Revenue Science Targets Searchers Across Web

NEW YORK Revenue Science has branched into the growing search retargeting market, which allows advertisers to extend their search marketing campaigns elsewhere on the Web.

The Bellevue, Wash., company is offering advertisers the ability to re-message visitors from search engines who did not convert. The site’s Internet cookie records the engine and search terms the visitor used, then Revenue Science uses that information to show follow-up ads with new offers if it sees the user on sites in its advertising network.

Companies like AOL’s offer search retargeting, which can help marketers gain more value out of their search campaigns. Search engines like Google offer contextual listings programs to extend search campaigns across the Web, but these are not as effective as search ads, according to Omar Tawakol, Revenue Science’s chief marketing officer.

“People want to expand search, but contextual has nothing to do with intent,” he said.

Tawakol said an added benefit of search retargeting is it is nearly fraud proof, since automated clicks on search listings will not be found visiting other sites in the Revenue Science network.

Revenue Science claims a test run of 75 campaigns by 40 advertisers resulted in a 40 percent drop in customer-acquisition costs. The search-retargeting program charges advertisers on a cost-per-click basis.

“It shifts some of the power from a rent to an own model,” said Tawakol. “You rent a click and you have to keep renting that click [from a search engine]. This moves it to an ownership model.”