Search Retargeting and who is offering it

Search retargeting is a combination of the advantages of the precise targeting of paid search (a.k.a. Google Adwords, Facebook Ads, etc.) with the high impact of online display advertising (banners, flash, rich media, video advertising).

Advertising data providers who offer search retargeting collect search data from various search engines, search toolbars, cookie users and other sources based on search terms. Then they are offering to the ability to target internet users, based on a specific keyword, a list of keywords or a topic cluster based on keyword groups delivering online display ads. The time delay between search and delivery of search related display ad can be up to a few days. The effect is, that search users receive highly relevant, impactful display ads a short period after their initial search.

Critics argue that searches may not be relevant to users after a short period of time. Paid search answers the immediate articulated need like no other advertising opportunity. However, the chance that a search represents a need that is valid for some time is much higher. Someone searching for a vacation or a certain product is probably in consideration mode and is evaluating options. Retargeted ads have a good chance to reach that person in due time to influence the purchasing decision.

Here are three hot companies offering search retargeting:

Chango, Toronto, ON, Canada, founded 2008
Chango is a demand-side platform (DSP) that targets an audience with dynamic display ads based on their recent search history. Simply import your existing keywords, bid prices, text ads, budgets, and CPA targets from AdWords to get your Chango search retargeting campaign live in minutes. The entire platform is designed to work with existing keyword lists, bid prices, and text-based ad copy. “It feels like AdWords for the rest of the internet,” says Chris Sukornyk, CEO and founder.

Magnetic , New York, N.Y., U.S.A., founded 2008
Magnetic offers a “Search Re-targeting Marketplace”. The data marketplace empowers advertisers and publishers to use search data as the key indicator of intent and re-target campaigns to the most relevant audience online. Magnetic has more than 200 million search profiles and works with more than 40 ad networks, agencies, and demand-side platforms, applying search data to all kinds of online advertising.
“It’s our goal to enable advertisers to reach customers outside of the search engine,” says Josh Shatkin-Margolis, CEO and founder.

Simpli.fi, Fort Worth, Texas, U.S.A., founded 2010
simpli.Search allows search marketers to upload keyword lists along with CPC prices, and then target recent searchers across billions of display impressions.
“Simpli.fi enables online marketers to improve their advertising ROI,” says Paul Harrison, CTO.

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