Follow Your Audience Through Secondary Search Retargeting

Secondary Search Retargeting allows you to follow your audience through the internet as they browse based on what they are searching for on various websites. Unlike targeting through primary search engines like Google, Yahoo, or Bing, this targeting focuses on keyword searches done on other websites that include their own internal search functions. 

This works through cookies and other data tracking techniques, as well as user profiling. Most often, web users are assigned an identifier. Keywords are then matched to URL paths visited by that ID and used for retargeting purposes.

"If you go to any website that has a search bar, we are able to target someone who has searched on that site," Melanie Querry, President and Founder of Beyond Spots & Dots said. "It allows you to use your budget effectively. So, rather than paying to advertise directly on that other website, you're paying to advertise directly to a specific audience of users through that secondary search."

Programmatic secondary search is keyword-based. Keywords are based on the products or services a company offers. Once a user's ad ID pings one of those keywords, your company's ads will then be included in the pool of advertisements that customer may see as they browse the internet.

"We know that the keywords match up and then provide image or video display ads for the next 30 days," Andreas Beck, CEO of Beyond Spots & Dots, said.

Secondary Search Retargeting is a highly successful advertising method that allows businesses to target an audience in a niche way. Additionally, this programmatic advertising method allows businesses to target audiences the same day following direct interest shown in a product or service.