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Remarketing Strategies for Cybersecurity: Using LinkedIn and Google Ads to Re-engage Prospects

remarketing strategies

In the crowded market of cybersecurity, standing out is more challenging than ever. The sales cycle is often long, and prospects can easily lose interest or forget about your offerings. That’s where remarketing comes in. By strategically using LinkedIn and Google Ads, you can re-engage prospects and keep your brand top-of-mind. Let’s dive into how you can leverage these platforms to boost your cybersecurity marketing efforts

What You Will Learn:

  • The significance of remarketing strategies in the cybersecurity landscape.
  • Utilizing LinkedIn and Google Ads effectively to re-engage potential clients.
  • Understanding retargeting and its benefits for cybersecurity companies.
  • Insight into Google Ads and LinkedIn Ads remarketing options.
  • Tips for maximizing performance and ROI in your cybersecurity remarketing efforts.

Remarketing for Cybersecurity: How to Do It Right?

Remarketing, or retargeting, is a powerful digital marketing strategy that involves showing ads to users who have previously visited your website or interacted with your content. For cybersecurity companies, remarketing can be a game-changer, ensuring that your message reaches potential clients who have already shown interest in your services:

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What is Retargeting?

Retargeting is a technique used to reconnect with visitors who have left your website without converting. By using cookies to track these visitors, you can serve them personalized ads across various platforms. This helps to remind them of your services and encourages them to return to your site and take action.

Benefits of Retargeting for Cybersecurity

  1. Increased Brand Recall: By consistently showing your ads to prospects, you increase the chances of them remembering your brand when they’re ready to make a decision.
  2. Higher Conversion Rates: Retargeting campaigns often see higher conversion rates compared to standard display ads because you’re targeting an already interested audience.
  3. Cost-Effectiveness: Since retargeting focuses on warm leads, the cost per acquisition is typically lower than other forms of advertising.
  4. Enhanced Personalization: You can create highly personalized ads based on the specific pages or content the user interacts with, making your marketing more relevant and effective.
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Setting Up a Successful Remarketing Campaign for Cybersecurity

To set up a successful remarketing campaign, follow these steps:

  1. Identify Your Audience Segments: Determine which segments of your audience you want to target. This could include website visitors, content downloaders, or users who have engaged with your social media posts.
  2. Set Clear Goals: Define what you want to achieve with your remarketing campaign. This could be driving traffic back to your site, increasing content downloads, or generating leads.
  3. Create Compelling Ads: Design ads that are visually appealing and include a strong call to action. Ensure your messaging aligns with the user’s previous interactions with your brand.
  4. Choose the Right Platforms: Decide whether you want to use Google Ads, LinkedIn Ads, or both. Each platform has its strengths, and the right choice will depend on your target audience and campaign goals.
  5. Monitor and Optimize: Continuously monitor your campaign performance and make necessary adjustments to optimize results.

Remarketing on Google Ads

Google Ads offers a variety of retargeting options that can help you re-engage prospects effectively:

  1. Standard Remarketing: Show ads to your past visitors as they browse websites and apps on the Display Network.
  2. Dynamic Remarketing: Go a step further by showing ads that include products or services that users viewed on your site.
  3. Remarketing Lists for Search Ads (RLSA): Customize your search ads campaign for users who have previously visited your website.
  4. Video Remarketing: Show ads to people who have interacted with your YouTube channel or videos.

Remarketing on LinkedIn Ads

LinkedIn is a powerful platform for B2B marketers, offering several remarketing options tailored to professional audiences:

  1. Website Retargeting: Target LinkedIn users who have visited your website with ads that appear in their feed.
  2. Lead Gen Form Retargeting: Re-engage users who opened or submitted a Lead Gen Form on LinkedIn.
  3. Video Ad Retargeting: Target users who have watched your LinkedIn video ads.
  4. Event Retargeting: Engage with users who have interacted with your LinkedIn Events.

Maximizing Performance and ROI in Your Cybersecurity Remarketing Campaign

To maximize the performance and ROI of your remarketing campaigns, consider the following tips:

  1. Segment Your Audience: The more granular your audience segmentation, the more personalized and effective your ads will be.
  2. Use A/B Testing: Continuously test different ad creatives, messaging, and targeting options to find what works best.
  3. Leverage Analytics: Use analytics tools to track the performance of your campaigns and gain insights into user behavior.
  4. Optimize Ad Frequency: Avoid overwhelming your audience with too many ads, which can lead to ad fatigue.
  5. Stay Updated on Best Practices: The digital marketing landscape is always evolving. Stay informed about the latest trends and best practices to keep your campaigns effective.


Remarketing is an essential tool for cybersecurity companies looking to re-engage prospects and boost conversions. By leveraging the power of Google Ads and LinkedIn Ads, you can create highly targeted campaigns that keep your brand top-of-mind and drive results.


  1. Understand the power of remarketing for re-engaging prospects.
  2. Use both Google Ads and LinkedIn Ads to reach your audience effectively.
  3. Segment your audience and personalize your ads for better results.
  4. Continuously monitor, test, and optimize your campaigns.
  5. Stay updated with the latest trends and best practices in digital marketing.

By following these strategies, you can maximize the performance and ROI of your cybersecurity remarketing campaigns and stay ahead in the competitive market.

About the author

Headshot of Yoel Israel
Yoel Israel is the founder of WadiDigital, a global leader in marketing and media. Yoel is a LinkedIn Advertising Expert and the global leader in cybersecurity marketing and lead generation. He resides in Israel with his wife and two daughters.

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