Regain Control: Full-Funnel Remarketing Strategy with Google Ads

Performance Max campaigns have several limitations when it comes to remarketing:

• No control over audiences: You cannot choose which audiences to retarget.
• No control over ads per audience: You cannot tailor ads for specific audience segments.
• No control over remarketing spend: You cannot allocate a specific budget to remarketing efforts.

Because of these limitations, it's often recommended to run dedicated remarketing campaigns in addition to Performance Max campaigns.

To set up a successful remarketing campaign structure, follow these simple steps:

1. Create one campaign for each campaign type you're running (Display, Demand Gen, YouTube).
2. Segment multiple ad groups by audience to tailor ads to specific groups.
3. Tailor ads to the specific audiences within those ad groups.

Keeping the structure basic and straightforward helps avoid unnecessary complications and can lead to better performance.

Creating different audiences for each stage of the funnel in remarketing is crucial because:

• It allows you to target users based on their buying intent.
• You can prioritize high-intent audiences, such as cart/checkout page visitors, who are more likely to convert.
• By working your way up the funnel, you can expand your reach if performance is good, eventually targeting all website visitors.

This approach helps in delivering more personalized ads and can significantly improve conversion rates.

To use Dynamic Remarketing and increase ad relevance, follow these steps:

1. Go into your Display campaign settings.
2. Enable 'Dynamic Ads'.

Dynamic Remarketing allows you to show ads that dynamically insert products that a user has previously viewed, making the ads highly relevant to the user's interests. This can lead to higher conversion rates as the messaging is more tailored to where someone is in their buying journey.

You should exclude recent converters from remarketing campaigns to:

• Reduce wasted ad spend by not targeting someone who has already made a purchase.
• Avoid annoying a happy customer with redundant ads.

However, there may be exceptions, such as if there is a high repeat order rate within a short timeframe. In most cases, though, it's beneficial to exclude recent converters, especially in the first few days after the conversion.