting those people who have already visited your site"

 

This author makes a statement that site retargeting and search retargeting are different.. am I misunderstanding this?


 

Re: How to set up search remarketing?

Level 6
Level 6

hi everyone.

thanks for the explanation

 

yes, i believe the PDF (if i understood correctly) is that Google is building up a user's search query in its database.. and letting advertisers advertise on the (content network) that matches that user.

 

so remarketing ON the content network based on the previous search queries..

 

is this possible?

 

Re: How to set up search remarketing?

Level 13
Level 13

Hey Taewoo,

 

This is not possible.

 

Asaf

Re: How to set up search remarketing?

Top Contributor
Top Contributor

Hi Taewoo,

 

That entire article is a marketing effort for Chango's service--search remarketing. I have no idea how they are able to do this, but they are offering this service. It is not available through Google.

 

Pete

 

petebardo -- Deadhead doing AdWords
Marked as Best Answer.
Solution
Accepted by Karl (Level 9)
September 2015

Re: How to set up search remarketing?

Badged Google Partner
Badged Google Partner

I didn't do very good there... Smiley Happy

 

Apparently, there are several programs/companies which offer search retargeting services. Seems like there is coding, etc. involved, that is then used to target search ads. 

 

Here are some articles from Search Engine Land if your interested... Each author seems to have a different opinion of what search retargeting is, which I'm sure will only lead to more confusion... Smiley Happy

 

http://searchengineland.com/retargeting-is-the-new-black-52263

http://searchengineland.com/how-to-maximize-sem-efforts-with-search-retargeting-86137

http://searchengineland.com/understanding-keywords-in-search-retargeting-107952

http://searchengineland.com/5-reasons-why-brand-marketers-should-use-search-retargeting-89890

 

 

 

 

Tom

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