Last month, we wrote a blog post on retargeting, including best practices, and why retargeting (or remarketing) was an important tool for B2B marketers. Given that less than 2% of online visitors (according to Optify’s B2B Marketing Benchmark Report) convert to customers, retargeting can become a complementary tool for bringing back potential lead opportunities that did not “convert” in a first visit.
While there are many remarketing/retargeting services, we often get asked how to choose one over another. In other words, why should B2B marketers use a retargeting solution other than Google AdWords?
In my opinion there are three critical factors B2B marketers need to evaluate when choosing a remarketing vendor. The objective of this post is to look at these factors in greater depth and identify why you might choose Google Remarketing (over a competitive vendor).