How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)

With long sales cycles staying top of mind is half the battle when it comes to B2B.

In this blueprint you’ll learn how to build a multichannel B2B retargeting strategy across:

• LinkedIn 
• Meta (Facebook & Instagram)
• X (Twitter)
• & YouTube

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So you can stay omnipresent and convert users across channels. 

I know you’re going to love it, let’s get started! ❤️

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TABLE OF CONTENTS

• Recommended Channels
• Step 1:  Confirm Your Remarketing Pixels are Installed
• Step 2: Create all possible retargeting segments by time frame
• Step 3: Adjust targeting and exclusion parameters
• Step 4: Align on retargeting content and offers
• Step 5: Build all Relevant Retargeting Campaigns
• B2B Retargeting FAQ
• Launch Checklist
• Conclusion & Free Courses

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Recommended Channels: 

• LinkedIn Ads 
• Meta (Facebook & Instagram)
• X (Twitter)
• YouTube

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Minimum Budget:

• $1,000/month (for 1 channel)

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Recommended Targeting:

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Step 1:  Confirm Your Remarketing Pixels are Installed

This is a mandatory first step, and something that needs to be done first.

These pixels are how the ad platforms are able to track users activity and provide you the ability to remarket them with various campaigns and offers. 

Even if you’re not planning to advertise soon on any channels, I HIGHLY recommend creating a free ad account and installing that platform pixel on your site to start building your remarketing pool. 

Here’s what this will look like for each channel.

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How to Install the LinkedIn Ads Pixel In 4 Steps

1. Create a free LinkedIn Ads account 
2. Navigate to the “Analyze” → “Insight Tag” section
3. Choose how to install your tag (recommend Google Tag Manager aka GTM)
4. In Google Tag Manager, create a new tag type with LinkedIn Insight and fire on all pages

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How to Install the Meta (Facebook & Instagram) Ads Pixel In 6 Steps

1. Create a free Facebook Ads account
2. In the Ads Manager navigate to “Events Manager” → “Connect Data Sources”
3. Connect “Web” as a new data source and name your pixel (ex: Meta Pixel)
4. Select your new pixel under “Data Sources” and navigate to “Overview”  → “Setup Pixel”
5. Choose how to install your pixel (recommend Google Tag Manager aka GTM)
6. In Google Tag Manager, create a new tag type with Custom HTML  and fire on all pages

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How to Install the X (Twitter) Ads Pixel In 4 Steps

1. Create a free X (Twitter) Ads account
2. In the Ads Manager navigate to “Events Manager” → “Add Event Source”
3. Install with “Pixel code” and allow 1st-party cookies
4. In Google Tag Manager, create a new tag type with Custom HTM  and fire on all pages

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How to Install the Google Ads Pixel In 5 Steps

By installing the Google Ads pixel you’ll be able to remarket to website visitors on YouTube because Google owns YouTube and all campaigns are created in the same ads manager. 

1. Create a free Google  Ads account
2. In the Ads Manager navigate to “Audience Manager” → “Your Data Sources”
3. Select “Google Ads Tag” → “Edit Source” 
4. Select “Tag Setup” recommend “Use Google Tag Manager” and copy your ID
5. In Google Tag Manager, create a Google Ads Remarketing tag and fire on all pages

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Once complete, confirm all pixels are installed correctly on your website with GTM Preview:

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Remarketing audience size requirements for Meta, YouTube, LinkedIn & X (Twitter)

• Meta (Facebook & Instagram) = 1,000 audience members
• YouTube  = 100 audience members
• LinkedIn = 300 audience members
• X (Twitter) = 100 audience members

Now that you’ve installed all the pixels for the platforms you’re interested in you’ll need to allow the  pixels time to build your cookie pool to meet audience minimums. 

I’ve seen it take  7-30+ days depending on monthly engagement or traffic volumes for the retargeting segment you’re trying to build (ex: website visits, video views, post engagement, etc..).

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Step 2: Create all possible retargeting segments by time frame.

Once your remarketing audience has met minimums it’s time to build your segments. 

This step will vary depending on how large your retargeting audience is. 

In a perfect world we’ll want to create retargeting segments for the following timeframes:

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The advantage of creating retargeting segments by time frame is:

✅ Easily see which cohort performs best

✅ Allocate more budget to the top performing time frame

✅ Align offers and messaging accordingly 

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Watch this video to better understand the thought process behind leveraging different remarketing segments by timeframes:

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In addition to testing timeframes we want to combine as many relevant remarketing segments together in each cohort so we can scale up our overall audience size (more on this in Step 4).

Depending on the channel you’re advertising on, the available remarketing segments will vary.

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Here are my go to choices for each channel below. 

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Top 10 LinkedIn Ads retargeting segments:

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Top 9 Meta (Facebook & Instagram) Ads retargeting segments: 

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Top 5 X (Twitter) Ads retargeting segments: 

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Top 4 YouTube Ads retargeting segments: 

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Depending on your audience sizes you might not be able to use shorter timeframes. 

If that’s the case, default to the next longest one:

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For example: 

❌30 days < 1,000 audience size? Try 90 days

❌90 days < 1,000 audience size? Try 180 days

❌180 days < 1,000 audience size? Hold off on remarketing until your audience sizes build

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Build out each relevant remarketing combination for the channels you want to advertise on. 

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Step 3: Adjust targeting and exclusion parameters.

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Equally important to who you’re targeting is who you exclude. 

With all your retargeting segments created it’s clear who you’re going to target. 

Now it’s time to get clear on who you’ll exclude for each cohort (e.g. 30, 90, 180 days). 

Exclusion audiences allow you to remove users who aren’t a good fit for your targeting. 

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Here’s my go-to exclusions by channel. 

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Top 8 LinkedIn Ads Exclusion Audiences:

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Top 9 Meta (Facebook & Instagram) Ads Exclusion Audiences: 

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Top 6 X (Twitter) Ads Exclusion Audiences: 

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Top 6 YouTube Ads Exclusion Audiences: 

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Feel free to remove and add the exclusions that make sense for your business and who you’re ultimately trying to reach with your retargeting campaigns. 

By no means should you only use the ones I outlined above, some will make sense others won’t. 

Once you’re clear on who you’ll exclude it’s time to align on content and offers.

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Step 4: Align on retargeting content and offers. 

Now that you’re clear on who you’ll target and exclude for each cohort. Let’s chat about what content and offers you’ll want to show them. 

First things first, don’t make the mistake of only showing offers to people in your remarketing audience. This is the equivalent of following someone all day asking them to buy something.

This is what Corporate Bro has to say about that 😂

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Recommended B2B Remarketing Budget Allocation: 

Avoid leaving a bad impression and potentially hurting your brand by also adding content in the mix.

50% of your remarketing budget should go towards adding value to your audience, and 50% goes towards asking them to convert on something (ex: Demo, Trial, Event, etc…)

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With this budget allocation you’re rotating offers and content equally to your remarketing cohorts (e.g. 30, 90, 180 days) and letting the users decide which asset they're interested in. 

Which leads us to common remarketing mistakes you’ll want to avoid. 

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4 Common Mistakes to Avoid with Retargeting:

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1. Only promoting offers ‍

Avoid a pitch fest and split your remarketing budget 50/50 between content and offers as outlined above. 

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2. Retargeting on assumption instead of action

Don’t create these crazy retargeting flows where someone must do X then Y and finally you’ll give them Z. This kills your retargeting audience size and you’re assuming that you’ll be correct 3/3 times (idk about you but I’m not great at guessing). 

Instead show them everything equally (content and offers) and then once they decide to click on an ad, watch a video etc… you can now create unique campaigns to remarket off that activity (now you’re no longer assuming they are interested). 

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3. Not using all available retargeting segments 

Don’t rely on 1 segment alone like a website visitor segment. Instead combine multiple segments together with an OR statement in the same timeframe to scale up your overall retargeting audience so you have more flexibility to layer filters. 

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4. Failing to refresh creative to offset fatigue 

There’s nothing worse than seeing the same ad 1,000 times. This can be easily avoided by creating a workflow to refresh your creatives on a monthly basis. 

Just changing the creatives for the same offers and content will create a new experience for users and help offset ad fatigue. 

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Watch this video to learn more about how to monitor and overcome ad fatigue:

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When we talk about remarketing content and offers equally – what exactly does that mean? 

• White papers?
• Webinars?
• Tutorials?
• Demos?
• Trials?

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The list goes on, and on…

There are 1,000s of offers and content you could potentially promote. 

To help simplify and conceptualize this, here are 4 useful remarketing buckets inspired by Canberk Beker, Global Head of Paid Media at Cognism from episode 2 of Behind the Ads.

Recommended Remarketing Buckets by Timeframe:

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B2B Retargeting Ad Examples:

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Product Marketing 

(Content that focuses on promoting the capabilities of your product)

Social Proof 

(Leveraging others words and results in our ads)

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Thought Leadership

(Content that educates your target audience and positions you as an expert)

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Offers

(Any other type of ad where you’re asking  your target audience to convert)

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Armed with your content and offers by time frame there’s one last step to do. 

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Step 5: Build all Relevant Retargeting Campaigns.

After going through steps 1-4 you should be clear on:

• Which channels you’re going to advertise on 
• What retargeting segments you’ll leverage
• Which exclusion audiences you’ll block
• What content/offers you’ll showcase

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Let’s wrap up with how these campaigns should be built. 

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B2B Retargeting Campaign Structure:

Here’s what the retargeting campaign structure will look like at 10,000 feet:

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Couple of important call outs:

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Every campaign has its own unique timeframe and retargeting bucket. 

‍This makes pacing, optimization, and reporting really easy. 

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‍All retargeting segments within the same timeframe are grouped together as an OR.‍

This allows you to scale your retargeting audience size overall within the cohort. 

Combine segments together with OR not AND. 

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Naming conventions are clear and consistent from the campaign to ad level. ‍

This allows you to easily find your campaigns and reporting on performance. 

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Here’s how to build these campaigns out for each channel.

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How to Build LinkedIn Retargeting Campaigns:

Make sure to disable Audience Expansion and the LinkedIn Audience Network for all LinkedIn retargeting cohort campaigns.

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This will prevent LinkedIn from serving your ads to people not in your retargeting audiences and outside of the LinkedIn platform. 

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Create the following campaigns in the LinkedIn Ads campaign manager across whichever timeframes are applicable for your account: 

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Cohort #1: 30-Day LinkedIn Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (30D) | Image | Awareness
• EX: USA | Demo | Remarketing (30D) | Video | Conversions
• EX: USA | Social Proof | Remarketing (30D) | Carousel | Engagement

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Recommended Objectives:

• Content focus =  Brand Awareness, Engagement, Video Views
• Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible): 

• All website visitors (30D)
• All company page visitors (30D)
• All document interactions (30D)
• All past event attendees (30D)
• All lead gen form opens and submits (30D)
• All single-image ad interactions (30D)
• All 25-97% video viewers (30D)
• All closed lost contacts (30D)

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Recommended Bid Strategies: 

• Content focus = Maximize delivery
• Conversion focus = Manual CPC

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial)

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Cohort #2: 90-Day LinkedIn Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (90D) | Image | Awareness
• EX: USA | Demo | Remarketing (90D) | Video | Conversions
• EX: USA | Social Proof | Remarketing (90D) | Carousel | Engagement
• EX: USA | Thought Leadership | Remarketing (90D) | Image | Awareness

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Recommended Objectives:

• Content focus =  Brand Awareness, Engagement, Video Views
• Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible): 

• All website visitors (90D)
• All company page visitors (90D)
• All document interactions (90D)
• All past event attendees (90D)
• All lead gen form opens and submits (90D)
• All single-image ad interactions (90D)
• All 25-97% video viewers (90D)
• All closed lost contacts (90D)

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Recommended Bid Strategies: 

• Content focus = Maximize delivery
• Conversion focus = Manual CPC

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

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Cohort #3: 180-Day LinkedIn Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (180D) | Image | Awareness
• EX: USA | Demo | Remarketing (180D) | Video | Conversions
• EX: USA | Social Proof | Remarketing (180D) | Carousel | Engagement
• EX: USA | Thought Leadership | Remarketing (180D) | Image | Awareness

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Recommended Objectives:

• Content focus = Brand Awareness, Engagement, Video Views
• Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible): 

• All website visitors (180D)
• All company page visitors (180D)
• All document interactions (180D)
• All past event attendees (180D)
• All lead gen form opens and submits (180D)
• All single-image ad interactions (180D)
• All 25-97% video viewers (180D)
• All closed lost contacts (180D)

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Recommended Bid Strategies: 

• Content focus = Maximize delivery
• Conversion focus = Manual CPC

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

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Optional: 30-Day LinkedIn Offer Bouncers Campaign

If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing. 

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Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}

• EX: USA | Demo | Demo Page Bouncers (30D) | Conversation | Lead Gen

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Recommended Objectives:

• Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible): 

• All pricing, demo, trial, and case study bouncers
• All meeting no-shows

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Recommended Bid Strategies: 

• Conversion focus = Manual CPC

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Ads: Offers

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How to Build Meta (Facebook & Instagram) Retargeting Campaigns:

Highly recommend selecting manual placements of feeds and stories for Facebook & Instagram with creative in the correct dimensions  to prevent your ads from appearing in the wrong formats. 

Also don’t recommend delivering on the Audience Network or Video Feeds based on our past results, and make sure to not to run on Reels unless you have unique creative for that placement. 

Always make sure your creative matches the placement it appears for.

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Create the following campaigns in the Meta Ads campaign manager across whichever timeframes are applicable for your account: 

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Cohort #1: 30-Day Meta Retargeting

‍Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (30D) | Image | Awareness
• EX: USA | Demo | Remarketing (30D) | Video | Sales
• EX: USA | Social Proof | Remarketing (30D) | Carousel | Traffic

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Recommended Objectives:

• Content focus =  Awareness, Traffic, Engagement
• Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences: 

• All website visitors (30D)
• All Facebook page visitors (30D)
• All Instagram page visitors (30D)
• All past event attendees (30D)
• All lead gen form opens and submits (30D)
• All 25-95% video viewers (30D)
• All closed lost contacts (30D)

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Recommended Bid Strategies: 

• Content focus = Maximize reach of ads, link clicks, engagement, or views
• Conversion focus = Maximize number of conversions or leads

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial)

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Cohort #2: 90-Day Meta Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (90D) | Image | Awareness
• EX: USA | Demo | Remarketing (90D) | Video | Sales
• EX: USA | Social Proof | Remarketing (90D) | Carousel | Traffic
• EX: USA | Thought Leadership | Remarketing (90D) | Image | Engagement

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Recommended Objectives:

• Content focus =  Awareness, Traffic, Engagement
• Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences: 

• All website visitors (90D)
• All Facebook page visitors (90D)
• All Instagram page visitors (90D)
• All past event attendees (90D)
• All lead gen form opens and submits (90D)
• All 25-95% video viewers (90D)
• All closed lost contacts (90D)

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Recommended Bid Strategies: 

• Content focus = Maximize reach of ads, link clicks, engagement, or views
• Conversion focus = Maximize number of conversions or leads

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Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

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Cohort #3: 180-Day Meta Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (180D) | Image | Awareness
• EX: USA | Demo | Remarketing (180D) | Video | Sales
• EX: USA | Social Proof | Remarketing (180D) | Carousel | Traffic
• EX: USA | Thought Leadership | Remarketing (180D) | Image | Engagement

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Recommended Objectives:

• Content focus =  Awareness, Traffic, Engagement
• Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences: 

• All website visitors (180D)
• All Facebook page visitors (180D)
• All Instagram page visitors (180D)
• All past event attendees (180D)
• All lead gen form opens and submits (180D)
• All 25-95% video viewers (180D)
• All closed lost contacts (180D)

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Recommended Bid Strategies: 

• Content focus = Maximize reach of ads, link clicks, engagement, or views
• Conversion focus = Maximize number of conversions or leads

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Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

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Optional: 30-Day Meta Offer Bouncers Campaign

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If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing. 

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Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}

• EX: USA | Demo | Demo Page Bouncers (30D) | Image | Leads

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Recommended Objectives:

• Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences: 

• All pricing, demo, trial, and case study bouncers
• All meeting no-shows

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Recommended Bid Strategies: 

• Conversion focus = Maximize number of conversions or leads

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‍Ads: Offers

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How to Build X (Twitter) Retargeting Campaigns:

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With X (Twitter) we don’t have the ability to filter by time frame so we’ll create the following campaigns in the ads manager: 

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Cohort #1: All Time (Twitter) Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (All Time) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (All Time) | Image | Reach
• EX: USA | Demo | Remarketing (All Time) | Video | Conversions
• EX: USA | Social Proof | Remarketing (All Time) | Carousel | Engagement
• EX: USA | Thought Leadership | Remarketing (All Time) | Image | Reach

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Recommended Objectives:

• Content focus = Reach, Video Views, Engagement, Website Traffic
• Conversion focus = Conversions or Keywords

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences: 

• All website visitors (All Time)
• All 50-100% video viewers (All Time)
• People who saw your tweets (All Time) 
• Followers of your X (Twitter) profile (All Time)

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Recommended Bid Strategies: 

• Content or conversion focus = Autobid

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

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Optional: All Time X (Twitter) Offer Bouncers Campaign

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If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing. 

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Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (All Time) | {Ad Type} | {Objective}

• EX: USA | Demo | Demo Page Bouncers (All Time) | Image | Conversions

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Recommended Objectives:

• Conversion focus = Conversions or Keywords

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences:

• All pricing, demo, trial, and case study bouncers
• All meeting no-shows

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Recommended Bid Strategies: 

• Content or conversion focus = Autobid

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Ads: Offers

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How to Build YouTube Retargeting Campaigns:

Create the following campaigns in the YouTube Ads campaign manager across whichever timeframes are applicable for your account: 

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Cohort #1: 30-Day YouTube Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (30D) | In-Stream | Views
• EX: USA | Demo | Remarketing (30D) | In-Stream | Conversions
• EX: USA | Social Proof | Remarketing (30D) | In-Stream | Views

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Recommended Objectives:

• Content focus =  Get views
• Conversion focus = Drive conversions

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences: 

• All website visitors (30D)
• All YouTube video viewers (30D)
• All YouTube subscribers (30D)

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Recommended Bid Strategies: 

• Content focus = Max CPV
• Conversion focus = Maximize conversions

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial)

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Cohort #2: 90-Day YouTube Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (90D) | In-Stream | Views
• EX: USA | Demo | Remarketing (90D) | In-Stream | Conversions
• EX: USA | Social Proof | Remarketing (90D) | In-Stream | Views
• EX: USA | Thought Leadership | Remarketing (90D) | In-Stream | Views

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Recommended Objectives:

• Content focus = Get views
• Conversion focus = Drive conversions

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences: 

• All website visitors (90D)
• All YouTube video viewers (90D)
• All YouTube subscribers (90D)

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Recommended Bid Strategies: 

• Content focus = Max CPV
• Conversion focus = Maximize conversions

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

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Cohort #3: 180-Day YouTube Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}

• EX: USA | PM Content | Remarketing (180D) | In-Stream | Views
• EX: USA | Demo | Remarketing (180D) | In-Stream | Conversions
• EX: USA | Social Proof | Remarketing (180D) | In-Stream | Views
• EX: USA | Thought Leadership | Remarketing (180D) | In-Stream | Views

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Recommended Objectives:

• Content focus =  Get views
• Conversion focus = Drive conversions

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences:

• All website visitors (180D)
• All YouTube video viewers (180D)
• All YouTube subscribers (180D)

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Recommended Bid Strategies: 

• Content focus = Max CPV
• Conversion focus = Maximize conversions

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

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Optional: 30-Day YouTube Offer Bouncers Campaign

If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing. ‍

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Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}

• EX: USA | Demo | Demo Page Bouncers (30D) | In-Stream | Conversions

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Recommended Objectives:

• Conversion focus = Drive conversions

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible): 

• All pricing, demo, trial & case study visits

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Recommended Bid Strategies: 

• Conversion focus = Maximize conversions

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Ads: Offers

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B2B Retargeting FAQ

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There’s no shortage of questions around implementing successful retargeting campaigns. 

We completely understand the complexity (especially when it’s your first time building them). 

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Here’s 5 of the most common retargeting questions we hear from clients:

How long does it take to build a retargeting audience?

•  7-30+ days depending on monthly engagement or traffic volumes for the retargeting segment you’re trying to build (ex: website visits, video views, post engagement, etc..)  

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How many channels should you advertise on?

•  Focus on one advertising channel at a time when you have a limited budget (ex: < $3,000/month) master it and then expand to other channels over time. 

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How do you calculate your starting retargeting budget? 

•  $25-$100/day is a general rule of thumb you can follow as it’s enough to support the average costs per platform and coverage for small retargeting audiences when starting out. 

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How does retargeting work?

•  Leveraging first party and third party data ad platforms are able to track user behavior in-app and out of platform allowing you to remarket to them based on past behavior. 

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How often do you need to refresh creatives for retargeting? 

•  A smaller audience size (ex: < 50,000) typically requires more frequent creative refreshes vs a larger one (ex: > 50,000) to prevent ad fatigue. At minimum you should aim to refresh ad creatives on a monthly basis to stay ahead of ad fatigue. 

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Launch Checklist 

We’ve covered quite a bit in this blueprint! 

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Here’s a checklist we put together to help you easily reference when launching your retargeting campaigns to make sure you don’t forget anything and avoid common pitfalls. 

• LinkedIn Retargeting: Launch Checklist
• Meta Retargeting: Launch Checklist
• X (Twitter) Retargeting: Launch Checklist
• YouTube Retargeting: Launch Checklist

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