One way to fine-tune your remarketing list is through filtering your audience demographically. The basic options are by age, gender and language, however, to go one step further, you can target your audience based on affinity categories. An example of this could be “gamers”. These types of people are towards the top of the funnel who have shown some sort of affinity for a topic related to your business.
Another option for you to consider is in-market segments. These allow you to validate users that are really interested in your products. These types of people are near the end of the sales funnel.
You can apply these sorts of filters really easily in Google Analytics. However, it’s important to note that these filters are very specific. If you don’t have a lot of traffic to your website, you could see the audience size shrink quickly while applying the filters.
A configuration setting named frequency capping is another great tool to use when remarketing your products or services. Frequency capping allows you to set a limit to the number of ads one particular person will see during their involvement on your remarketing list.
It’s this that allows you to avoid stalking someone around d the internet. Therefore, anyone who isn’t engaging with your brand will not be annoyed by your ads being everywhere they go.
Increasing the frequency cap means increasing the number of times your ad is seen by your target audience and vice versa. By increasing the frequency cap, you are likely to see the following results;
· Your click through rate will fall slightly
· The cost per click may rise or fall
· The total number of conversions usually increases
· BUT the cost per conversion will increase
Therefore, to make sure the increased sales are coming at a cost you’re happy with, be sure to track your ROI.