Remarketing Campaigns: What Actually Works
Ads shown to people who already visited a site, used an app or appear on a customer list.
Samir Haddad
At a glance
- Audiences built from site visits, app use or customer lists
- Policy limits personalized advertising policies restrict sensitive categories
- List size platforms require minimum audience sizes
- Frequency repeated exposure can annoy audiences
Why it matters
Why it matters: Remarketing usually performs well, but platforms restrict sensitive targeting and audiences need size and frequency management.
Best practice
- Segment audiences by intent
- Cap frequency
- Exclude recent converters
- Refresh creative regularly
- Respect sensitive category rules
Common pitfalls
Watch out for:
- One audience for all visitors
- Ads following people for months
- Sensitive interest targeting
- Stale creative
When to call in a specialist
Bottom line Bring in help when remarketing spend grows without incremental sales.
Where this comes from
- Google Ads Help — About remarketing
- Google Ads Help — Personalized advertising policy
The figures and practices above come from the sources listed.
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