Search retargeting, often called retargeting in English, is a keyword-based retargeting technique. This personalized approach aims to target visitors based on the keywords they used during their initial interaction with paid search results, such as those in AdWords. It all starts with identifying the keyword that brought the initial visitor to the site. Then, the visitor is retargeted with a tailored message and potentially a personalized landing page based on the keyword associated with their first visit.

In search marketing, the choice of keyword determines the retargeting decision and influences the cost of the campaign. A valuable search retargeting practice is to use this approach to adjust the message and user experience based on the specific keywords used by visitors.