While managing B2B campaigns are a big challenge in the search marketing space, over time we’ve learnt that using Remarketing – we can address the challenges rather quickly. What are these challenges in the online space:

a. Audience differentiation between consumer and business audience.

b. Common web destination for both consumer and business.

c. Limited traffic or premium prices on niche sites.

d. Same keywords on search for consumer and business products.

If you run campaigns on search and on the Google Display Network, you are likely to be familiar with the remarketing feature or audience targeting feature available. By advertising on mass keywords and selecting topics of interest to your audience the first step involves collecting the audience data that you will want to build your remarketing list on. Secondly, you;ll want to setup your site and tag it in such a way that each product/service bucket can be easily identified and you are able to setup the audiences lists clearly. Third, ensure your campaign runs across 3-4 weeks.

With the data collected over the course of time, the next advance step to take is to start using your remarketing lists. These lists will help you identify where all the users have landed on your site, which product/service interest them the most, and if at all they have taken any action on your site (if you are doing conversion tracking). Setup unique creative messaging for your audiences in the list, and start serving them ads across the network.

The entire learning process is estimated to take place any where between 1 – 2.5 months. At the end of it, you will have a solid database of your target audience and you will see your ROI only go up (provided you keep your list fresh – as audience interest will change).

So, while the travel guys have really used remarketing brilliantly – the B2B guys can use it to take their digital marketing plans to the next level. I’ve not seen many other brands or businesses in asia really take advantage of this feature.

Use it – you won’t regret the change.

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