So many online journeys, consumer and otherwise, begin with a search engine. So, naturally, the data stemming from those searches offers incredible value to marketers. This single data stream may be the most comprehensive and illuminating source of information you'll find anywhere online — digital marketers can't afford to ignore the opportunity it represents.
The value of search data isn't restricted to applications within those search engines themselves. Marketers can pull that data and use it to retarget consumers on other channels as well. Search retargeting uses past search activity to display ads on other platforms, including Facebook and other display ad networks. Search Engine Journal explains it is an important component of your marketing strategy.
Retargeting is an effective strategy for brands looking to recapture interested consumers and pursue transactions that were abandoned before they could be completed. When properly deployed, it offers incredible value.