In my last post, I talked about why people who search on your site keywords but don’t visit your website aren’t necessarily lost forever. It is possible to have a second chance to make your first impression by doing search retargeting and showing display ads to those users after they have searched. This is huge because, even if you rank first and/or have multiple listings (organic, PPC, shopping, etc.), only a small portion of those searchers make it to your site. This is a huge pool of prospects that you can re-engage.