Best SaaS Remarketing Strategies to Boost Conversions

The SaaS market is growing fast and it’s projected to reach $390.46 billion by 2025, according to a Statista report. It’s expected to grow further at a compound annual growth rate (CAGR) of 19.38% till 2029.

Think about this: SaaS companies spend thousands of dollars to bring visitors to their websites through SEO, content, social media, paid ads, etc. But most of these visitors leave without creating an account or purchasing a subscription.

This gap between visitors and customers is both a challenge and an opportunity. While many companies focus only on getting more new traffic, the real deal is to reconnect with people who already showed some interest but weren’t ready to commit yet.

That’s where a SaaS remarketing strategy comes in.

In this article, we’ll delve into the concept of remarketing and uncover the leading remarketing strategies for SaaS brands. A comprehensive checklist is available for download to assist you in boosting conversions at every stage of your funnel. Additionally, we’ll guide you through the process of establishing remarketing campaigns and everything else involved.

What Is Remarketing or Remarketing Strategy?

Remarketing (sometimes called retargeting) is more than just a marketing buzzword – it’s a straightforward marketing strategy that helps businesses of all sizes re-engage potential customers and drive conversions.

At its core, remarketing is a form of online advertising that targets users who have already visited your website but left without taking the primary action.

It is based on the idea that most people don’t convert on their first interaction with a brand, but they can be encouraged to do so with personalized follow-ups. Now, this interaction could be anything like visiting your website, clicking on an ad, or engaging with social media posts.

This is what you call a remarketing strategy.

Remarketing keeps your brand visible to past visitors, encouraging them to take the next step – whether it’s buying a subscription, starting a free trial, or signing up for the lead magnet.

The goal is to keep reminding them about your product and how it will solve their problems as they continue their online journey.

How Remarketing Works:

1. A visitor comes to your website, visits the feature and pricing pages
2. They browse but leave without registering for a free trial account
3. A tracking pixel or cookie is placed in the visitor’s browser
4. It collects data about their online behavior
5. The cookie then allows your ads to follow these visitors as they browse other websites
6. They see personalized ads on other platforms (Google, Facebook, Instagram, etc.)
7. The ads remind the user of their interest, encouraging them to return to your site and convert

In short, remarketing gives you another chance to reconnect with potential customers and guide them back to your website.

Why do SaaS businesses need a B2B remarketing strategy?

By targeting users who’ve expressed interest, you significantly increase your chances of conversion. Remarketing can be used to target different audience segments, such as website visitors, those who have signed up for a newsletter or a lead magnet, or those who have left your registration page without creating an account.

Here’s why remarketing is crucial for SaaS businesses:

• Longer Sales Cycles: Unlike impulse purchases, SaaS buying decisions often take time. Potential customers may need weeks or even months to research multiple options, compare features and pricing, set up demos or trials, and get approval from stakeholders.
• High Consideration Products: Enterprise software products often demand significant investment and commitment. An effective SaaS remarketing strategy keeps your solution top-of-mind during this extended decision process.
• Improve ROI: SaaS remarketing campaigns keep your target audience in mind, ensuring the right message is seen by the right people. This can lead to a higher return on investment.
• Educating New Users: Many potential customers might not fully understand the true value of your product on their first visit. Setting up a remarketing strategy gives you ample opportunities to educate them about your product’s features and benefits. For example, you can show advertisements featuring case studies that highlight your satisfied customers.
• Improve Brand Recall: Even when people do not immediately click your remarketing ads, repeated exposure builds trust in your brand, ensuring it remains top-of-mind.
• Reduce Churn: By keeping the existing customers engaged with timely, personalized follow-ups and helping them understand the true value of your product,  you can reduce churn and increase customer lifetime value. You can also use these follow-ups to update them about your new product features, ensuring that you stay informed and continue seeing value in what you offer.

By implementing a thoughtful remarketing campaign strategy, you can significantly improve conversion rates by staying connected with interested prospects throughout their entire buying journey, ultimately turning more visitors into leads (paying customers).

Why Should You Run Remarketing Campaigns?

While many SaaS companies focus exclusively on attracting new traffic, remarketing campaigns offer unique advantages that make them crucial for maximizing your marketing efforts.

Here’s a more detailed look at why remarketing deserves a place in your SaaS marketing strategy:

Higher Conversion Rates

Retargeted users are more likely to complete a purchase than new visitors. By showing targeted ads to those visitors who have shown interest in your product or service, you can motivate them to take the desired action or complete a purchase. Industry data shows that remarketing campaigns can achieve 2-3 times higher conversion rates than conventional marketing campaigns targeting cold audiences.

Cost-Effective Marketing

Your marketing budget goes further with remarketing. Since you are targeting a more qualified audience who already knows your brand, remarketing campaigns typically have lower cost-per-click rates and higher ROI than campaigns targeting new users. Because you’re focusing on warm leads, your ad spend is more cost-efficient.

Re-engaging High-Intent Users

Remarketing helps re-engage potential customers who showed interest but didn’t complete a key action, particularly users who started the registration process or viewed pricing pages but didn’t start a free trial or create an account. These are high-intent actions that signal interest. Remarketing campaigns serve as nudges that encourage users to return and complete the process. 

Personalized Messaging

According to the AARRR funnel model, different visitors have different needs. Some might have explored your pricing page, while others might have focused on specific features or case studies. Remarketing allows you to segment your audience and deliver targeted messages based on the specific pages they visited or actions they took on your website. Typically, people respond to messages that feel tailored to them. It creates a sense of relevance and helps you communicate your unique value proposition more effectively.

Extended Customer Touchpoints

The B2B sales cycle often requires over a dozen touchpoints before conversion. Research from EmailTooltester suggests it can vary from 1 to 50, depending on the prospect’s buying stage. Remarketing creates these additional touchpoints automatically, keeping your brand visible during the consideration phase. This helps build trust, which is a crucial factor in SaaS purchase decisions.

Competitive Advantage

The SaaS landscape is highly competitive. If you’re not remarketing to your visitors, your competitors likely are. An effective SaaS remarketing strategy helps maintain visibility when prospects are researching multiple solutions. This ensures your brand stays in consideration throughout their decision process.

To better understand the power of remarketing, here’s a real world example of how we did it for one of our clients (name withheld due to NDA):

We worked with a project management SaaS company to implement a segmented remarketing strategy targeting visitors who had spent time on their features page but didn’t sign up for a trial. The next day, we’ve shown those users a retargeting ad highlighting their unique collaboration features compared to competitors – along with an exclusive extended free trial offer.

The results were astounding. The campaign achieved a 22% conversion rate, compared to their regular 7% conversion rate for first-time visitors.

By implementing strategic remarketing campaigns, you can close the gap between interest and conversion, turning more of your website traffic into paying customers while maximizing your marketing ROI.

How To Set Up Remarketing Campaigns?

Retargeting is about reconnecting with potential customers at strategic moments. The customer journey aligns closely with the sales funnel, which is typically divided into top, middle, and bottom.

1. Top of the Funnel (Awareness): This is when your audience isn’t ready to buy yet. Retargeting helps build brand awareness and nurture interest.
2. Middle of the Funnel (Consideration): This is when customers are weighing other options. Retargeting at this stage should focus on highlighting the benefits of your product and how it will solve their problems.
3. Bottom of the Funnel (Conversion): This is when your audience is close to making a purchase. Retargeting focuses on removing any bottlenecks and closing the deal.

To implement effective remarketing campaigns, you’ll need a proper setup across different platforms. Let’s go through how you can set up remarketing campaigns on major advertising platforms, step by step.

Using Google Ads and Google Analytics 4 (GA4)

Google’s ecosystem offers powerful remarketing capabilities if done right. First, you need to link your GA4 property to your Google Ads account. Proper GA4 implementation is crucial for collecting accurate data about your website visitors’ behavior.

If you’re unfamiliar with how GA4 tracks user activity, you can refer to our detailed guide on page views in GA4 to understand how engagement is measured.

Here’s a step-by-step guide on how to implement your Google Ads remarketing strategy:

1. Install GA4 Tracking Code

• Add the GA4 tracking code to all pages of your website
• Enable data collection for advertising features in your GA4 property settings

2. Create Remarketing Audiences in GA4

• Go to “Configure” → “Audiences” in your GA4 dashboard
• Create custom audiences based on specific behaviors
• These behaviors could be people who visited your pricing page, users who didn’t complete signup, visitors who spent more than 3 minutes on feature pages, or the people who watched product demo videos

3. Link GA4 to Google Ads

• In GA4, go to Admin → Product Links → Google Ads Links and click on it
• In Google Ads, go to Tools → Data Manager → Connect Product → Select Google Analytics 4

4. Create Remarketing Campaigns in Google Ads

• In Google Ads, create a new campaign
• Select your campaign goal, such as “Website traffic” or “App promotion”
• Choose an appropriate campaign type, such as “Search” or “Display”
• Under audience settings, choose your imported GA4 audiences
• Set your budget and bidding strategy
• Create tailored ad content specific to each audience segment
• Launch your remarketing campaign

To get a better picture of how users interact with your site in real-time and adjust your remarketing efforts accordingly, check out our article on how to activate and use the GA4 realtime report. This will help you identify immediate behavioral patterns so you can fine-tune your campaigns on-the-go.

Using Facebook Ads

You can set up remarketing campaigns on one of the most popular social media platforms – Facebook. First, you need to set up Custom Audiences and then create ad campaigns to target those audiences.

Here’s how you can implement a Facebook remarketing strategy:

1. Install Facebook Pixel

• Add the Facebook pixel code to your website. This allows you to collect data on website visitors and their behaviors
• Enable advanced matching for better user identification

2. Create Custom Audiences

• In Facebook Ads Manager, go to “Audiences”
• Create custom audiences based on website visitors, app activity, customer lists, etc.
• Segment by specific page visits or website actions
• Set appropriate lookback windows (attribution window) based on your specific needs and goals

3. Launch Remarketing Campaigns

• Create a campaign in Facebook Ads Manager
• Select your campaign objective, such as website traffic, purchases, etc.
• Select your custom audience at the ad set level
• Set your campaign budget and schedule
• Create compelling ads that will address specific pain points
• Include clear calls to action (CTA) relevant to where visitors are in the funnel
• Monitor your campaign performance and adjust if and when needed

Using LinkedIn Ads

For B2B SaaS companies, LinkedIn is an indispensable tool that offers valuable remarketing opportunities targeting professional audiences. 

Here’s a detailed breakdown of how to use LinkedIn Ads to create remarketing campaigns:

1. Install LinkedIn Insight Tag

• Add the LinkedIn Insight Tag to your website to track website visitors and match them to LinkedIn profiles
• Verify installation in Campaign Manager

2. Create Matched Audiences

• In Campaign Manager, go to Audience and click “Create Audience”
• Select “Matched Audience”
• Choose the type of audience you want to create (Website, Video, Lead Gen Forms)
• Follow the prompts to complete your audience set up
• Name your audience and save it

3. Create a LinkedIn Campaign

• Click “Create Campaign” in Campaign Manager
• Set up your campaign goals, budget, and other details
• Select “Audiences” and then “Retargeting”
• Select the Matched Audience you created before
• Complete the setup and launch the campaign

Using Bing Ads (Microsoft Advertising)

You can create remarketing campaigns on Bing, which is cheaper to use than Google, and retarget your leads across all Microsoft platforms.

Here’s a step-by-step guide:

1. Set Up UET (Universal Event Tracking)Tag Tracking

• Log in to your Bing Ads account or sign up, if you do not have an account
• In the “Conversion Tracking” area, go to “UET Tracking” → “Create UET Tags”
• Name your tag and then add the tag to your website
• Verify that the tag is active
• Set up your conversion goal in the “Conversion Tracking” tab

2. Create Remarketing Lists

• Go to “Shared Library” → “Audiences” → “Create”
• Choose the type of audience you want to create, such as Remarketing list, Dynamic remarketing list, Customer match list, and Custom combination list
• Provide a name, description, and sharing options for your remarketing list
• Save your remarketing list

3. Associate Remarketing Lists with Campaigns or Ad Groups

• Go to the Campaigns page and select the campaign or ad group
• Go to “Audiences” → “Add Audience Association”, choose the appropriate type
• Select the remarketing list you want to associate with the campaign or ad group
• Adjust the bid if needed (optional) and save the changes

Using Pinterest Ads

To create remarketing campaigns in Pinterest Ads, you need to install the Pinterest Tag in all your website pages and then create custom audiences. You can target these audiences with tailored ads.

Here’s a detailed breakdown of the process:

1. Install Pinterest Tag

• Install the Pinterest Tag on all pages of your website
• This helps you track website visitors and their actions
• Set up event tracking for key actions

2. Create Custom Audiences

• In Pinterest Ads Manager, go to “Audiences” → “Create Audience”
• Select “Website Visitors”
• Choose the specific website pages or events you want to target
• Segment by engagement level or specific page views

3. Set Up Your Campaign

• Create a new campaign and select a campaign objective
• Choose your audience type and select the website visitors audience you created
• Design your ads and select the Pin you want to promote
• Review your campaign details and then publish it
• Continuously test different ad creatives and campaign settings to optimize results

We help SaaS companies implement and manage remarketing campaigns across all major platforms mentioned above. From technical setup and audience segmentation to ad creatives and performance optimization, we do all the heavy lifting so founders can stay focused on building their product. Contact us today to learn more! 

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Remarketing Best Practices Across All Platforms

Retargeting ads come in all forms, each tailored to meet specific goals and engage potential customers in different ways. To get the most out of your remarketing campaigns, regardless of the platform, consider the following tips:

• Define your target audience: Understand who your ideal customers are and tailor your campaigns accordingly. If you don’t know your ideal customer profile (ICP), you’ll never know how to position your product in a way that appeals to them.
• Segment your audience: Segment your audiences based on user intent (e.g., cart abandonment, page visitors, product viewers).
• Create relevant ads: Create personalized ads for different audience segments, addressing their specific needs and interests.
• Consistent messaging: Make sure your ads tell a unified story across all platforms.
• A/B testing: Continuously test different ad formats, messages, and calls to action.
• Put a cap on frequency: Avoid overexposing users to your ads, which can lead to ad fatigue.
• Monitor and adjust bids: Strategically increase bids for users who have visited your product or pricing pages.
• Review analytics regularly: Monitor performance metrics regularly and refine your campaigns accordingly.
• Video retargeting: Use video ads to capture attention more effectively but keep them short.
• Update your privacy policy: Make sure your remarketing practices comply with GDPR, CCPA, and other privacy regulations.

By properly implementing remarketing strategies across these platforms, you can create multiple touchpoints with potential customers for a seamless customer experience. This way you can maximize the impact of your retargeting efforts. 

Best Remarketing Strategies for SaaS Brands

Businesses are constantly seeking effective remarketing strategies to reach potential customers and drive conversions. In this highly competitive SaaS landscape, understanding the nuances of how customers interact with your brand or product across different devices and platforms is paramount.

Here are five high-impact audience combinations you can implement for your SaaS remarketing campaigns:

1. Abandoned Signup Recovery

Include: “Signup Page Visitors”

Exclude: “Signups”

If you create a custom audience that includes ”Signup Page Visitors” and excludes “Signups”, you get visitors who visited your signup (registration) page but did not create an account. These prospects showed intent but experienced hesitation or friction during the final step.

You can use this audience to address common signup objections or simplify your onboarding process.

2. Lead Magnet Non-Converters

Include: “Lead Magnet Landing Page Visitors”

Exclude: “Leads”

If you create a custom audience that includes “Lead Magnet Landing Page Visitors” and excludes “Leads”, you get a list of visitors who visited your lead magnet landing page but didn’t submit the form to download it, so they didn’t convert. These users expressed interest but needed some sort of encouragement.

You can use this audience to target those users and emphasize the value of your lead magnet.

3. Engaged Prospects Ready for Conversion

Include: “Visited >10m”, “Visited >=3x”, “Pricing Page Visitor”

Exclude: “Demo Schedulers”, “Free Trials”

Let’s say, you create a custom audience which includes “Visited >10m”, “Visited >=3x”, and “Pricing Page Visitor” and excludes “Demo Schedulers” and “Free Trials”. Now, you get visitors who have spent significant time on your website across multiple visits, but they haven’t even opted for a free trial or scheduled a demo.

You can use this audience combination to target such highly engaged users for your remarketing purposes. You can offer personalized demos or highlight your most unique value propositions strategically to cater to them.

4. High-Interest Free Trial Prospects

Include: “Pricing Page Visitors”, “Feature Page Visitors”

Exclude: “Free Trials”

If you create a custom audience which includes “Pricing Page Visitors” and “Feature Page Visitors” and excludes “Free Trials”, you receive prospects who have visited or explored your features and pricing pages but haven’t started a free trial yet. These prospects are actively evaluating your product against alternatives.

Use this audience to target those users and address their concerns. Show them custom success stories or offer extended trial periods to attract them.

5. Lost Trial Users

Include: “Free Trials”

Exclude: “Paying Customers”

If you create a custom audience which includes “Free Trials” and excludes “Paying Customers”, you get prospects who started free trials but didn’t opt for a subscription. These users have direct experience with your product but didn’t see enough value to commit yet.

Use this audience to target such prospects. Highlight features they may have missed, offer extended trials, or provide case studies specific to their use case.

Want 10 more high-converting audience combinations tailored specifically for your bottom line? Submit our form below to receive our complete list of SaaS remarketing audiences.

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Final Takeaways

Setting clear, measurable goals is the key to a successful remarketing campaign. By strategically re-engaging prospects who have already shown interest in your brand or product, you can not only maximize the impact of your retargeting efforts, but also improve your conversion rates.

By implementing the strategies outlined in this article, you can create campaigns that deliver measurable results and convert your website visitors into loyal customers.

Remember, the most successful SaaS companies do not just focus on acquiring new traffic – they do their best to nurture existing prospects through the entire customer journey. By understanding the customer journey, you can strategically use retargeting to guide them toward conversion.

What’s next?

If you’re looking for assistance in building your remarketing audiences the right way, we’re here for you! At Vakulski-Group, we truly specialize in managing paid remarketing campaigns (Google, Facebook, Pinterest, LinkedIn) tailored for SaaS brands. Our team is ready to help you set up your remarketing campaigns from the ground up and take care of all the hassle for you. Reach out to us today, and let’s work together to help you outshine your competitors!

Boost Your Business with Data-Driven Marketing Solutions

Paid Media Campaigns

Get more leads and customers with Google, LinkedIn, and Facebook ads that actually work for SaaS niche

Funnel Analysis

Uncover actionable insights and optimize every step of your marketing funnel

CRO

Unleash the power of CRO and run experiments to boost conversions and revenue

Contact Us

Over 90 satisfied clients & counting

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