The inherent nature of search – users explicitly declaring to be in market for a given product or information – is a marketers dream. We know the value of bidding on branded terms (serving customized messaging, and fending off prickly competitors), but how do we re-evoke ourselves to the consideration set if a user isn’t […]
Rolled out in the last couple years, Retargeting Lists for Search combined paid search keyword targeting with the cookie targeting capabilities we loved of display retargeting. The RLFSA program has been an incredible tool to generate efficiencies within our non-brand search programs. Adding a previous site visit as pre-qualification, we can be much smarter on the way that we are targeting and bidding against these non-brand queries.