Google search remarketing across DBM

Posted: Jul 23, 2013 in CRM, Display, Paid Search
Tags: , , , , ,

Retargeting

Excitement hit the ad industry when Google announced that they will provide advertisers with the ability to retarget their paid search ads through display advertising via DBM.

The exitement was short lived for a couple of reasons 1. DoubleClick didn’t understand what you could actually do resulting in mis-selling to clients and 2. You can only retarget from the search ad click and not from search ad view.

Remarketing search traffic by keyword has been around for years so there is really nothing new here.

If you haven’t got the ability to already do this internally through referral data, then it should be added to the display bid managers agenda on a low priority. Low priority, as data suggests that the ‘extra’ retargeting media cost on top of the already high paid search CPCs, doesn’t yield a positive ROI for the majority of keywords.

Currently the likes of Facebook are coming out with new ad formats which are in demand by the bucket load that work. In order for Google to compete, then they really need to bring out more thoughtful product initiatives which clients demand, such as remarketing paid search ads on the view, now that would be something special!

With the official release of DoubleClick Digital Marketing along with recruiting some high profile candidates from agency land to sell DDM, this hopefully means that future product updates will bring greater value to clients.

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