How do you align your remarketing strategy with your customer journey and sales funnel stages?

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Remarketing is a powerful way to reconnect with your website visitors and persuade them to take action. But not all visitors are at the same stage of the customer journey or the sales funnel. To optimize your remarketing campaigns, you need to align your strategy with your audience's needs, interests, and readiness to buy. Here's how you can do that.

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1 Understand your customer journey and sales funnel

The customer journey is the process of moving from awareness to consideration to decision to loyalty. The sales funnel is the framework that maps out the stages of the customer journey and the actions required to move prospects to the next level. By understanding your customer journey and sales funnel, you can segment your remarketing audience based on their behavior and goals, and tailor your messages accordingly.

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2 Set up conversion tracking for remarketing

Conversion tracking is the key to measuring and improving your remarketing performance. It allows you to track the actions that your visitors take on your website, such as signing up for a newsletter, downloading a guide, requesting a quote, or making a purchase. By setting up conversion tracking, you can create remarketing lists based on the conversions that matter to you, and optimize your bids and budgets accordingly.

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Sascha A. Z.
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Effective remarketing hinges on precise conversion tracking, enabling targeted strategies based on user actions. Implementing a site-wide tag, as recommended by Google, ensures accurate tracking across all browsers. Options like Google Tag Manager and Google Analytics enhance this process, offering detailed insights and facilitating cross-domain tracking. However, it's crucial to monitor conversion reports regularly, as not all conversions may be observable due to various factors like user settings. Adapting bids based on these reports, especially when using Smart Bidding strategies, helps maintain campaign effectiveness despite potential underreported conversions

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3 Choose the right remarketing platform and format

There are different remarketing platforms and formats that you can use to reach your audience, depending on your objectives and budget. For example, you can use Google Ads to run display, search, or video remarketing campaigns across the Google network, or Facebook Ads to run dynamic product ads or carousel ads on Facebook and Instagram. You can also use email marketing, SMS marketing, or web push notifications to remarket to your subscribers. Choose the platform and format that best suits your audience's preferences and behavior.

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Praveen Das

Co-founder at factors.ai | Signal-based marketing for high-growth B2B companies | I write about my founder journey, GTM growth tactics & tech trends
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Remarketing is not about reaching out again; it’s about making sure your message resonates based on where your customers are in their journey. Let’s break down how to align your remarketing strategy with the different stages of your sales funnel. 1. Segment users based on their interactions (e.g., website visitors, cart abandoners, past customers). 2. Select the Right Platform: Google Ads: Best for reaching a wide audience through search and display networks. Facebook Ads: Ideal for engaging users visually and leveraging social interactions. 3. Choose the Appropriate Format: Display Ads: Use for brand recall among general visitors. Dynamic Ads: Perfect for retargeting users who abandoned carts, showcasing products they viewed.

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4 Create relevant and personalized remarketing ads

The success of your remarketing campaigns depends largely on the quality and relevance of your ads. You want to create ads that match your audience's stage of the customer journey and the sales funnel, and that offer value and incentive to take action. For example, you can use dynamic remarketing ads to show products or services that your visitors viewed or added to their cart, or use testimonials and reviews to build trust and credibility. You can also use personalization techniques, such as using your audience's name, location, or interests, to make your ads more engaging and appealing.

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Nick Pifer

Entrepreneur | Performance Marketer | Over $100 Million in Ad Spend Across Every Platform
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One of the easiest ways to create relevant ads when first launching remarketing campaigns is to categorize them into these three stages: 1. Top of Funnel (TOFU) 2. Middle of Funnel (MOFU) 3. Bottom of Funnel (BOFU) Since every company has different marketing & sales cycles - some with many more than three stages, it helps create a manageable plan for rolling out the remarketing. Your TOFU ads will focus on getting people who have interacted with your company to actually hand over their contact information / become a lead. Your MOFU ads will focus on getting those leads onto a demo / sales call. Your BOFU ads will help convert people to paying clients. Testimonial ads work great here. Keep it simple to start and then iterate.

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5 Test and optimize your remarketing campaigns

Remarketing is not a set-it-and-forget-it strategy. You need to constantly monitor and analyze your remarketing campaigns to see what works and what doesn't, and to make adjustments as needed. You can use tools like Google Analytics, Google Optimize, or Facebook Analytics to track and measure your remarketing performance, such as impressions, clicks, conversions, cost per conversion, and return on ad spend. You can also use A/B testing, multivariate testing, or split testing to experiment with different ad elements, such as headlines, images, copy, call to action, or landing pages, and see which ones generate the best results.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Magdalena Frackowiak

I do Google Ads and Grants with SEO and GEO - as a cohesive strategy. Founder of Ultra and Donate.Agency
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Remarketing, while effective in re-engaging potential customers, has several challenges. One issue is ad fatigue, where repeated exposure to the same ad becomes annoying. Privacy can also be an issue...especially for gifts. Just ask anyone who sells engagement rings. Not ideal if your partner is using the same devices as you

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How do you align your remarketing strategy with your customer journey and sales funnel stages?

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1 Understand your customer journey and sales funnel

2 Set up conversion tracking for remarketing

3 Choose the right remarketing platform and format

4 Create relevant and personalized remarketing ads

5 Test and optimize your remarketing campaigns

6 Here’s what else to consider

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