Cut Your Google Bill (Without Losing Sales)

Finally, consider search retargeting, which follows search-driven visitors across the web with targeted display ads. Retargeting is particularly powerful for retail marketers who:

• have more than 150,000 visitors a month between organic and paid search traffic;
• have purchase windows longer than a day or two; and
• have customers who generally buy frequently.

But be careful: Pick a vendor that does not measure in a vacuum, taking credit for view-through conversions in a silo. You’ll pay for a significant percentage of orders you'd have gotten anyway, particularly if you have an active customer base.