In search engine marketing (SEM), you make educated guesses based on keywords when you attempt to retarget advertisements on the web. This can make search retargeting difficult, as you may not fully be aware of where your leads are in their purchasing journey.
On the other hand, site retargeting is a little more narrow and specific. In this instance, the searcher has already visited your web page, so now you have to figure out what you want to do with the lead you've generated. You can tag and follow any online visitor if you have the appropriate website analytics tools, but should you treat each prospect the same? The answer is no.
While you should evaluate each online visitor that navigates to your page, the type of content a user consumes may be more telling of his or her intent. For example, a lead who engages with a product demo or service tutorial that is hosted on your web page may be further along in his or her decision-making process. Therefore, you should tag this lead as someone who may be more welcoming of additional advertisements, rather than simply someone who landed on your page, read a blog and then left. Retargeting offers unique advantages online, but you need to have a clear idea of how you want to proceed in lead generation before you begin.