We covered some essential and impactful strategies in a previous blog post in this four-part blog post series on remarketing in Google Ads. But those were B2B retargeting best practices…
This time, we will cover the best remarketing strategies we’ve discovered by helping real B2B clients with PPC management. You’ll learn how to target B2B customers most productively. Let’s get started:
Tip #1: Segment out converted users
Since you are aiming for more conversions, start by going to Google Analytics and segmenting out the users who have already converted (again, contact us if you need help with that).
You generally don’t want to target people who already purchased so soon.
Use this data as a benchmark to set up some general retargeting such as:
- Users with Pages / Session at or above that of converting visitors
- Users with Avg. Session Duration at or above that of converting visitors
- Users with visits to the highest converting page who did not convert
Tip #2: Serve up ads to not-converters (let me explain…)
Another awesome tactic is to serve up ads to users who have visited product or services pages but did not convert.
They probably wandered off to check out your competitors, too, so make sure to strike while the iron is hot.
Tip #3: Capture additional revenue from your existing customers
Do you have multiple products or service lines?
You are leaving money on the table if you aren’t doing everything in your power to capture additional revenue from your existing customers.
According to Harvard Business Review, it is 5 to 25 times more expensive to acquire a new customer than retain an existing one. As mentioned, you don’t want to retarget converted users immediately after they bought because they’re done buying for now.
Layer in the effectiveness of retargeting, and you’ll be looking at your best year ever.
Tip #4: Promote the sh*t out of your upcoming webinar
Another way to get ahead with B2B retargeting is by promoting a related content piece.
Once they’ve seen that, promote a webinar once since prospects are now warm and fuzzy with your brand from your awesome content.
You can even use remarketing to generate ideas for your next webinar based on engagement.
Do you have a case study that’s flying off the shelf in your campaigns? Build out a webinar around that hot lead magnet.
Tip #5: Use retargeting ads with email as a one-two punch
Let’s say a user becomes a lead via your newsletter. They are broadly indicating interest in your company, but now you have their email address.
LinkedIn allows you to upload email lists, match their users, and then serve up ads.
Imagine serving up ads for a new product and then putting out a special edition of your newsletter a day or two later with a subject line and copy that is connected to your ads.
Relatedly, we have an online university client whose top goal is student retention (which means keeping students enrolling from semester-to-semester).
It’s pretty tough in their key demographic (busy, busy professionals).
So we retarget students with ads that use a dynamic date to populate the headlines (we’ve been having incredible, success).
Think along the lines of “Just 9 Days Left Until Class Starts!”
The other really cool part is that we automatically trigger an email series to students who visit the site but don’t register.
What’s the messaging? You guessed it: “Just 9 Days Left Until Class Starts!”
Student retention SKYROCKETED.
In summary, retargeting is an effective B2B targeting strategy to reinforce lower funnel messaging.
Tip #6: Retarget users abandoning forms
This is probably one of those secrets we shouldn’t give away because it’s so simple and the ROI is crazy.
For more details: Just give us a shout if you want to learn even more.
Retarget by funnel stage.
You can use your thank you pages (the content that shows after a form is completed) to segment users based on funnel stage.
Map out your gated marketing assets by stages in your funnel. Then build lists based on users who visit the corresponding thank you page.
Remarket accordingly to get them to the next step.
The beauty here is that you are hyper-personalizing their prospect journey.
Okay, we’ve said enough, so we will keep this part brief.
Retargeting effectiveness depends on using the right B2B strategies. We truly see a ton of success using it for our clients. The possibilities are as limitless as your imagination.
It takes work, but it pays off.
If you want your boss to love you (even more), start remarketing today. If you need any help setting it up or concocting a genius, high remarketing ROI campaign for your company, we are happy to talk and give out free advice.
Case in point, we just gave out a bunch of it :)
Stay tuned for the final blog post of our four-part series on retargeting. In the final post, we’ll cover some development-focused setting up successful B2B retargeting strategies.
What’s your #1 frustration with remarketing? Let us know in the comments below.