A Comprehensive Guide to B2B Remarketing

Remarketing has been proven to increase conversions, improve brand recall, and reduce lost prospects. If you’re not currently using it as part of your digital marketing strategy, it’s time to start considering it.

It takes 6 to 8 touches to generate a viable sales lead

Prospects are unlikely to convert the first time that they come to your business’ website. Remarketing gives you a second, third, or even fourth chance to make a sale or capture a lead.

The premise behind remarketing is that it targets users who have already interacted with your business online. As such, these prospects are already aware of your company and the products and services that it provides. Bringing them back to your website moves them further through their buyer journey to conversion.

Remarketing is particularly effective for B2B businesses due to the longer sales cycle and complex buyer journey.

What is Remarketing?

Using technology such as marketing tags and tracking pixels, remarketing delivers highly personalized ads to people who have already been on a website but have not converted.

Remarketing is a great method for building brand recognition, by keeping your business in front of your prospects long after they have left your site. If your creative is compelling enough, your remarketing campaign will also generate clicks back to your site when the customer is further through their buying journey and more likely to convert.

Why are Remarketing Campaigns Important?

As digital marketers, we focus a lot of our efforts on generating traffic to our website through a number of different online channels such as Social Media, Search Engine Marketing and SEO. However, 96% of the visitors that come to a website are not ready to buy. If you don’t capture their email address or any other piece of contact information, following up with that 96% is almost impossible. That means that you are missing out on opportunities to turn your prospects into leads.

This is where remarketing comes in. Remarketing gives digital marketers the ability to target these visitors with specific ads that convince them to come back to your website and find out more, without them having to part with their contact information.

Remarketing ads are particularly effective because they are targeting people who have already shown an interest in your business offering. As such, conversion rates are proven to increase as more online users see remarketing advertising campaigns. 

Are There Different Types of Remarketing?

There are a number of different strategies and channels that you can use to implement a remarketing campaign, from search engines to social media and email. The right channel for you will depend on your audience and the specific objectives that you have for your campaign. The following overview may help you work out which could be the most relevant for your business.

Standard Remarketing

This is the most common form of remarketing, where display ads are shown to website visitors as they browse online. Most advertisers use Google Display Network for this type of remarketing. With over 2 million sites and reaching over 90% of Internet users, the Google Display Network is an extremely effective way to reach your audience. Ads are displayed on websites in the Google Display Network, acting as a passive reminder of your business while the user browses online.

Another option for this type of remarketing is to use a Social Media platform like Facebook. Facebook remarketing gives advertisers the opportunity to reconnect with website visitors when they are using Facebook. This is done by installing a pixel on the website that sends information back to Facebook. As long as the user is signed in to their Facebook account while they are browsing online, the pixel will be able to track them.

Dynamic Remarketing

Dynamic remarketing is a hyper-targeted version of remarketing, where previous website visitors are shown ads related to the specific page that they viewed on a website. This type of remarketing includes personalised messaging and images for the visitor, which increases the ad’s relevancy and, as such the chances of the visitor returning to the website to find out more.

This type of remarketing is most often used by e-commerce websites, where they generate ads that include the exact product that a visitor put in their online shopping cart but did not buy. When the visitor sees the ad again, they remember their intentions to buy and are more likely to click through and purchase. This method can also be used in B2B, for someone who has read a particular blog or visited a certain section on your site. Remarketing ads for this audience can link to other informational materials on the same topic, or to a landing page with a downloadable resource or sign up form for an informational webinar.

Remarketing Lists for Search Ads

Also abbreviated to RLSAs, remarketing lists for search ads is a feature offered by Google Ads that allows advertisers to customise search advertising campaigns for visitors who have previously visited their website. With this feature, you can adjust bids, ad copy and ad extensions so that you can specifically target previous visitors. Your ads will then show to visitors after they leave your site if they search again on Google for keywords and phrases that you specify.

To get the most out of this feature, consider increasing bids for existing keywords for the visitors on the remarketing lists. If they are searching again for your products or services, they are more likely to be closer to purchase and as such, may be worth a higher bid. Alternatively, you can add more keywords for visitors who have been on the website, or have previously purchased something. Going a bit broader on keywords for this audience can also be an effective strategy in re-engaging them as they are already aware of your brand and as such, are more likely to come back with their new search queries.

Video Remarketing

As its name suggests, video remarketing involves using video ads to remarket to people who have previously been on your website. You can also set up video remarketing for people who have watched a video on your YouTube channel. These ads can be shown at the beginning or in-between the videos that your audience are looking at on YouTube. Alternatively, you can show your remarketing ad on the YouTube homepage where users see video suggestions.

Email Remarketing

There are two different techniques for email remarketing:

  1. Showing display remarketing ads on different websites to users who have opened an email from you. In order to do this, you can use a retargeting agency called AdRoll. AdRoll gives digital advertisers the ability to reach out to users who opened an email from their business and clicked on a link but didn’t complete the purchase.
  2. Following up on visitors who have left your website without purchasing with targeted emails that aim to convince them to come back to your site. This is most effective if you show the user the exact product that they were looking at in the email that you send.

Whichever type of email remarketing you choose to run, make sure you segment the audience properly so that you can send extremely targeted, relevant ads. The more personalised an ad, the more likely it is to convince a visitor to come back to your website and buy. 

Remarketing Best Practices

In order to get the best performance out of your remarketing campaign, the following best practices can help.

  • Reduce List Membership Duration: The default list membership on Google Ads is 540 days. Google offers this option to advertisers so that they can have flexibility in the ways to use their lists in future. But, the reality is that it probably won’t be beneficial for your business to send communications to users 540 days after they have been on your site. Choose a more relevant time frame depending on your business sales cycles and the services you offer.
  • Implement a Frequency Cap: This is an extremely important thing to do with any remarketing (or display) campaign. You don’t want to show your audience your ads so much that they get annoyed. Set a limit that will serve as a reminder for the audience, without being in their face too much.
  • Only Remarket to “Quality” Visitors: With a bit of technical know-how, you can narrow down your remarketing lists so that they only target users who have had a quality interaction with your site. In order to refine your list to quality visitors, exclude people who have bounced and people who have spent less than twenty seconds on your site. This can be done in Google Analytics.
  • Don’t Show your Ads on Low-Quality Content: There are some content types that you may not want to show your image ads on. These can be excluded by specifically naming the sites that you don’t want your ads to appear on or by listing the site categories to avoid. It is also advisable to exclude error pages, parked domains and forums as placements, as they typically contain low quality content that you don’t want to associate with your brand.
  • Ad Creative: Your image ads should look similar to your website design and always include your logo so that the user can see that they are from a website that they have already interacted with.

For more information on B2B remarketing get in touch with the B2B digital marketing specialists at The Lead Agency.

Subscribe now

Join Our B2B
Marketing Newsletter

Monthly updates on best-practice
B2B marketing and lead generation ideas
& much more.
cross