Targeting 101: Search Retargeting vs. Site Retargeting | Criteo
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Targeting 101: Search Retargeting vs. Site Retargeting
Though they sound similar, search retargeting and site retargeting are two very different strategies. Let's take a look at when to use either.
What is search retargeting?
Search retargeting is when you serve display ads to users as they browse the web based on their keyword search behavior. Campaigns are set up with keywords that you choose and that are relevant to your business or products.
This kind of advertising is successful because it uses intent to connect with shoppers. The shopper may or may not know about you, but they are showing interest in a product or solution that you offer.
Search retargeting ads are based on display inventory, making them more affordable, particularly for highly competitive keywords.
What is site retargeting?
Site retargeting involves showing display ads to users who visited your site and then left without completing a purchase. It differs from search retargeting because it is not keyword-based and targets people who are already familiar with your brand.
Site retargeting uses information gathered during a person’s visit to understand their intent and serve ads that will encourage them to return and complete a purchase.
Can I use both?
Yes! Both types of retargeting can and should be used together to drive new site visitors and convert those browsers into buyers. These are cost-effective, high-ROI strategies that enhance your marketing budget.