SaaS Retargeting Campaigns How to Re-engage Prospects and Generate More Leads

In the world of SaaS marketing, generating leads is crucial for the survival and growth of any business. However, it's not always easy to catch the attention of prospects and convince them to convert into paying customers. This is where retargeting comes in as a powerful tool to re-engage with those who have already shown interest in your product or service.

SaaS Retargeting Campaigns

Retargeting is a marketing strategy that targets users who have already visited your website or engaged with your brand in some way. By placing a cookie on their browser, you can track their behavior and show them relevant ads across various platforms they use online.

SaaS retargeting campaigns are an effective way to remind potential customers about your product or service and nudge them toward making a purchase. These campaigns allow you to target prospects who are more likely to convert since they have shown interest in what you offer previously.

Understanding Retargeting

Retargeting is a highly effective marketing strategy used by businesses to re-engage prospects who have shown interest in their products or services but haven't converted into customers yet. It works by displaying targeted ads to prospects as they browse the internet and social media.

The goal is to remind them of your brand and encourage them to revisit your website and complete the desired action, such as filling out a form or making a purchase. There are two main types of retargeting: pixel-based and list-based.

Pixel-based retargeting involves placing a small piece of code called a "pixel" on your website. This pixel tracks visitors' behavior on your site, such as which pages they visited or what actions they took.

Then, when those visitors leave your site and browse elsewhere on the web, they will be shown targeted ads based on their behavior. List-based retargeting, on the other hand, involves uploading a list of email addresses or phone numbers of prospects who have shown interest in your products or services.

Identifying Prospects to Retarget

Retargeting campaigns are powerful tools for reaching out to prospects who have already shown interest in your SaaS product but haven't yet made a purchase. To identify these prospects, you need data on their behavior and engagement with your website and marketing materials.

How to Identify Prospects Who Have Shown Interest But Haven't Converted

One effective way to identify prospects for retargeting is by tracking their behaviour on your website. For example, you might set up tracking pixels that allow you to see which pages they've visited, what actions they've taken (such as filling out a form or clicking a button), and how long they spent on each page. You can also look at email engagement metrics such as open rates, click-through rates and the number of emails sent.

Importance of Segmenting Prospects Based on Behaviour and Interests

Once you have identified potential prospects who have shown interest in your product but haven't converted yet, it's crucial to segment them based on their behaviour and interests. This will help you create targeted campaigns that speak directly to their needs and concerns. For example, if someone has visited your pricing page multiple times but hasn't converted, you might target them with ads that offer discounts or other incentives specifically related to pricing options.

Tips for Crafting Effective Retargeting Ads

Retargeting ads offer a unique opportunity to connect with prospects who have already shown an interest in your product or service. To capitalize on this opportunity and generate more leads, it's important to craft effective retargeting ads that grab attention and encourage action.

Create Attention-Grabbing Ad Copy

Your ad copy is the foundation of your retargeting ad campaign. It should be clear, concise, and attention-grabbing.

Use language that speaks directly to your target audience and highlights the benefits of your product or service. One way to create attention-grabbing ad copy is by using emotional appeals.

Select Effective Visuals

Alongside eye-catching ad copy, visuals play a crucial role in the success of a retargeting campaign. Select visuals that are relevant to your product or service and are visually appealing. This will help grab prospects' attention and encourage them to click through to learn more.

When selecting visuals for your retargeting ads, consider A/B testing different images to see which ones perform best. You could also try using animations or videos for added impact.

Best Practices for Ad Placement and Frequency

Once you've created effective ad copy and visuals, it's important to place your retargeting ads strategically for maximum impact.

Ad Placement

The most effective ad placement will depend on the behavior of your target audience. For example, if you're targeting prospects who spend a lot of time on social media platforms like Facebook or Instagram, placing ads within their feeds may be the most effective.

It's also important to consider ad placement on your own website.

Ad Frequency

Finding the right balance of ad frequency is key. Too many ads can be overwhelming and annoying, while too few may not be enough to capture prospects' attention. A good rule of thumb is to cap ad frequency at around 2-3 times per day per prospect.

This allows for enough exposure without becoming obnoxious.

Leveraging Email Marketing

Utilizing email marketing to complement retargeting efforts

Email marketing is a powerful tool for reaching out to prospects who have shown interest in your product but haven't converted yet. By sending targeted emails that complement your retargeting efforts, you can stay top-of-mind and drive more conversions.

Personalization strategies to increase open rates and click-through rates

One of the most effective ways to increase open rates and click-through rates for your emails is by personalizing them. This means using the recipient's name in the subject line or greeting, as well as tailoring the content of the email to their specific interests and behaviors. For example, if someone has been browsing your website looking at a particular feature, you can send them an email highlighting that feature and how it can benefit their business.

Additionally, segmenting your email list based on behavior and interests allows you to send highly personalized emails that are more likely to resonate with recipients. In addition to personalization, it's important to optimize your emails for mobile devices since many people check their email on their phones.

Measuring Success

When it comes to measuring the success of your SaaS retargeting campaign, there are a few key metrics you should track. The first is click-through rate (CTR), which is the percentage of people who clicked on your ad after seeing it.

This metric tells you how effective your ad is at getting people to engage with your brand. Another important metric is conversion rate, which measures the percentage of people who completed a desired action, such as filling out a form or making a purchase, after clicking on your ad.

The Importance of Ad Frequency

One thing to keep in mind when measuring the success of your SaaS retargeting campaign is ad frequency. Ad frequency refers to how many times an individual person sees your ad. While it's important to make sure that you're reaching prospects multiple times in order to increase brand recognition and boost engagement rates, bombarding them with too many ads can lead to fatigue and decreased engagement over time.


SaaS retargeting campaigns are a powerful tool for generating more leads and increasing conversions. By targeting prospects who have already shown an interest in your product or service, you can increase the chances of them converting and becoming customers.

Updated on: 04-Jul-2023


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