Remarketing

People who visited and left are often the cheapest to bring back: they already know you. Basket abandoners in particular are the cheapest revenue in ecommerce.

The same lists also let you exclude recent buyers from prospecting, so the budget goes to new people.

1. Open Tools, then Shared library, then Audience manager.
2. Check each list's source and size on Search and Display.
3. Add lists to campaigns in targeting for remarketing, or observation on Search.
4. Add buyer lists as exclusions on prospecting campaigns.

A shop builds a list of people who added to cart and did not buy in the last 14 days. A Demand Gen campaign shows them the product with free delivery, capped at three times a week.

• Lists that stay empty because the tag never fires.
• No frequency cap, so the same visitors see the ad dozens of times.
• Not excluding recent buyers from remarketing for the item they bought.

The audit checks Oppy runs on this, each with its own page.

• Remarketing lists too small to serve
• No list separating people who already bought
• Still paying to advertise to people who already bought

• Observation: An audience setting that adds an audience to a campaign for reporting and bid adjustments without limiting who sees the ads.
• Frequency cap: A limit on how many times one person sees a Display or Video ad in a period.
• Customer acquisition goal: A campaign setting that tells Google to bid more for new customers than for existing ones, or to bid only for new customers.