Remarketing for SaaS: What You’re Doing Wrong

Remarketing For Saas: What you're doing wrong

Remarketing is a powerful tool for SaaS companies to re-engage with their prospects and increase conversions.

However, many SaaS businesses make critical mistakes when implementing their remarketing strategies.

In this article, we will discuss the common pitfalls and provide insights on how to create an effective remarketing strategy for your SaaS business.

The ‘Do Nots’ for SaaS Retargeting

When it comes to SaaS retargeting, there are certain practices that you should avoid to maximise your campaign’s success. Here are our top 3 “do nots” to keep in mind:

1) Overwhelming frequency: Bombarding your prospects with excessive ad impressions can lead to ad fatigue and annoyance. Instead, aim for a balanced frequency that keeps your brand visible without becoming intrusive.

2) Lack of segmentation: Treating all your prospects the same can result in irrelevant ads and wasted resources. Segment your audience based on their behaviour, interests, and stage in the sales funnel to deliver personalised and targeted messages.

3) Ignoring ad creatives: The visual appeal of your ads plays a crucial role in capturing attention and driving clicks. Neglecting the importance of compelling ad creatives can hinder your remarketing efforts.

Things to be Cautious About When Retargeting Your SaaS Prospects

While remarketing can be highly effective, there are some aspects you need to be cautious about.

Here are a few considerations when retargeting your SaaS prospects:

1) Privacy and data protection: As a SaaS company, it is crucial to prioritise user privacy and comply with relevant data protection regulations. Ensure that you have the necessary consents and transparency in place when collecting and using customer data for remarketing purposes.

2) Ad frequency capping: While it’s essential to stay visible to your prospects, it’s equally important to avoid overwhelming them with too many ads. Implement ad frequency capping to prevent excessive ad exposure and maintain a positive user experience.

3) Ad placement and context: Consider the placement and context of your remarketing ads to ensure they align with your brand and provide value to your prospects. Avoid displaying ads on low-quality or irrelevant websites that may harm your brand reputation.

How to Create a Powerful SaaS Remarketing Strategy

Now that we have discussed the common mistakes and areas of caution, let’s explore how you can create a powerful remarketing strategy for your SaaS business.

Follow these steps to maximise the impact of your remarketing campaigns:

Step 1. Define your goals

Clearly define your remarketing objectives, whether it’s increasing sign-ups, driving upgrades, or reducing cart abandonment. Setting specific and measurable goals will help you track the success of your campaigns.

Step 2. Segment your audience

Divide your audience into meaningful segments based on their behaviour and interests. Consider factors such as website interactions, trial sign-ups, or past purchases. This segmentation will enable you to tailor your messaging and offers to each segment effectively.

Step 3. Craft compelling ad creatives

Invest time and effort in creating visually appealing and engaging ad creatives. Use persuasive copy, captivating images or videos, and strong calls to action to encourage your prospects to take the desired action.

Step 4. Leverage dynamic remarketing

Take advantage of dynamic remarketing to show personalised ads that feature specific products or services your prospects have shown interest in. This approach increases relevance and improves conversion rates.

Step 5. Test and optimise

Continuously monitor the performance of your remarketing campaigns and optimise them based on data-driven insights. Test different ad variations, landing pages, and audience segments to identify what works best for your SaaS business.

Facebook Ads for SaaS: Re-engage and Convert Users

Facebook Ads offer a powerful platform to re-engage and convert SaaS users. With its extensive reach and advanced targeting options, Facebook can help you reach your SaaS prospects effectively.

Here are our 5 tips for utilising Facebook Ads in your remarketing strategy:

Tip #1. Install the Facebook Pixel

The Facebook Pixel is a tracking code that allows you to monitor user interactions on your website. By installing the pixel, you can track conversions, build custom audiences, and optimise your ad campaigns based on user behaviour.

Tip # 2. Create custom audiences 

Take advantage of Facebook’s custom audience feature to target specific groups of people who have interacted with your SaaS product or website. You can create custom audiences based on website visitors, email subscribers, or even specific actions taken within your app.

Tip # 3. Use lookalike audiences

Lookalike audiences are a powerful tool to expand your reach and target users who have similar characteristics to your existing customers. By creating a lookalike audience based on your best customers or high-converting segments, you can reach a broader audience with similar interests and behaviours.

Tip # 4. Develop engaging ad content

Facebook Ads thrive on engaging visuals and compelling ad content. Create eye-catching graphics, videos, or carousel ads that highlight the unique features and benefits of your SaaS product. Craft persuasive ad copy that clearly communicates your value proposition and encourages users to take action.

Tip # 5. Test and optimise

As with any marketing campaign, testing and optimization are crucial for success. Experiment with different ad formats, targeting options, and messaging to identify what resonates best with your audience. Continuously analyse the performance of your ads and make data-driven optimizations to maximise your ROI.


Retargeting Segments for Every SaaS

While the specifics of your remarketing segments will depend on your SaaS business and target audience, here are some common retargeting segments that can be effective across different SaaS industries:

1) Website visitors: Target users who have visited your website but haven’t signed up or converted yet. Show them personalised ads highlighting the unique value of your SaaS product and offer incentives to encourage them to take the next step.

2) Trial users: Reach out to users who have signed up for a free trial but haven’t upgraded to a paid subscription. Showcase the benefits of upgrading, provide testimonials or case studies, and offer exclusive discounts to drive conversions.

3) Abandoned carts: For SaaS businesses with e-commerce functionality, retarget users who have added items to their cart but haven’t completed the purchase. Remind them of the value they would gain by completing the transaction and offer incentives like free trials or additional features.

4) Churned customers: Don’t forget about past customers who have cancelled their subscriptions. Target them with ads highlighting product updates, new features, or limited-time offers to entice them to re-engage with your SaaS product.

Final Thoughts

Implementing an effective remarketing strategy is crucial for SaaS businesses looking to increase conversions and maximise their marketing efforts. 

By avoiding common mistakes, being cautious about user privacy, and following the best practices outlined in this article, you can create a powerful remarketing strategy that re-engages your prospects and drives them towards conversion.

Utilise the targeting capabilities of platforms like Facebook Ads to reach your audience effectively, and don’t forget to segment your remarketing campaigns based on user behaviour and interests. 

Continuously test and optimise your campaigns to ensure you’re delivering the most relevant and compelling ads to your prospects.

Remember, remarketing is all about providing value to your prospects and reminding them of the benefits your SaaS product can offer. 

By delivering personalised and engaging experiences, you can increase conversions and build long-term relationships with your customers.

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