Shimon Sandler

What is Search Re-Targeting?

Revenue Science has a great behavioral marketing product called Search Re-Targeting.

Here’s how it works:
First, Advertisers need to place tracking code on the landing page and confirmation page.
Then let’s say someone searches for “cellphones” on Google. And, they click on your Google Ad, and are taken to your website. They are instantly “tagged” (cookied). Then, they leave your website without converting. And, they continue to surf around the internet. Then, they land on a website within the Revenue Science network of hundreds of sites representing 30 billion impressions per month . They are show your text ad on that webpage. Maybe you decide to offer a special discount for these re-caputured customers. Just write it in the Title of the Ad. When that visitor comes back to you from that “search re-targeted” ad, they are much more likely to convert.

The visitor to your website is cookied for about an 8-week period. If they surf around your website and leave without converting, then once they go to another website that is within the Revenue Science network, they are “remembered”, and served a text ad based on their prior surfing behavior. More specifically, they are served one of your ads.

Search Re-Targeting ads are Text only. The ads look similar to Adsense. The creative requirements are:
Headline: 50 characters
Description: 250 characters (maximum)
Display URL: 80 characters (maximum)
Destination URL: No limit

Pricing is based on a fixed PPC model. The CPC is determined by calculating 50% of the average CPC in your industry. Optimizing campaigns can be done thru writing compelling Text Ads, testing landing pages, and testing category buckets.

Think of Search Re-Targeting as kinda like insurance for your Paid Search (PPC) campaigns. You can extend the reach of your Search Marketing dollars to an additional network of sites.

Search Re-Targeting has higher conversion rates than traditional PPC Search Marketing. One of the reasons for this is because advertisers can “re-message” their ad during the most pivotal time of a target audience’s decision cycle to a “pre-qualified” audience. Eg: offering a special discount.

Oh, and a last thought….
I would think that Search Re-Targeting is a way to minimize click fraud by only showing ads to a pre-qualified audience.

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Comments

  1. Shimon … interesting company. I just called them and guess what … no one to pick up the phone. I selected to speak to a sales person and they transferred me to a voice message. Let’s see how long it will take them to get back to me.

  2. Thank you for your interest in Revenue Science.

    Please call me anytime; my cell phone is 425-442-1444, and I will be available to talk 24/7.

    Again, thank you for your interest in Revenue Science and Search Retargeting.

    Michael Magnano
    Director of Sales
    Revenue Science, Inc.
    425-216-1891 direct
    425-442-1444 mobile

  3. Hi Igor,

    Looks like you have a dedicated rep now. 😉 If you use them, I’d appreciate it if you could let me know how the campaign performs. It’d make for an interesting post.

  4. Hi Shimon, you raise an excellent point when you say that retargeting can extend your search marketing efforts. Just think… you’ve put all that effort into getting visitors to your site through search, and when they don’t convert it’s frustrating. Now, with retargeting, you can attract them back shortly after they have left. Smart idea. Something also to consider is displaying your ads across multiple content networks. Here’s an example of how this can work http://bit.ly/aqE6hs.

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