MacAdam Lea
By MacAdam Lea | SEM | July 24, 2015

Tips And Tricks For Remarketing on AdWords

Remarketing campaigns can be a great asset in a thriving AdWords campaign. They allow you to reach users who have visited your website or app in the past as they browse websites that are part of the Google Display Network. It involves adding a small bit of web-code across all pages of your website, then creating a list that targets users that have been to specific parts of the site. I won’t get too much into the ins-and-outs of actually creating a remarketing campaign in this blog, but if you want to learn how just follow the steps that Google Support provides. Today we’re going to cover a couple of tips, or best practices, which could significantly improve the remarketing campaigns that you’re currently running or may build in the future.

Frequency Capping

Frequency capping is an important aspect of Remarketing that is often overlooked. Essentially it is a limit on the number of impressions for each individual user in your remarketing list. By default Google will just keep spamming your ads to as many users in as many different ways as possible, so forgetting to cap impressions can lead to users being turned off of your product because they feel like they are being stalked by your ads.

Frequency Capping

To change your Frequency Capping settings simply choose your remarketing campaign in AdWords and check its “Settings” tab. Under the “Advanced Settings” dropdown you should find an option to set a cap on your impressions by day, week, or month, and you can set the cap to be for each adgroup or for the campaign as a whole.

Membership Duration Settings

This is an important aspect to consider when creating any remarketing campaign. Membership duration dictates how long a user is kept on your remarketing list. If it’s set to 30 days then a user would stop seeing remarketing ads one month after originally having been to the website, assuming they don’t clear their browser history and delete their cookies beforehand.

Membership Duration

To find this go to your shared library in AdWords and click on the Audiences tab that contains your remarketing lists. From here you can edit your pre-existing lists, or build out new remarking lists to suit your needs. Generally I set the Membership Duration to 30 days unless I have a good reason to do otherwise; anything longer and you run the risk of annoying the potential customer with incessant advertisement. You also want to be sure that it isn’t too short either, since Remarketing campaigns generally need some time to make an impact.

Limit Unwanted Traffic with Site Category Options

If you’re working with a limited budget for your remarketing campaign then you’re probably always in the market for ways to limit bad traffic. Since remarketing campaigns run on the Google Display Network we’re able to edit the Site Category Options to make sure that we aren’t running any ads on irrelevant websites.

Site Catagory Options

To change your Site Category Option settings choose your remarketing campaign in AdWords and check the “Display Network” tab. From here you only need to scroll down until you see the “+options” button depicted in the image above. This will give you the ability to limit all kinds of different traffic. What you decide to limit will depend mostly upon what type of business you are and the kind of traffic you’re looking to generate, but some options like “Parked Domains” and “Error Pages” are ones that I always block in my own campaigns. If you’re confused about what any of the different Site Category Options entail remember you can always mouse over the little “?” next to the Option in AdWords for a more detailed description.

These are just a couple of ways that you can improve your Remarketing on AdWords. There are many more tools than this at our disposal in AdWords such as Demographic, Placement and Topic settings. I may end up readdressing this topic again in the future, but for now I hope these best practices serve you well in your Remarketing attempts.

As always thank you for reading, and I’ll PP-See you all next time!


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