Retargeter Blog

B2B ReTargeting vs. B2C ReTargeting

ReTargeting has traditionally been used as a tool for helping B2C websites brand their business and drive conversions. Case studies and anecdotal evidence of retargeting’s value-add to B2C brands can be found on numerous resources across the web. However, there is a huge opportunity for B2B brands to grow their business through retargeting.

We’ve gathered data from across the majority of our clients, and while retargeting for B2C brands works extremely well, we do not think that retargeting for B2B endeavors should be ignored. In fact, for most of our measured metrics, we’ve found B2B retargeting to outerform B2C retargeting.

Here are our results:

  • CTR: B2B retargeting outperforms B2C retargeting by 147%
  • Conversions Per Impression: B2B retargeting outperforms B2C retargeting by 402%
  • Conversions Per Click: B2B retargeting outperforms B2C retargeting by 273%
  • Click-through Conversions Per Click: B2B retargeting outperforms B2C retargeting by 189%

Based on our in depth analysis, display retargeting performs noticeably better for B2B companies than B2C, which is great since B2C ReTargeting provides such a strong ROI. We have a several ideas as to why this is the case:

  1. Business consumers are more ready to purchase a solution
  2. ReTargeting acts as a reminder for B2B consumers who tend to be very busy
  3. There tends to be a higher sense of purchase urgency with business solutions than with consumer goods

After going through all of this data, there is actually one important parallel between B2B and B2C retargeting campaigns: branding. For B2B and B2C companies, retargeting’s branding component creates a level of comfort between the consumer and the advertiser at a much lower cost than purchasing a billboard or buying ad-space in a magazine. No matter who your target market is, retargeting will always be one of smartest and most effective tactics to build your brand.

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4 Comments

  • Unlike B2C products, B2B products don’t have the luxury of being such impulse buys. That said, it is that much more important for a B2B to use retargeting to stay top of mind with users that demonstrated clear interest but likely got sidetracked, as it is easy to do while running a business. The higher click-through conversion rate of B2B retargeting proves that there is even more untapped potential than in B2C.

  • Himm Interesting alircte and one which should be more widely known about in my view. Your level of detail is good and the clarity of writing is excellent. I have bookmarked it for you so that others will be able to see what you have to say.