When a user is on Google and searches for “athletic shoes,” companies like Nike and Skechers probably want their ads to continuously show up for those users online because they’re currently in the market for a product they sell.
But how could they do that when the user isn’t searching for them and perhaps doesn’t even know that their company sells athletic shoes?
That’s where search retargeting comes in. With this behavioral targeting, companies can have their ads show up on search engine results pages (SERPs) and social media sites after a user types in certain keywords.
