The B2B SaaS Marketing Blog

    Everything You Need to Know about Retargeting [Infographic]


    Last updated: June 30th, 2017

    PBS Circle of Retargeting

    Two sides to the circle of re-targeting:

    1. On-Site re-targeting

      1. Website – If someone completes an action on your website they are more likely to buy.  This is why for most website’s returning visitors convert higher than first time visitors.
        1. User completes an action like a purchase
        2. User abandons the shopping cart
        3. User browses a product or service page
      2. Email – If someone is in your marketing automation funnels, then there is a greater chance that you can sell something to them because they are warmed up OR even already purchased an item. Existing buyers are the 10X more likely to buy again from you vs a new visitor who has never made a purchase with you before.
        1. User opens newsletter email
        2. User opens specific lead magnet email
        3. User opens specific coupon email
      3. SEO/SEM – Because most traffic driven by SEM is done on buying intent, you know those individuals are in-market to and looking for what you sell, therefore following up via retargeting is a no-brainer way to increase sales.
        1. User arrives via BoF search query
        2. User browses content (segment based on intent)
    2. Off-Site Re-targeting

      1. Social – If someone already is a fan of your Facebook page or follows you on Twitter there is a good chance they’ll also purchase from you.  
        1. User follows brand on social
      2. Engagement – If someone watches the full length of your videos, they are engaged and most likely open to purchase what you are selling.  Following up with them via retargeting would be a smart decision.
        1. User engages with content
        2. User watches one of your videos
      3. Partner – Partnering with websites that have the same audience as you, that do not compete with you, but complement your business’s products is a great way to get more reach to your target buyers.  You share pixels and audiences with those websites to get to ‘hot buyers’.
        1. User lands on partner’s pixel/audience
      4. Similar/Lookalike/In-Market – You can ask Google and Facebook to make a list of people who look exactly like your buyers and then target them.  You can also target audiences on both Facebook and Google for individuals who are ‘in-market’ for what it is your sell, which means they are showing signs that they are looking at products or services that you sell.
        1. Users look like your converted users (Similar & Lookalike)
        2. Users are actively searching for what you sell

    PBS Circle of Retargeting
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