Google Remarketing Optimization Tips (Part 2)

As a continuation to Google Remarketing optimization tips (part 1), this week we will review two more best practices. Last week we discussed the importance of testing ads, landing pages and offers. This week we are covering frequency and segmentation testing.

1. Frequency Testing: It’s happened to all of us. As we visit different websites, the same ad continues to follow us. Not only could the excessiveness get annoying, but it could also have a negative effect on your brand’s image. I recommend testing different frequency caps to strike a balance between not being annoying but yet harnessing the power of interested visitors. Tread carefully with frequency cap testing. Continue to monitor your audience size in relation to impressions. To review frequency reporting within your AdWords campaign, go to the Dimensions Tab > View > Reach and Frequency > and select by Day, Week or Month.

2. Segmentation Testing: Speak to your audience based on where they are in the buying cycle. Utilize different custom combinations including the length of the cookie and layering interest or topic categories. Test this tactic to see what is most effective. Thinking about your audience, wouldn’t you speak to someone who visited your website in the last 7 days differently than a visitor from 90 days ago?

In my next post, I’ll cover tips such as bid testing and what you need to monitor as a best practice.

What optimization methods have you seen success with?

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Image credit: You As A Machine