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If you already have retargeting campaigns running for your software business, congrats you’re a step ahead of most.

Retargeting has the opportunity to deliver a low CPA and a high ROI.

However if your only retargeting to those who have visited your site in the last month or three, there’s a lot of room for improvement.

Here are 7 different retargeting segmentations you should set up and test within your campaigns. Having these various segments will allow you to see which convert the best and then you can make better advertising budget allocations.

You can create these segments for:

  • Facebook
  • Twitter
  • or banner retargeting

I’m going to use screenshots from Facebook as the examples to walk you through this.

The first step to creating any of these retargeting segments in Facebook is to go to your Ads Dashboard > Audiences > Create Audience > Custom Audience > Website Traffic

1: Homepage visitors

Retargeting homepage visitor

Your homepage is likely to be your most trafficked page, so you definitely want to create a segment for that.

How to set this up:
Set targeting for: URL equals

2: Pricing page visitors who don’t sign up

Retargeting Pricing page visitors

People who visit the pricing page demonstrate an interest in the product but they weren’t convinced to sign up.

Retargeting can bring them back and educate them further about the product.  If you’re not opposed to running discounts or specials, you could even offer this group a special discount or check out code.

How to set this up:
Set targeting for:

3: Sign up page visitors who don’t convert

Retargeting pricing page

For people who reach your sign up page and teetered on the brink of signing up but then backed out at the last minute.

A/B testing can bring up the conversion on this page.

Retargeting this specific audience with more aggressive sign up messaging will help take care of the rest.

Proof: Here’s a screenshot from a test done just last week showing the results of this segment targeting.  2 purchases and 4 trial sign ups for a web app for only $28.  Their average plan is $34/month so on the first month they’ve already more than doubled their money.


How to set this up:
Set targeting for:

4. Blog visitors

Retargeting blog readers

If you’re investing in content marketing, you should absolutely be retargeting this audience. You can do it at the blog level or pick your top few posts and segment down to the post level. That way you can get ultra specific with your copy.

How to set this up:
Set targeting for:

5. All visitors in the last week.

Retargeting last week

Facebook allows you to create time-based segmentation. It’s logical that people who’ve been to your site most recently are going to be the hottest prospects.

Here’s a screenshot from another test that shows the result of this targeting.  7 trial signups for about $200 which is about $28 per lead.

all visitors last week

How to set this up:
Set targeting for: All site visitors.  In the duration box choose 7 days.

6. All visitors who haven’t been back in a month.

not back in 30

Targeting people who haven’t been to the site in a month is a good way to pop back up on their radar. This group is probably less likely to convert overall than the people who’ve been to your site this week, but it’s worth testing to see if the ROI is there for you.

Targeting this group is a good opportunity to let them know about new features, case studies or plan options that have recently been rolled out.

How to set this up:
Set targeting for: All Site visitors
Time period: Not visited site in 30 days

7. Your trial users

Retargeting trial users

A lot of software companies see 40-50% of their trial signups never engage with the product.

A great lifecycle email sequence can greatly increase this number, but there will always be a healthy percentage left.

Which is why you can experiment with a set of unique retargeting ads for your trial users to get them to keep engaging with the product which in return makes them more likely to convert to paid customers.

How to set this up:
Set targeting for:
Time period: In last 14 days – or whatever your trial length is.

Now you have 7 retargeting segments to test and can see which one performs best.  If you’re already seeing great results from retargeting, implementing these and allocating more of your budget to the one’s that perform best should even further increase your ROI.

What other retargeting segments are you trying?

[su_note note_color=”#fefec6″]If you need help getting these set up, email or book a consult here.[/su_note]