Harnessing the Power of Retargeting for SaaS Businesses


The SaaS (Software as a Service) industry is booming, and with the surge in competition, businesses need to leverage all available marketing strategies to stand out. One such strategy is retargeting, a highly effective tool in the arsenal of marketing for SaaS companies.

Understanding Retargeting

Retargeting is a powerful technique in the realm of digital marketing that ensures your brand maintains a prominent presence before visitors who navigate away from your website. On initial interactions, a mere 2% of web traffic typically results in conversions. However, the concept of retargeting specifically caters to the remaining 98% of users who require additional exposure and persuasion to convert into customers.

The Importance of Retargeting

By leveraging retargeting, SaaS businesses can establish an uninterrupted link with prospective customers who have previously exhibited interest in their product or service. This strategic approach allows them to nurture these leads and sustain engagement throughout the customer journey. By honing in on individuals who have shown recent interest in your brand and are already familiar with it, this approach significantly boosts the conversion rate. It capitalizes on the advantage of targeting an audience that is primed for conversion, resulting in a greater likelihood of successful customer engagement.

The Power of Retargeting in SaaS Marketing

Retargeting is particularly beneficial for SaaS businesses due to their unique business model. SaaS companies sometimes provide services based on subscriptions, so customer retention and subscription renewals are as important as new acquisitions.

Increasing Conversions and Customer Retention

A potential customer might visit your website, explore your SaaS offerings, but not subscribe immediately. Retargeting ensures your brand stays top-of-mind, thereby increasing the chance they return to complete the subscription process. It also plays a crucial role in customer retention by reminding existing customers about renewal dates or updates in your service.

Building Brand Awareness

As a SaaS business, you're not just selling a product—you're selling a service that requires trust. Retargeting can help build brand awareness over time by consistently reminding potential and existing customers of your presence, further developing that crucial element of trust.

Best Practices for SaaS Retargeting Campaigns

Now that we’ve discussed the benefits of retargeting, let's delve into the best practices for SaaS businesses to fully harness the power of this strategy.

Segment Your Audience

In retargeting, one size doesn't fit all. The key to success is audience segmentation, where you group your website visitors based on specific behaviors or interests. For instance, you can target visitors who viewed pricing pages with special discount offers, or those who left midway through the subscription process with an advertisement nudging them to complete it.

Personalize Your Ads

Once you've segmented your audience, ensure that your retargeting ads are personalized to match their behavior and needs. When a prospective customer displays interest in a specific feature of your SaaS product, it is essential to tailor your retargeting ad to showcase and emphasize that particular feature. By focusing on their expressed interest, you can effectively capture their attention and reinforce the value proposition of your product, increasing the likelihood of converting them into a satisfied customer.

Employ Multichannel Retargeting

Utilize a variety of platforms for retargeting purposes instead of restricting yourself to a single platform.With the increasing use of social media, channels like Facebook, LinkedIn, Instagram, and Twitter can also be effective platforms for retargeting ads.

Monitor and Optimize Your Campaigns

To ensure your retargeting campaigns maintain optimal effectiveness, it is crucial to consistently monitor and optimize them. By continuously assessing essential metrics like click-through rate (CTR), return on ad spend (ROAS), and conversion rate you can proactively evaluate the performance of your campaigns. This ongoing evaluation empowers you to make informed decisions and refine your strategies, leading to improved results and outcomes for your campaigns. This consistent assessment enables you to gauge the performance and success of your campaigns, facilitating informed decision-making. Based on these metrics, optimize your campaigns for better performance.

Retargeting Tools for SaaS Businesses

To effectively implement retargeting strategies, there are several tools SaaS businesses can utilize:

Google Ads Remarketing

Google Ads Remarketing allows you to show ads to your website visitors when they browse sites within the Google Display Network.

Facebook Pixel

The Facebook Pixel is a website code snippet that enables you to gauge, refine, and establish target audiences for your advertising campaigns while ensuring accurate measurement of their performance.

LinkedIn Insight Tag

By incorporating the LinkedIn Insight Tag into your website, you gain the ability to track conversions, obtain website demographics, and employ retargeting strategies. This lightweight JavaScript tag empowers you with comprehensive campaign reporting and unlocks valuable insights regarding your website visitors.


AdRoll is an e-commerce marketing platform that specializes in retargeting to optimize customer engagement and increase conversions.


In a world where SaaS businesses are vying for consumer attention, retargeting emerges as a powerful tool. By remaining front and center in your potential customer's line of sight, retargeting increases conversions, enhances customer retention, and builds brand awareness.

The key to harnessing retargeting's full potential lies in understanding your audience, personalizing your ads, using multichannel strategies, and continually monitoring and optimizing your campaigns. Utilize the numerous tools available and watch as your SaaS business reaches new heights.

By embracing retargeting, you're not only investing in a marketing strategy but laying the groundwork for a robust, customer-centric SaaS business. So, gear up, get retargeting, and witness your SaaS business take flight.