Search Engine Land‘s Frost Prioleau explains how search retargeting, also known as remarketing, supercharges your PPC campaigns. Roughly 98% of visitors to your website will leave without converting. Remarketing serves display ads to those visitors on other sites, keeping your brand top of mind and offering more opportunities for messaging. Prioleau writes that retargeting offers access to consumers at the top of the purchase funnel, but the real value of remarketing is connecting with visitors in the middle or bottom of the funnel. Any target of a remarketing campaign is already interested enough in your services that they have either searched for your service or visited your site.
Search retargeting allows you to marry your existing keyword lists with relevant banner ads to target consumers who have demonstrated interest in a particular offering, and search retargeting enables you to continue the conversation with prospective customers beyond the search engines.