Lionel White, Magnetic’s VP of Technology Operations, explores the different types of retargeting and how marketers should be using each type for their digital strategy. The biggest misconception is that search retargeting is a bottom funnel tactic, used for re-engaging current customers, when it is actually more of a mid-upper-funnel strategy that should be used for acquiring new customers.
Here’s an overview of Lionel’s latest Search Engine Land article,
Site retargeting is probably the truest form of retargeting because you are re-engaging current customers. Site retargeting is a bottom-of-the-funnel strategy that uses data, as well as an existing relationship and knowledge to engage lost prospects, and bring back customers to purchase more from a site that they have previously visited.
Search retargeting, as stated above, is really more of a mid- to upper-funnel strategy that seeks to engage new consumers from an audience group that has shown some interest in a brand’s product/service (or a related product). With search retargeting marketers can focus on using search data to grow audience reach, including reaching those consumers who may not have had any previous interaction with the brand. The real benefit to using search data for display advertising compared to other data types is that it is based on what users are actually typing into search box, therefore, showing true intent and insight about what the user is interested in.
Social retargeting is even more upper-funnel than search retargeting because it uses purely interest-based data points from consumers to identify and create audience groups, whether or not they have searched for, bought, or researched the brand’s product or a related product. Facebook was a prime example of this because it created ads based on, for example status updates. However, Facebook has now integrated both search- and site-level data.
Although behavioral targeting also focuses on building audiences, the main difference between behavioral targeting and social and search retargeting is the data it uses to identify those audiences. Behavioral targeting is less about fact, and more about inference, with the effect that marketers may be less likely to reach “qualified” customers.
The common thread with different types of ad targeting is data, not whether or not they are technically considered “retargeting.” Read the full article here: What Exactly Is Meant by “Retargeting”?