Retargeting helps SaaS companies turn website visitors into paying customers by showing them targeted ads after they leave.
Tracking pixels and cookies let you monitor visitor behaviour and display personalised ads that match their interests and stage in the buying journey.
Many SaaS companies struggle to convert first-time visitors. Most people need multiple touchpoints before making a purchase decision.
Smart remarketing campaigns help you stay top-of-mind and bring those visitors back when they’re ready to buy.
Retargeting works across multiple channels, from social media to search engines. You can reach potential customers wherever they spend time online, with messages tailored to their specific needs and interests.
Key Takeaways
- Tracking pixels enable personalised ad delivery to previous website visitors
- Multi-channel campaigns keep your brand visible across different platforms
- Strategic messaging based on visitor behaviour increases conversion rates
Understanding Retargeting for SaaS
Retargeting brings back website visitors who showed interest but didn’t convert. This strategy proves especially powerful for SaaS companies looking to boost their subscription rates.
What Is Retargeting?
Retargeting uses a tracking pixel code on your website to follow visitors after they leave. This pixel places a cookie on their device to track their behaviour.
When these visitors browse other websites, your targeted ads appear based on their previous interactions with your site.
The process works across:
- Social media networks
- Display ad networks
- Search engines
- Email campaigns
Why Retargeting Matters for SaaS
SaaS retargeting builds credibility and increases brand recall.
Most people don’t subscribe to a SaaS product on their first visit. They need multiple touchpoints before making a decision.
Key benefits of retargeting:
- Keeps your brand top-of-mind
- Nurtures leads through the sales funnel
- Reduces customer acquisition costs
- Increases conversion rates
How Retargeting Differs for SaaS Products
SaaS retargeting focuses on longer sales cycles and higher-value commitments than typical e-commerce. You can target different stages of the buyer’s journey with specific messaging.
For example, show product demo offers to visitors who read pricing pages. Blog readers might see educational content first.
Cart abandonment retargeting for SaaS focuses on subscription sign-ups and free trial conversions rather than one-time purchases.
Unique SaaS retargeting approaches:
- Feature-specific messaging
- Free trial promotions
- Case study showcases
- ROI calculators
Building a Retargeting Audience
Creating effective retargeting audiences requires careful planning and smart data use. Focus on user behaviour, demographics, and your existing customer data to build highly targeted campaigns that convert.
Segmenting Prospective Users
Breaking down site visitors into specific groups based on their actions leads to better results.
Key segments to target:
- Blog readers who spent over 2 minutes on articles
- Pricing page visitors in the last 30 days
- Free trial signups who haven’t converted
- Demo requesters who didn’t schedule
Trial users often need extra nurturing. Offer extended trial periods or specialised content to move them towards conversion.
Behavioural and Demographic Targeting
Use essential tools to track and target user behaviour:
- Facebook Pixel for social media engagement
- Google Analytics for website interactions
- CRM systems for email response tracking
By monitoring specific user actions, you can create more personalised retargeting messages. For example, target users who abandoned the signup process with simplified registration flows.
Campaigns perform best when you combine behaviour data with demographic filters like company size and industry type.
Leveraging First-Party Data
Start with your CRM data to create highly targeted audiences. This includes:
- Current customer profiles
- Email engagement metrics
- Support ticket history
- Product usage patterns
Building custom audiences in Facebook based on this first-party data allows you to create more relevant ads.
Use email lists to create lookalike audiences, especially when targeting similar businesses in the same sector.
Crafting Compelling Ad Content
Creating effective ad content for SaaS retargeting requires a mix of persuasive messaging and targeted personalisation.
The right combination of these elements can boost click-through rates and conversions significantly.
Ad Copy Best Practices for SaaS
Start with a clear, benefit-focused headline that speaks directly to the user’s pain points. Using numbers and statistics in headlines can increase engagement by up to 40%.
Key elements to include in every ad:
- A unique value proposition in the first line
- Social proof (user counts, testimonials)
- Action-oriented language
- Clear call-to-action buttons
Shorter copy often works better for retargeting ads. People have already visited your site and need reminders rather than lengthy explanations.
Personalising Creative Elements
Tailor your ad visuals and messages based on specific user behaviours. Show different images to users who viewed pricing pages versus those who read blog posts.
Successful retargeting campaigns use:
- Custom images for different user segments
- Dynamic product screenshots
- Personalised offers based on browsing history
- Region-specific messaging
Test different colour schemes and layouts for each audience segment to find what resonates best.
Aligning Offerings with Funnel Stages
Match your ad content to where prospects are in their buying journey.
Top-of-funnel visitors receive educational content. Bottom-funnel prospects see trial offers.
Funnel-aligned approach:
- Awareness: Educational content and guides
- Consideration: Feature comparisons and case studies
- Decision: Free trial offers and implementation support
Platform-specific strategies work best when matched to user intent at each stage.
Multi-Channel Retargeting Approaches
Combining different channels creates a powerful retargeting strategy that keeps your brand visible across multiple touchpoints.
Cross-channel retargeting campaigns get 76% more clicks than single-channel efforts.
Web and Display Retargeting
Start with the Google Display Network to show your ads across millions of websites. Place your retargeting pixel on key pages of your SaaS platform to track visitor behaviour.
Create different audience segments based on specific actions:
- Homepage visitors
- Product page viewers
- Free trial sign-ups
- Pricing page abandoners
Dynamic ads that showcase the exact features prospects viewed deliver strong results. Keep your ad frequency between 7-10 impressions per user to avoid ad fatigue.
Retargeting via Social Media Channels
LinkedIn works well for B2B SaaS retargeting. Target past website visitors with tailored content about product benefits and customer success stories.
Facebook and Instagram help you reach decision-makers during their personal browsing time. Use multi-channel behaviour data to personalise messaging based on previous interactions.
Top social media retargeting tips:
- Use video content to demonstrate product features
- Share customer testimonials
- Highlight industry awards and recognition
- Test different ad formats (carousel, stories, etc.)
Email Retargeting Strategies
Email remains a strong retargeting channel for nurturing SaaS leads. Segment users based on their engagement level and send personalised content.
Send targeted emails to trial users about features they haven’t explored yet. This lead nurturing approach helps boost conversion rates.
Key email retargeting tactics:
- Trigger emails based on specific user actions
- Include personalised product recommendations
- Send abandonment recovery emails
- A/B test subject lines and content
- Time emails based on user engagement patterns
Lifecycle-Based Retargeting Campaigns
Smart retargeting adapts messaging based on where users are in their journey with your SaaS product. Tailoring ads to specific lifecycle stages improves conversion rates and engagement.
Onboarding Sequence Retargeting
Create stage-based retargeting campaigns for new users who’ve just signed up. Show them helpful content that ensures they get value from core features.
Top tips for onboarding retargeting:
- Send video tutorials for key features
- Highlight quick wins they can achieve
- Share customer success stories
- Offer live demo bookings
Space these messages 2-3 days apart to avoid overwhelming new users. Guide them to their first “aha moment” with the product.
Retargeting Trial Users
For trial users, demonstrate clear value before their trial expires. This group needs extra attention since they’re actively evaluating the product.
Key campaign elements:
- Case studies from similar companies
- ROI calculators and metrics
- Limited-time upgrade offers
- Feature comparison guides
Lifecycle marketing with testimonials works well here. Real customer quotes help trial users envision their own success.
Retargeting Lapsed and Churned Users
For users who’ve stopped engaging or cancelled, focus campaigns on what’s new and improved. This audience often needs to see meaningful changes before reconsidering.
Winning strategy includes:
- Updates about new features
- Special “win-back” discounts
- Product improvements since they left
- Customer testimonials about recent changes
Time these campaigns carefully, usually waiting 30-60 days after churn before starting re-engagement efforts.
Measuring Retargeting Success
Track the right metrics to optimise retargeting campaigns and get better returns on ad spend. The right measurement approach helps you make smart decisions about audience targeting and messaging.
Key Performance Indicators for SaaS Retargeting
Click-through rates are a vital first indicator. I aim for 0.5-1% CTR for B2B SaaS retargeting ads.
The most important metrics I track include conversion rate from ad to free trial or demo and cost per acquisition (CPA).
I also monitor free trial to paid conversion rate and customer lifetime value (CLV).
I focus on tracking valuable user actions like demo bookings and sign-ups rather than just clicks.
Setting Goals and Attribution Models
I always set clear campaign goals before launching retargeting ads. For SaaS, my primary goals typically centre on demo requests and free trial sign-ups.
Multi-touch attribution models help me understand how retargeting fits into the broader customer journey. I prefer position-based attribution, giving 40% credit each to first and last touch, with 20% spread across middle interactions.
I use A/B testing to optimise messaging. For example, emphasising ROI in ad copy often drives more demo requests than focusing on features.
Best Practices and Avoiding Common Pitfalls
Setting clear limits and maintaining fresh ad content can make or break a SaaS retargeting campaign.
Frequency Capping and Brand Safety
I recommend setting a frequency cap of 7-10 exposures per user within a 30-day period. This sweet spot helps prevent audience fatigue whilst maintaining enough visibility to drive conversions.
Brand safety is equally vital. I ensure my ads appear only on reputable websites by creating exclusion lists for unsuitable sites and using brand safety filters in ad platforms.
I also monitor placement reports weekly and set strict contextual targeting parameters.
Ad Fatigue and Creative Rotation
Fresh creative content is essential for maintaining campaign effectiveness.
I rotate my ads every 2-3 weeks to keep the message engaging.
My tested creative rotation strategy includes using 3-4 different ad variations simultaneously.
I also test various value propositions.
I update imagery regularly.
I adjust call-to-action buttons.
Simple, branded designs with minimal copy work best for my ads.
Bold colours and clear CTAs help my ads stand out without becoming intrusive.
