It’s only remarketing but we like it: Three essential entry points for b2b remarketing campaigns

Ever browsed online and placed an item in your basket and then left the site without completing the purchase – only for that product to then begin to chase you around the web?

The brand in question placed tracking code on the web page you visited and set up a campaign through the Google Display Network to then drop a reminder in front of you a little time later whilst you were doing something else on the Internet.

This is the essence of remarketing – taking a second chance at conversion.

Why remarketing works

Remarketing is a powerful, quick and cost effective way to stay front of mind with your target audience whilst continuing to engage them.

Presenting them with highly relevant ads and offers across the web – and making sure your brand is at the front of their mind when they’re ready to buy – can radically improve ROI.

What are your remarketing goals?

Being clear about your business goals, the types of customer you want to attract and what you want to sell them have a significant impact on how you set up your remarketing campaign.

If it is a tangible ecommerce product targeting b2c customers then you can fairly direct offering price discounting or time sensitive offers to secure the conversion.

In b2b sectors where you may be playing a long and complicated game, information might be the currency before there is any discussion of product/service selling. Here offering, free, high value content in exchange for deeper engagement might be the way forward.

Getting started with remarketing

Putting these three campaigns in place will have a telling impact on your visibility and conversion across the Google Display Network.

  1. Reach your entire website audience

At an absolute basic level, remarket to anyone who visits your website by creating a remarketing list where the URL contains your website domain (for example, “”) or the URL equals your homepage URL (for example, “”).

  1. Segment remarketing audience by product or product category

You sell more than one product. To showcase different product categories once browsers have left your site, you can create a remarketing list for each product category. Here the URL for each list contains the category name.

For example if you are an online lingerie stockist, you might differentiate between bras, knickers, matching sets and so on. It’s particularly good for businesses looking to bundle industrial spares and accessories too.

  1. Appeal to visitors that didn’t convert on the site

If your site attracted visitors who didn’t convert first time around, you can set up a remarketing list to attract those customers back to your site.

Custom combination lists can help you target visitors who left your website before converting, while excluding any visitors who did convert.

If you already have a list targeting all visitors to your site, create a remarketing list for visitors who have already completed a conversion on your site. Then, set up your custom combination list to exclude visitors who already converted.

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