From the course: Remarketing Foundations
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Strategically increasing value with remarketing - Adwords Tutorial
From the course: Remarketing Foundations
Strategically increasing value with remarketing
- The key to remarketing is ensuring that it is adding value as opposed to taking credit for other activities that were already in motion. Which can happen if you aren't careful. So how do you do that? Well, let's walk through the ways that it can happen and how to prevent it. First and foremost, it's helpful to outline what is working well already. Put together some benchmarks. What's driving purchases? Are those channels paid or not? For channels that are driving sales without media fees, it's best to avoid remarketing to an audience that those channels would likely capture anyway. You can proactively identify exclusion audiences for your campaigns to prevent this. Here's an example. If you sell food boxes and people often purchase again around a month or so after their first purchase, you could exclude purchases made in the last 31 days from your remarketing campaigns and try sending them a few emails reminding…
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