Why B-to-B Companies Need Search Remarketing Campaigns in 2015
If you've spent any time reading about current digital marketing spend levels, you're well aware that investment in paid media isn't slowing down anytime soon. Unless you're in the business of growing money on trees, you're probably having difficult conversations about where to invest your marketing dollars as you see CPCs and CPLs rise.
Working with B-to-B organizations that have well-established paid search campaigns, I always ask, "What's your remarketing strategy?" The responses are varied but are usually not very strategic. "We've kind of tried it in the past" or "We've heard of it but never done it" are typical responses.
What is search remarketing (also referred to as "search retargeting")? It is the serving of display ads to users who searched online on a particular keyword phrase regardless of whether they click on your paid search ad or not. For a moment, think about all of the impressions your paid search campaigns generate. Then think about your click-through rates. There are a lot of ad impressions and clicks from which you're not getting a potential customer for any number of reasons. That's where, especially for a B-to-B company, search remarketing can augment your acquisition efforts.
Here are five unique reasons search remarketing is a great B-to-B investment.
- Proven ROI
According to a study by Criteo, website visitors who are retargeted with display ads are 70 percent more likely to convert. Search marketers often find that search remarketing lifts overall campaign results through direct conversions and even more so through view-through conversions.
- Targeting By Behavior
One of the most unique aspects of search remarketing is that it is driven by actual user intent. These individuals have self-identified their exact need via a search query and have given you the specific information you need to continue to message them. Depending on the search query, this can help you craft unique messaging and determine how much budget you should allocate towards continuing to interact with the potential lead. With search remarketing you can target users who saw a particular paid search landing page with related ads. Maybe a user viewed your solutions page but didn't view the page where they could get free training? Search remarketing ads enable you to get the free training message in front of such prospects automatically.
- You Have Complex Products
Not all B-to-B products are complicated, but very often the level of information a customer needs to make a purchasing decision can't be ascertained by reading one paid search ad or landing page. Often potential customers need to conduct multiple searches as they move through different phases of information gathering. With search remarketing, you are able to keep your brand top of mind with the user through multiple searches, increasing your opportunity for engagement.
- Longer Sales Cycles
Both B-to-C and B-to-B require a sales process, but often B-to-B is a lengthier, more intensive process from information gathering to becoming an actual lead. With remarketing platforms, you are able to continue to serve ads to a user for a longer period of time, based on just one search—even up to 180 days after the search, depending on the platform (whereas with paid search, you are reliant on them searching again on one of your targeted keyword phrases).
- Incremental Investment
In terms of a quality investment you can't do much better than advertising to someone who has self-identified themselves to you, whether they have clicked on one of your paid search ads or even if it was from just scanning the search results. At this point, NOT remarketing to these potential customers is a big missed opportunity. For example, what if they went to a competitor, didn't find what they needed, and abandoned their search? As they are checking online news, they see one of your remarketing ads that speaks to exactly what they thought they would be getting from a competitor. That's a significant opportunity for re-engagement and acquisition.
On a basic level, search remarketing should seem very much like a common sense addition to a B-to-B company's marketing mix. With the right strategy, remarketing in 2015 can be a powerful addition to your customer acquisition efforts.