When you've achieved your prospecting and behavioral goals, you may want to consider leveraging remarketing to land conversions at the bottom of your marketing funnel. Remarketing is a tactic that's useful for keeping individuals in your business' "loyalty loop" or for reaching new customers who are further along in the sales funnel. As a tactic, remarketing is generally used for "direct response" campaigns, where your goal is to bring visitors to your website to convert or to stay engaged with your brand.
Using multiple ad servers? Click here.If you use multiple ad servers for remarketing purposes, you may inadvertently cause artificially inflated CPMs, since you may be bidding against yourself. For this reason, try to consolidate your remarketing efforts whenever possible.
Suggested settings for remarketing line items
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Bid prices
Since remarketing is designed to engage people who have demonstrated an interest in your brand, you may see higher eCPMs. Remember, it’s always easier to scale back your spending than it is to win more impressions within a specific audience.
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Frequency caps
Set an unlimited or very high frequency cap, such as ten impressions per hour.
Checklist: Before spending with a remarketing list
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Set audience recency windows for the audiences your line item targets.
For example, say you want to deliver an incentive message to customers who have been to your shopping cart page within the past five hours, but didn't convert and check out. To achieve this goal, you can target a five-hour recency window, and increase your line items' frequency cap to ensure these high-value customers return to your site to complete their purchases.
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Deploy your first-party audience segment pixels on your advertiser's webpages at least 2 weeks prior to launching your campaign, so you can build an audience list of visitors who have shown interest in your business by visiting parts of your website.
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Confirm that your line items comply with advertising policies, including Personalized advertising and Sensitive events policies.