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Why Remarketing is not Working?

Why Remarketing is not Working? Remarketing became very popular tactic. Audience is being followed around by websites that you’ve previously visited. Retargeting can be very infuriating.

Also, it is important to know that on average only 2% of shoppers will convert on first visit on website. 98% are bouncing.

Why Remarketing is not Working?

  • firstly, It has to be set up correctly. You have to create a remarketing campaign by setting up an audience source. For Google Ads, either Google Analytics or the Google Adwords tag must be used. In Analytics, a Global site tag on every page of your site needs to be confirmed. Using the Analytics UA tag you can create custom audience segments. These visitors can be imported into an AdWords remarketing list.
  • secondly, Campaign structure is important. You can create remarketing lists off of Custom Audiences, Similar Audiences, Sources, and more. You may also have different budget adjustments for each type of campaign. It is good idea to split campaigns. If we have a specific budget for the audiences and we keep them all in one campaign, it is not possible to control the amount going to each audience in that campaign. The only way to control it is to split it up.
  • Also, When creating your ad groups it can be worth it to structure them by audience.
  • Another good idea when you’re creating your ad group structure is to make sure that we’re excluding the other ad group audiences from each other. This is core principles behind our Single Keyword Ad Groups (SKAGs) technique but applied to audiences instead of just keywords.


  • Also, remarket to an audience in the Display Network is possible only when  we have at least 100 active members within the last 30 days. The audience can be too small.
  • Use customer lists from newsletters, people who downloaded a piece of content you’re offering like an ebook. Also, previous purchasers. It is worth to examin similar or looklike audiences, shopping cart abandoners and  previous converter as well.
  • Don’t limit channels. Your audience isn’t only on Google. Consider Bing, LinkedIn, Instagram, Capterra, Twitter, Facebook etc.
  • Apply Google Analytics to build audience. You can easily build audiences in Google Ads based on page visitors to specific URLs, but you can get even more granular with Google Analytics.
  • Create strategy: who you’re targeting? What offer you’re giving to what audience, and how the landing page will convert after they click on the ad?

Types of audiences created in Google Analytics:

  • people who spent a certain amount of time on the website.
  • examine Goal Conversions in Google Analytics. What are the average number of pages people are visiting before they’re converting?
  • Visitors of particular pages
  • Cart abandoners
  • and more

If you dont want to annoying your potential customers navigate to Settings. Than, open up Additional Settings, there you can find Frequency Capping. You can set a limit for the number of impressions for each ad, each ad group, or the entire campaign per day, week, or month.

Also, use A/B testing and keep your tests independent and isolated to a single variable at a time. 

Test diffrent offers, creatives etc. Use landing pages. Using dedicated landing pages nearly always works better than relying on a home page.

Placements report help keep your ads from showing up on sites that you don’t want to waste money advertising on.  Adjusting Bids On Demographics as well.

RLSA, is a strategy that is used to remarket to people who have previously visited a website by showing up higher in search ranking and for specific keywords.

Many marketers use incorrect settings (Observations vs Targeting).

  • Old Google Ads interface as “Bid only” and “Target and bid”. Observations and Targeting are different targeting methods design to help reach new visitors. Both methods will help target audiences. Targeting will restrict your reach.  Use targeting when you want to narrow your audience. Observations use when you don’t want to limit your reach, but you’d like to see how specific audiences or criteria perform.
  • For example: You have a strong search campaign running, and would like to see how it can improve by layering on RLSA, and keep the keywords running.If you use Targeting, you’ll show to those audiences you defined, but have completely cut off those well-performing keywords. This will greatly slow down your campaign and most likely your conversions, so be careful when applying those two targeting methods.

If you need any help with AdWords, or in Analytics then please get in contact with us here at Network Intellect.

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