There are three basic campaign types used for targeting remarketing audiences:
Search campaigns
These campaigns are shown to users who are actively searching for the cambodia mobile database products or services that your business offers. Remarketing audiences are used here to show more relevant ads to users who have previously shown interest in your website. For example, you can offer them a discount or remind them about products they viewed.
Best practices for setup
You can target the same remarketing audiences you set up in GA4, often called RLSA (Remarketing Lists for Search Ads).
To avoid overlap, separate search remarketing campaigns from standard search taiwan data campaigns that don’t target remarketing audiences.
The simplest approach is to create a search remarketing campaign using the same or different keywords, while excluding this remarketing audience from standard search campaigns.
In search remarketing, you can test broader keywords, such as:
- Broad term matches
- Questions related to reviews
- Competitor names
Since these users have already visited your site, broader targeting angela luzzo marketing director carries less risk.
When it comes to ad creative, you can either reuse existing ads or test a new ad tailored for search remarketing.
Choose what works best. If you’re using new ads, consider adding additional selling points and testimonials. Also test different landing pages, coupons, or special offers.
When it comes to bidding, test manual bidding, maximum conversions, or target CPA – especially if the campaign is generating a high number of conversions.
Even at higher CPCs, it can be worth maximizing conversions because these users are already familiar with your brand.
Optimizing search remarketing campaigns
Optimization follows the same principles as standard search campaigns:
- Test different ads
- Edit ad group variations
- Experiment with new keywords
- Pause underperforming words
- Add negative keywords
However, avoid directly copying changes from standard search campaigns. What works there may not necessarily work in search remarketing.
You can change the audience as needed, but otherwise the optimization remains similar to standard search.
Content Network campaigns
These campaigns run on sites that are part of the Google content network. Remarketing audiences are used here to reach people who have previously encountered your brand and remind them of your offer. For example, you can show them an ad with products they have previously viewed or offer them a discount on a purchase.
Best practices for setup
Use separate ad groups or campaigns when targeting different remarketing audiences.
Avoid grouping drastically different audiences together or expanding them using “optimized targeting.”
You can reuse text from search or banner ads for your ads, or try unique messaging specific to content remarketing. Choose what works best for you.
For remarketing banner ads, include your logo and branding to ensure instant recognition.
For high-traffic websites, consider testing three separate remarketing campaigns:
- Desktop only
- For tablets only
- For mobile devices only
Combining all devices in one campaign often results in mobile traffic consuming the most clicks and budget.
Instead of completely blocking mobile traffic or lowering bids, it may be more effective to test a separate mobile campaign . Mobile clicks – especially from in-app ads – are often random or irrelevant.
For bidding, test manual CPC to control volume and spend, or use Maximize Conversions to stop showing ads to users who don’t convert quickly.
Brands with larger budgets seeking long-term visibility may benefit from manual bidding to maximize touchpoints and strengthen brand presence.
Be careful with Maximize Clicks bidding . This strategy may favor high-click placements, such as mobile games, where accidental clicks can waste your budget.
Optimizing remarketing campaigns on the content network
Optimization follows the same principles as standard content campaigns.
- Regularly review placements – especially apps, games, quizzes and entertainment sites – to avoid unnecessary spending on users who are not in the right frame of mind for your product or service.
- If your budget is dominated by mobile traffic, consider blocking it or running separate campaigns targeting each device.
- Continuously test your ads to see which ones drive the most conversions or relevant clicks.
- If an ad isn’t performing well with your remarketing audience, replace it.
- Avoid leaving display remarketing campaigns on autopilot. Ongoing adjustments are key to maintaining effectiveness.
Shopping campaigns
These campaigns appear on Google Shopping and are used to promote your e-shop’s products . Remarketing audiences are used here to reach users who have previously shown interest in your products and offer them relevant advertising. For example, you can show them ads with products they have previously viewed or offer them a discount on their purchase.
Video remarketing
Video remarketing in Google Ads is an effective way to re-engage viewers who have already shown interest in your videos on YouTube. With remarketing, you can target viewers who have watcheRemarketing audience targetingd your videos or those who have interacted with your channel (e.g. subscribers, likes, comments).