Another two-part session here today – we’re ready to share some key takeaways you need to know about remarketing. B2B Remarketing: Erin Heffernan, Account Director, Optimedia What Erin begins by looking at, from a paid search point of view, is the paid search conversion funnel. She knows the highest searched terms usually have the lowest conversion rate. They’re super generic. However, the lower the search volume (and the more specific the search term), the higher conversion rate. They look at their funnel (category, brand, product from widest to narrowest) and identify what they want to achieve….