Retargeting in the B2B environment: is it worth the effort?

In the B2B environment, leads are the measure of all things and the basis for good business. All the more annoying when website visitors don’t bite immediately. Remarketing helps you bring back target customers who seem to have gone missing. Is it worth the effort?


With retargeting, you can bring back visitors to your website. To do this, your display ads are placed on other websites within an advertising network. This is very helpful because after all, about 98% of all visitors leave a website without leaving their contact details. An enormous sales potential, as you can imagine.

Excursus: Remarketing

Remarketing is a Google term that basically means nothing other than retargeting. The corresponding product is called “Google Remarketing”.

By the way, the term has a completely different meaning in retail. There, we speak of remarketing when used objects are marketed again after they have been repaired and cleaned. However, we will not go into this further here.

Costs of retargeting

It is in the nature of things that the click rates of retargeting ads are significantly higher than conventional display ads. After all, the user has already shown interest. He may also remember the advertised brand. In our experience, the CTR is around twice as high.

Is the conversion rate also better with users who have been brought back in this way? The fact that they have already been to the website without converting speaks against this.

How retargeting works

Retargeting works via cookies. If a user is on your website, the cookie is automatically installed. If the user subsequently visits the websites of members of the advertising network (“publisher”), the cookie is recognized and corresponding advertising is played.

The advertising is provided by the so-called “ad server” of the retargeting provider, such as Google Remarketing.

Beforehand, you (“advertiser”) must conclude a contract with the retargeting provider. In addition, a special Javascript must be installed on your website so that your visitors can be tracked.

Dynamic retargeting

Dynamic remarketing goes a few steps further than traditional remarketing. Here, product-specific information is also used, for example, that results from a visit to an online store. The retargeting ad then presents exactly the article that the potential customer once called up. Dynamic retargeting is implemented by adding industry-specific attributes to tags.