Posted by Dan Malachowski, Senior Marketing Strategist
This holiday, many advertisers are integrating search and performance display to find the right shoppers at the right price. In planning your holiday performance marketing strategies, think about supplementing your search campaign with search retargeting.
The power of retargeting lies in the ability to use search to identify participants who are interested in your brand (but didn’t purchase yet) and follow those participants beyond the search engine. Retargeting can be especially effective in broadening the reach of search brand keywords. For instance, brand keywords drive strong search ROI but can be limited in scale. Retargeting boosts the scale of brand keywords as advertisers can retarget (with display ads) shoppers who searched for their brand/product names, but did not take action from the search results page.
At Performics, we’re combining performance display with offer testing. This has been particularly effective during promotional periods like Back to School (for one advertiser we drove a 200+% increase in Back-to-School sales YoY). When retargeting for holiday, advertisers should employ a variety of different display ads to support offering testing and product messaging. The shopper has already indicated that he’s interested in your brand because he searched for your brand keyword; a display ad with a compelling offer could close the deal.