AdWords Remarketing Inside Out
Posted: Tue Feb 18, 2025 5:57 am
The term remarketing is familiar to anyone who has ever worked with online advertising. Remarketing is commonly used as a means of re-engaging customers and website visitors. Today we will talk about the completely opposite use – excluding existing customers and visitors from advertising campaigns.
Remarketing lists usually contain all website visitors. They are then further divided into those who have bought something, subscribed or performed a certain action on the website and those who have only visited the website and left. This division is already important for future remarketing campaigns. Segmenting visitors in remarketing lists clearly determines the next step for us, how to further address specific segments. Today we will discuss why not address them again.
You may be wondering why you should leave out a segment of potential customers. There could be several reasons.
Cost savings (if you don't address a segment of visitors who have shown belize phone number list zero interest in the goods or services offered, invest in others)
Specific campaigns for new clients (e.g. in the case of advertising a special offer for new clients - it is unnecessary to show ads to existing customers.)
Brand building (ads displayed only to people who have not yet been to your website - similar methods are used mainly by large brands, which often advertise broadly, without much targeting - i.e. with the aim of spreading brand awareness among people. For ordinary companies, these campaigns can be quite financially burdensome; by limiting them only to an audience that has not yet been addressed, a significant part of the costs can be saved)
Finally, one more technical matter - AdWords campaign settings allow you to limit the number of ad impressions per visitor. This can be set to only 1 ad impression per campaign per user per month at the most extreme. By setting up remarketing as an exclusion list, you can achieve limited ad impressions for all website visitors for a period of time that you set, e.g. a whole year.
Remarketing lists usually contain all website visitors. They are then further divided into those who have bought something, subscribed or performed a certain action on the website and those who have only visited the website and left. This division is already important for future remarketing campaigns. Segmenting visitors in remarketing lists clearly determines the next step for us, how to further address specific segments. Today we will discuss why not address them again.
You may be wondering why you should leave out a segment of potential customers. There could be several reasons.
Cost savings (if you don't address a segment of visitors who have shown belize phone number list zero interest in the goods or services offered, invest in others)
Specific campaigns for new clients (e.g. in the case of advertising a special offer for new clients - it is unnecessary to show ads to existing customers.)
Brand building (ads displayed only to people who have not yet been to your website - similar methods are used mainly by large brands, which often advertise broadly, without much targeting - i.e. with the aim of spreading brand awareness among people. For ordinary companies, these campaigns can be quite financially burdensome; by limiting them only to an audience that has not yet been addressed, a significant part of the costs can be saved)
Finally, one more technical matter - AdWords campaign settings allow you to limit the number of ad impressions per visitor. This can be set to only 1 ad impression per campaign per user per month at the most extreme. By setting up remarketing as an exclusion list, you can achieve limited ad impressions for all website visitors for a period of time that you set, e.g. a whole year.