Marketers have long known the power of running cross-channel campaigns to yield the best results, but increasing media fragmentation over the years has made it challenging to act on this. Display remarketing from search ads - currently in beta - is a powerful feature that makes this easier. Now, agencies and advertisers using DoubleClick Search to manage their search campaigns can use search ad clicks as a signal in display campaigns, re-engaging users through display ads when it’s most effective.
Display remarketing from search ads is an early proof point of how marketers can take advantage of powerful cross-channel features that allow them to “close the loop” on paid search efforts using display channels. Our tightly-integrated platform enables this, using paid search signals to show users display ads across major ad exchanges via DoubleClick Bid Manager, or across the Google Display Network (GDN) -- all with one easy, tagless workflow.
You can use display remarketing from search ads to drive better results in the following ways:
- Convert browsers to buyers: Re-engage consumers who visited your website, but left without making a purchase. For example, you can reach consumers who placed a pair of shoes in their shopping cart, but did not complete the checkout process.
- Increase loyalty or reinforce brand messages: Re-engage consumers by introducing new product categories from the same brand. For example, show a display ad for Brand X tennis rackets to someone who previously purchased Brand X tennis gear after clicking on the brand’s search ads.
- Up-sell to converted audiences: For example, after a consumer purchases tickets to an amusement park in Anaheim, CA, show him/her display ads for hotel deals in Anaheim.
Display remarketing from search ads makes setup easy. There’s no need to create different tags per list, to tag or retag your website, and more importantly, no need for multiple interfaces, workflows or translations between systems. This remarketing offering also works seamlessly across all of your campaigns from DoubleClick Search-managed engines - Google, Bing and Yahoo. In DoubleClick Search, simply:
- Filter to identify keywords with low conversion rates
- Label those keywords
- Add labels to your remarketing lists
DoubleClick Search automatically makes the lists available for targeting in DoubleClick Bid Manager and the GDN.
Display remarketing from search ads is currently in an open beta, and we’re inviting customers to participate. For more information on this feature, read our Help Center article, or reach out to your Technical Account Manager to start the setup process.
Posted by the DoubleClick Search Team
