Google has grown to become a dominant search engine. It is considered to be the most advisable and acceptable platforms, especially on mobile devices since a large growing segment of consumers tend to use their smart phones to look up anything on the web.

Google AdWords has become the main source of Google’s revenue. By investing a good budget on AdWords, you can generate quality business leads and can target the right customers with the right keywords.

While running an Ad campaign, you need to implement well optimised keyword strategies, well organised ad copies and you need to analyse data from the previously run campaigns. All these are dependent on the kind of campaign you are planning to run, whether a website traffic campaign, or a lead generation campaign. But in order to retarget visitors who visited your site or a specific webpage, we use features like Remarketing. Remarketing is a feature that enables you to customize your ad campaign to retarget the visitors who previously visited your website when they search the web and install your apps.

The main purpose behind this feature is to bring back the visitors to your website and to make them finish their transaction or execute any conversion or goal process like filling out a form. According to a research, remarketing converts up to 65% traffic, while search engine campaigns hardly convert 21%.

If you see practically, remarketing is a way through which you can easily find those people who have shown enough interest in your products or services during their website visits. These prospects are more important for your conversion funnels where you can get better insights.

Remarketing can be the best Adwords strategy to boost your B2B campaigns. Conversion funnels are comparatively longer for traditional B2C companies where creating brand awareness, educating the consumer, interacting with them and encouraging them to complete their conversion process is more important.

Before digging into the B2B remarketing campaigns, you must know the four types of Google Adwords remarketing tools that are used:-

  • Static Remarketing: It serves display ads to all the users who have viewed a specific area or category of your website
  • Dynamic Remarketing: It shows your products and services on every platform that the user visits
  • Remarketing Lists for Search Ads (RLSA): This will retarget those people who have visited your web page or site and bounced back without completing any goal or conversion
  • Video Remarketing: Retargets ads to people who have watched your YouTube videos or visited your site


Integrate Adwords account with Google Analytics:

To boost B2B remarketing campaigns, you first need to integrate your Google Adwords account with Google Analytics in order to get well summarised insights of user visit type, user sessions, number of pages visited, demographic, geo location, bounce rate, searched terms and much more.

Segment your Audience List:

The most efficient way for B2B marketers to dig out the highest purchase intent visitors is to create segments on different criteria and behaviour. The most common segments in Google analytics are:-

  • People who almost convert
  • People who spend the most time on your site without converting

You can segment your users by demographic information, by how often they visit and conduct transactions, etc.

To build up your remarketing list, it is important to know detailed information about your audience. You can access this from the Google analytics segmentation, as discussed above.

Maximize your video campaigns:

Content marketing is mandatory for all your marketing strategies. Without content you can create and render merchandise to your audiences, however, how durable and compelling is it?

When we talk about content, it is important to talk about video. Its importance has grown over the years and it is here to stay forever. According to a report, researchers found that 54% of consumers really want to see videos from brands they like and support in comparison to email newsletters (46%) or social image (41%) based content. They also found that video content was the most memorable (43%) among text (18%) and images (36%). In simple English, video is a gold mine for your SEO, CTR and conversions.

If search campaigns fail to get expected ROI, we can take a totally different path to approach users by providing educational videos, intro and how-to-videos, etc. This way we can leverage YouTube videos which can give a new face to our brand.

Reduce ad cost with frequency capping:

It is better to optimize your frequency capping to boost your B2B marketing campaigns with remarketing.

Frequency capping is a tool that allows you to limit the ad delivery to the same users in a set period of time. In simple words, it refers to the number of times a user will see your ads i.e. impression.

If you set a frequency cap of a campaign as 5/24 hours, your ad will show a maximum of five times to the same users in 24 hours. This can be executed when your users interact on any of your ads or visit your site. Remarketing will then follow those particular users and serve them with intended banner ads or messages.

In order to find your frequency reports,

  • Your AdWords account should be linked to Google analytics
  • Make sure you are running display ad campaigns

Whether impression comes from the same banner ads or from different banners will depend on the ad rotation system inside the campaign (it can be random rotation, based on CTR, or based on performance).

AdWords Frequency Reports can show when your cost per acquisition significantly drives down your overall return on ad spend. When you set a high ad frequency cap on a poorly performing ad, your ad will show up more often and will drive down conversion rates with diminishing returns.

This also means that if your ad stinks, people you’re trying to bring back into the funnel will more likely be agitated. Be sure to run a few tests before kick-starting your remarketing campaign.


The changes in the frequency capping are crucial when you are trying to increase or limit your inventory.

In order to gain more impressions on your ads, changes in the frequency capping is the most vital part of boosting your B2B remarketing campaigns. This way you will gain more impressions and will also decrease the CTR performance.

This means when you are trying to increase the frequency capping for your AdWord campaign, you will end up decreasing the average quality performance of your traffic.

For this reason, we would advise not to consider the CTR and performance of the banners and/or campaign before the changes.

It is advisable to boost your B2B remarketing campaign. Try to set a low frequency cap, for example, 2/24 hours or 5/24 hours, and then try to get its performance.


Also read: Leverage Social Media To Build Your Brand