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5 Remarketing Campaign Best Practices

Rocco Alberto Baldassarre
5 Remarketing Campaign Best Practices

Are you looking to start a remarketing campaign? Success is all in the details!

Check out this list of five best practices to get some interesting ideas for your campaigns.

1) Exclude Conversions from Your Target Audience

Your business needs to maximize the use of its marketing budget. Advertising to people who have already purchased from you will increase the cost per acquisition of that specific customer and worsen your ROI.

Except for some cases, you should minimize the marketing budget spent on existing customers. Remarketing allows you to exclude users that have already converted from your campaigns and you should definitively do that.

This can be done by creating a separate list of website visitors. Take the people who have generated a conversion and exclude this list from your target group. You will need to create a custom combination remarketing list do that.


Here is an example of a custom remarketing list creation for converting users. You can later use this audience to create a custom remarketing lists combination and exclude conversions.

2) Use Display Targeting to Optimize the Traffic and Maximize Conversions

Any display network campaign has the ability to have Google identify additional placements that are likely to generate more customers for your business. Google uses your historical data to be able to provide such an option. You can activate it in the targeting optimization section of your display network tab in any display campaign.


You will be able to select two types of targeting: aggressive and conservative. It is recommendable to start with conservative targeting and switch to aggressive if the results are good.

3) Filter Out People Who Do Not Spend Enough Time On the Site

It is common to have both “good" and “bad” website visits. A website visit is good when the user spends some time on the site, visits several pages and shows interest in your website content. On the contrary, a visit is bad when people bounce off your site almost right away.

Standard remarketing targets both good and bad website visits. Your goal should be to set up remarketing lists that minimize the remarking campaign exposure to “bad” visitors. This will save you money and increase the effectiveness of your ads.

You will be able to laser target good visitors using Google Analytics to create your remarketing lists. The remarketing list option is available in your analytics admin menu:


4) Create Custom Ads Based On the Specific Page a Person Visited

Another good remarketing strategy consists of creating custom ads and landing pages depending on the pages a user has visited on your website. Exposing people to a more relevant, rather than general, ad is going to maximize the chances of actually generating a new conversion.

Any time you segment a remarketing list you need to consider the following best practices:

  • Create a custom advertising message based on the content a visitor has seen on the site
  • Create a custom landing page matching the pages a visitor navigated and the content of the ad he has been exposed to
  • Do not expose segmented users to a standard ad. There won’t be any need to segment them otherwise!
  • Exclude “bad visitors” from your page visitors to keep your remarketing segment relevant
  • Exclude poorly performing websites from the campaigns based on the data you will be collecting

5) Set Up Website Category Exclusions

Finally, you need to exclude your campaign from showing up in irrelevant placements. You can find this option at the bottom of the Display Network tab, under Site category options. It is recommended to exclude GMob mobile app non-intersetial ads (on the mobile apps), juvenile, gross, bizarre, profanity-laden, error pages and any other site category that doesn’t fit.


Do you have other best practices you would like to suggest? Comment on this article and contribute to the conversation!

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Rocco Alberto Baldassarre is the Founder and CEO of Zebra Advertisement, a results-oriented SEM consulting firm. Rocco consults companies with up to $5 million in PPC advertisement budgets, speaks three languages and was shortlisted as a Young Search Professional of the Year by the 2014 U.S. Search Awards.
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Alex Czarto
Hi Rocco,
Although you broadly cover this topic item #4 "Create Custom Ads Based On the Specific Page a Person Visited", the key for e-commerce sites is to target and BID MORE AGRESSIVELY on 2 key segments:
1. Cart Abandoners
2. Product Viewers
These two segments will account for 80% of remarketing revenue for most e-com sites.
Segmenting properly doesn't just allow you to customize your message, but to also increase your bids for your best converting audiences.
For I go into more details on how I recommend setting up your remarketing audiences, campaigns, and ad groups here https://business.czarto.com/2017/01/26/adwords-display-remarketing-setup-best-practice-for-e-commerce/
For point #2 however, I'm not a big believer in Google knowing how to "automatically find new customers". I think unless you can clearly segment this extra traffic out and measure it's true performance, you expose yourself to wasted spend.
Karl Rooney
Great article, I'll be implementing all of these.
Rocco Alberto Baldassarre
Karl Rooney
You are welcome, Karl!