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Troubleshooting Google Ads Remarketing

Google Ads remarketing campaigns are one of my favorite go-to digital advertising tactics. Remarketing advertising is a smart way to connect with visitors to your website who may not have taken an action on your site immediately. It allows you to position targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the internet.

Even if you don’t have any immediate plans to advertise to people who have previously visited your site, it’s always a great idea to begin building a remarketing list. If you’re working on creating a remarketing campaign or just running into some issues with your current one, this post troubleshoots some common issues.

Remarketing List Size

The requirement to serve your remarketing list ads varies based on the target network.

  • Google Display Network must have a minimum of 100 active visitors or users within the last 30 days.
  • Google Search Network must have a minimum of 1,000 active visitors or users within the last 30 days
  • YouTube must have a minimum of 1,000 active visitors or users within the last 30 days
  • Gmail must have a minimum of 100 active visitors or users within the last 30 days in the Display Network

You can also try to create the audience in Google Analytics and import it to Google Ads.

Serving Size

Unfortunately, if your number of active users is not above the threshold for serving, they wouldn’t serve. This is also to be considered if you’re layering targeting.

A good rule of thumb for most sites is to add the remarketing pixel to the website 30 to 60 days before campaign launch. This will provide time to build up the necessary list size. Typically when I begin working with a client, I have the website manager (or myself) put a pixel on the website as a first step.

Another option is to work on pushing some relevant traffic to the website through other advertising strategies. I recommend running ads on the Google Display Network. This tactic can provide heavy traffic at a lower cost than most.

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