How to Improve the Effectiveness of Google Ads Remarketing Campaigns

Going Beyond Standard Remarketing

While using an "All Visitors" audience for the past 30 days may be helpful for beginners, advanced audience configurations can significantly improve long-term campaign effectiveness.

Audiences Worth Testing:

• Predefined Segments in GA4: Ready-to-use templates or customized lists tailored to your specific needs.

• Different Time Ranges: Instead of the standard 30 days, try targeting audiences over 10, 60, 90, or 180 days, depending on your niche and traffic volume.

• 365-Day Audiences: Ideal for promoting seasonal offers such as travel, holidays, or Black Friday deals.

• Visitors of Key Pages: Retarget users who have viewed important sections of your website, such as pricing pages.

• Converted Users: Exclude past buyers from campaigns or offer them additional products and services.

• New Visitors: Show ads only to first-time site visitors.

• Traffic Sources: Create audiences based on data from Facebook, Instagram, TikTok, YouTube, or email lists.

1. Search Remarketing

To minimize duplication, separate search remarketing campaigns from standard search campaigns. Use the same keywords or add new ones while excluding remarketing audiences from standard campaigns.

Search remarketing allows you to test broader queries, including:

• General keywords.

• Search queries with reviews.

• Competitor brand names.

Since users have already visited your site, broader targeting carries lower risks. Test different landing pages, discount coupons, and special offers.

2. Display Remarketing

Include your logo and branding elements in banner ads for quick recognition. Even if users don’t click on the ad, impressions contribute to brand awareness.

Mobile traffic often consumes most of the budget, and app clicks can be accidental or irrelevant. Consider testing:

• Manual bidding for better cost control.

• The "Maximize Conversions" option to stop showing ads to unqualified users.

• Excluding irrelevant placements such as entertainment sites and games.

3. Video Remarketing

Setting up video remarketing campaigns follows a similar process to display advertising. You can use branded videos or product-specific clips tailored to user activity.

The most convenient format is "Video Views," which includes skippable In-Stream ads, in-feed video ads, and Shorts ads using CPV (Cost Per View) bidding.