The Four Essentials for a Successful Remarketing Campaign


Share on LinkedIn

Prospects don’t always make a purchase on their initial visit to a site. In fact, they rarely do — only about 2% of customers actually make a purchase on a first visit. Knowing that the majority of customers wait until the 2nd or later visit to convert, digital remarketing should be at the top of your marketing team’s priority list.

The goal of remarketing is to find the qualified leads who have already visited your site and to keep your brand at the forefront of their minds while they’re in the buying process. Whether B2B or B2C, below are four tactics to utilize in order to have the most effective remarketing campaign, ultimately bringing more revenue to your business.

1. Segmentation

Just like a snowflake, no two leads are completely the same, meaning that they each have a completely unique consumer experience. Thus, segmentation allows you to place each lead into a specific remarketing category that’s most applicable to their particular consumer situation.

It’s vital to have a very structured remarketing campaign to effectively reach your target audience. A good place to start is to segment your leads by how recently they’ve visited your site; the logic here is that you obviously have a much better chance of converting someone who came to the site yesterday than someone who visited two months ago. Play this to your advantage by targeting the more recent visitors more aggressively, whether it be through a higher Adwords bid or through more alluring ad copy.

Make distinct funnels for those in different stages of the buying process, separating those who are only aware of the product from those who are interested, followed by those who are still deciding versus those who already have the item in a shopping cart. This is much more effective than simply grouping leads into broad stages. The more specific you can get, the more successful your campaigns will be.

2. A/B Testing

Even if you think your current remarketing strategy is effective, it never hurts to experiment. The process of A/B testing is actually quite simple: first, find a certain product or service you want to put to the test. Once you’ve determined the action required to reach a conversion for this product, come up with two different remarketing strategies, and put them both to the test. Seeing which strategy is more effective is key to better understanding your audience and what they’re looking for. A/B testing can be utilized in many arenas, such as copy, images, colors and other advertising collateral.

You should, however, be wary of overestimating the effects of making only minor changes, such as font type or color scheme. The best A/B tests come from more drastic and noticeable differences than a small change in formatting.

3. Landing Pages

Once you’ve got a lead onto a desired landing page, the goal is to quickly and effectively communicate what you sell — they shouldn’t have a hard time finding the information they need. Additionally (and similarly to segmentation), tailoring landing pages to acknowledge a returning user versus a new user allows you to offer exclusive deals and counter potential objections. Not to mention, buyers appreciate an individualized experience and will be more likely to purchase your product because of it.

4. Advanced Tracking

Tracking your results will save you both time and money that would otherwise be wasted towards ineffective remarketing techniques. Without adequate conversion tracking for phone calls, form submissions or actual purchases, you will never know which segments of your remarketing campaign are performing the best. Google Adwords and Google Analytics offer a multitude of different tracking options, allowing you to accumulate the specific data needed to determine which remarketing strategies to vamp up and which to discontinue.


Remarketing isn’t something to be taken lightly — the 98% of those who simply browse upon their first visit will eventually buy from somewhere, and whether or not it’s from you depends on how well you keep their interest in the meantime. When businesses take the time to understand their returning leads through strategic, personal remarketing, they can beat out their competition and bring in a larger (and loyal) customer base.

Frank Paterno
Sean Gordon is the CEO of Intelliverse, a global leader in managed services. His experience as Director of Sales at AT&T and Vice President of InterCall led to his success in servicing over 2,000 customers from Fortune 500 companies. A graduate of the University of Connecticut and die-hard Patriots fan, Sean has been delivering reliable, scalable and flexible services and continues focused on client customers


  1. This is a very useful article, its good to have these points together in one place as remarketing can get very complicated. Especially about that 2% returning, and that 98% that go elsewhere! I have found that a dedicated focus on data from Analytics and relationships with media and stakeholders is crucial for any start-up or remarketing campaign as it really gives an insight and helps to monitor how engaged users are.

    Google Analytics provides almost all data you could need, I personally have used AIMedia ( for reputation management software, and working with these has provided a great advantage as opposed to previous campaigns without such insight.

    The key to remarketing is without a doubt to listen and as you say, understand leads and where your audience are coming from so that you can ensure you are providing.



Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here