B2B Marketing Myth Busters: Search Retargeting
By Carl Robitaille
Myth 2: Programmatic advertising is all about search retargeting.
Search retargeting just barely scratches the surface of programmatic advertising’s capabilities. There are many other types of targeting that fall into play for programmatic: contextual targeting, behavioral targeting, look-alike targeting, time-based targeting, emotional targeting, audience targeting, demographic targeting, site retargeting and email retargeting.
Keyword, or search retargeting is only one methodology utilized in programmatic advertising.
A great B2B programmatic campaign will take into account thousands of data points gathered from a variety of methodologies to move a campaign forward. These various types of targeting work together to eliminate their biases. For instance, with search retargeting, all searches for “shingles” do not imply the same contextual meaning. The user could have been searching for the disease, roofing shingles, or a variety of other things.
Contextual targeting combined with search retargeting helps the advertiser focus on the right consumer.
Imagine that each type of targeting is a type of gear for driving a car. Could a car just run on 1 gear? It could, theoretically. However, this definitely is not the most effective way of getting to your destination.
Myth busted: Programmatic advertising many types of targeting techniques to segment audiences and reach the right consumer at the right time.