When running webinar replay ads, should I target just the registrants or a wider audience?

Webinar replay ads should be targeted specifically to the people who signed up for your webinar, not a larger, broader audience.

Here’s how I handle it: Every time someone registers for one of my webinars, we tag and segment them based on their specific webinar time. This gives us a clean list of who signed up and exactly when. Once the webinar has aired, we run replay ads to only that segment of people who registered but haven’t purchased yet.

The goal is to speak directly to them with messaging like, “I saw you signed up for my webinar. If you missed it or want to watch it again, click here now. But hurry... it’s going away soon.” This reminder creates urgency and gives them one last opportunity to watch before the replay is taken down.

You don’t want to run replay ads to a cold audience or to people who never signed up, because it can feel out of context and won’t convert as well. The replay ads work best when they feel personal and timely.