Remarketing for Professional Services Leads Based on Intent
Phil Bamback, Australian Private Equity Funds and Private Credit Funds
Driving Growth Through Private Equity Funds & Private Credit Funds
This is a pretty good intro into remarketing... hope it makes sense :)
- Pre-research (low intent, just browsing): All Visitors (30 Days), All Visitors (3 Days), Home Page Visitors
- Research (so-so intent, informational): Viewed Multiple Blog Posts, Webinar Registration, Content Download, Used Free Tool
- Recommendation (high intent, transactional): Pricing Page Visitors, Free Trial, Demo Completed (No Purchase)
From a budgeting perspective, you’re going to want to push more of your budget to the right; this doesn’t mean your lower-intent audiences don’t matter, just that they’re further away from converting.
Ensure that, when live, you exclude high value audiences from low value audiences and vice-versa. This will allow you to serve hyper-relevant offers to your fans and avoid the fatigue that may accompany seeing your creative 6+ times.