Tired of remarketing campaigns that yield lukewarm results?

Adsterra CMO Gala Grigoreva recently shared invaluable insights on how to achieve Google remarketing success at an Affiliate World event, and we’ve collected three crucial takeaways from her session.

1. Segment Your Audience: Stop Treating Everyone the Same

Segmenting your audience is critical for remarketing. The days of broad, one-size-fits-all campaigns are long gone.

Think of it like this: would you use the same fishing lure for trout and sharks? Of course not. Similarly, you can craft highly targeted messages that resonate with each group by segmenting your audience. This increases engagement, improves conversion rates, and maximizes your ROI.

3 Tips for Audience Segmentation

First, Grigoreva said that Adsterra segmented their audience based on registration dates (e.g., within the last three months, three to six months, and over six months ago), which allowed them to understand responsiveness. Use Google Ads’ audience manager to create custom audiences based on sign-up dates or other relevant timeframes.

Second, activity-level segmentation distinguishes between active users, inactive users, and churned users. Analyze user behavior to identify patterns and create segments. For example, if users register but don’t confirm their email, create a specific segment for follow-up.
Activation with 1,183% ROI

Third, use value segmentation to identify your high-value customers and create separate campaigns for them, as a small percentage of high-value clients can return substantial revenue.

Google Analytics is one of the best options to track user behavior, identify patterns, and create custom segments, and you can use Google Ads’ audience manager to create and manage your segmented audiences.

2. The Power of Re-Engaging Older Audiences

Many marketers mistakenly assume that users who registered long ago are a lost cause. Grigoreva’s experience proves otherwise, as Adsterra successfully reactivated users who had registered up to three years prior.

Re-engaging older audiences can unlock a significant revenue stream.

To leverage these audiences yourself, start by revising your definition of “churn.” Determine the median period for users to be considered churned within your business, and don’t write off users too quickly.
Segmentation

Also, you’ll need to understand why users churned. Were there specific issues with your product or service? Did they find a competitor? This analysis will inform your re-engagement strategy.

The results of this analysis will allow you to craft tailored messages that address the potential reasons for their inactivity. Highlight new features, improvements, or special offers.

Use your CRM to track user activity and identify churned users. Combine this data with Google Ads’ customer match feature to target these users with specific campaigns. These users are already familiar with your brand, and a well-executed remarketing campaign can bring them back into the fold.

3. Cap Ad Frequency: Avoid Ad Fatigue and Higher Costs

Bombarding users with ads is a surefire way to annoy them and drive them away. Capping ad frequency not only prevents ad fatigue but also helps you control costs. By avoiding unnecessary impressions, you can optimize your budget and achieve better ROI.

Start by experimenting with different frequency caps to find the sweet spot for your audience. Adsterra found success with a cap of three impressions per week for some campaigns.

Google Ads’ frequency capping feature allows you to limit the number of times users see your ads. This ensures a more positive user experience and prevents wasted ad spend.

You can also implement and adjust segment-specific frequency caps based on audience segments. High-value customers may tolerate a slightly higher frequency, while less engaged users may require a lower cap.

Implementing these strategies—along with continuous testing, optimization, and a deep understanding of your audience—are the keys to unlocking remarketing success in Google Ads.