Five ways to implement even more effective b2b remarketing campaigns

In our previous remarketing post, we discussed the importance of goal-setting for remarketing and the three critical starting points for new arrivals on the remarketing scene.

To really see the benefit of remarketing, start to segment your audience, (especially the non-converters) to improve the chances of what Google calls ‘winning the second chance’.

1. Re-engage visitors with abandoned baskets

There are a variety of reasons why customers don’t complete the checkout process. Think about your own online experience. It might not be the right time, you’re on the wrong device, you don’t have the right method to pay, you’re just checking stock and prices.

But as your customers are so close to converting, you need to be able to differentiate them. A great workaround is to create a list of customers who have visited your site, page or product and call it “Shopping Cart” page (with a URL that contains “cart.asp”) and then another list of people who completed their purchase and visited an “Order Confirmation” page (with a URL that contains “purchase.asp”).

Using a custom combination list, you’ll then be able to remarket to people who have visited the “Shopping Cart” page but not the “Order Confirmation” page.

2. Create time sensitive touch points to trigger conversion

If past buying behaviour indicates that customers are likely to purchase from your business within a certain time period, you might create a remarketing list with a specific membership duration.

You can set this to days, weeks or months, or split test using custom combination lists to reach all customers on a longer (say 7 day) list, but not on a shorter (3 day) list.

3. Test and revise different ad formats

Create text and display ads in multiple sizes to test out what works best where. Adjusting the formats acts like a version of split testing and it also allows you to play with images and copy to establish whether single propositions, time sensitive or price based messaging work better with different audiences or on specific third party sites.

4. Improve your bidding strategy

You can use Conversion Optimizer (link), a bidding optimization tool that can help you maximize your return on remarketing investment by optimizing bids in real-time, impression-by-impression.

With Conversion Optimizer, you don’t have to manually adjust your bids in order to deliver your conversion goals. It’s automated.

And to help increase the number and quality of your conversions, you can combine automated bid strategies with remarketing lists for search ads (also known as RLSA).

5. Broaden location and language criteria – to target people at the right time in the right part of the world

As remarketing helps to reach your ideal customers, and the web is global, you should consider international remarketing if your business serves multiple markets.

Website visitors are likely to be multi-lingual and may access your website from various places around the world, so make sure that in your campaign settings you select to target all languages.

When you choose your location targeting, keep in mind that you should be able serve customers in the regions you target.


Remarketing is classic marketing. It’s about delivering the right message at the right time to the right person in the right way. Done well, it can transform ecommerce and b2b companies alike.

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