Since search retargeting first hit the scene, the questions from the market have become a lot more complex, partly because imitators are confusing buyers. To clarify what search retargeting is all about, Dan Hamman of Chango, a search retargeting firm, addresses seven of the most commonly asked questions about search retargeting. For instance: Where do you get the search data? Hamman says the general rule is vendors work with a number of sources depending on what they’ve found to be effective. Chango prefers to use primary event data. He also differentiates between retargeting and remarketing by saying site retargeting is about showing display ads to people who have visited your site and then left; search retargeting, on the other hand, is a prospecting tool with the goal of finding new people who have not visited your site yet. (Search Engine Land)
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