Creating Your First Campaign & Writing Ads That Get Clicked

Welcome to Day 3! By now, you should have your account set up and a solid list of keywords organized into focused ad groups. Today is where the rubber meets the road – we’re going to create your first campaign and write compelling ads that actually get clicked.

I remember the first time I launched a Google Ads campaign. I spent hours setting everything up, double-checking all the settings, and then nervously hit the “Enable” button. The adrenaline rush when I saw my first click come in just 20 minutes later was incredible… until I realized I had forgotten to set up proper conversion tracking and had no idea if that click turned into a customer! Let’s make sure you don’t make the same mistakes I did.

Creating Your First Search Campaign

Let’s walk through creating a campaign step by step, with my recommendations for each setting based on what’s actually worked for my clients (not just what Google suggests):

1. In your Google Ads account, click the “Campaigns” tab on the left
2. Click the “+” button and select “New campaign”
3. When asked to select a goal, choose “Create a campaign without a goal’s guidance” (at the bottom)
4. Select “Search” as your campaign type
5. For results, select “Website visits” for now (we can optimize for conversions later)
6. Enter your website URL and click “Continue”

Now we’ll go through each campaign setting. Pay close attention here – these details matter a lot more than most people realize:

Campaign Name & Networks

Give your campaign a descriptive name that includes the main service or product and maybe the location if relevant (e.g., “Plumbing Services – Emergency – Phoenix”). Trust me, when you have 10+ campaigns running, you’ll thank me for this naming convention!

For networks, UNCHECK “Include Google Display Network” – display requires a completely different strategy, and mixing them causes problems for beginners.

Locations & Language

Be specific with your targeting. If you only serve certain areas, don’t waste money showing ads elsewhere:

• Target specific cities, states, or a radius around your business
• Under “Location options” (click the dropdown), set both targeting and exclusion to “People in or regularly in your targeted locations” – this prevents wasting money on people who are just searching about your location but aren’t actually there

For language, select the language(s) your customers speak. If you’re in the US, that’s usually just English, but you might want to add Spanish depending on your audience.

Bidding & Budget

This section is where Google tries to push automated bidding strategies, but for your first campaign, I strongly recommend:

• Bidding strategy: Select “Manual CPC” and check the box for “Enable enhanced CPC”
• Daily budget: Start conservative – maybe $20-30/day for local businesses or $50-100 for larger areas

I know Google really pushes their automated bidding, but here’s the thing – those strategies need conversion data to work properly. Until you have at least 15-30 conversions per month, manual bidding gives you much more control and usually better results.

Ad Extensions

Extensions are free additional information that make your ads bigger and more informative. ALWAYS add these – they improve clickthrough rates and give you more visibility at no extra cost:

• Sitelink Extensions: Add 4-6 additional links to specific pages on your site
• Callout Extensions: Short phrases highlighting benefits like “24/7 Service” or “Free Estimates”
• Call Extensions: Add your phone number so people can call directly from the ad
• Location Extensions: Link your Google Business Profile to show your address

For each extension type, click “Add” and follow the prompts to enter your information. Don’t skip this step – I’ve seen extensions increase clickthrough rates by 10-15% consistently.

Click “Save and Continue” when done with campaign settings.

Creating Your Ad Groups and Keywords

Now you’ll create your first ad group. Remember that tight, focused structure we planned yesterday? Here’s where it pays off:

1. Name your ad group after the specific service/product it focuses on
2. Add your keywords (5-15 per ad group), choosing the match type carefully:
   • Use quotation marks for phrase match: “emergency plumber near me”
   • Use [brackets] for exact match: [emergency plumber chicago]
   • No symbols for broad match (use sparingly or avoid for now)
3. Set your default bid (start at maybe 75% of what Google suggests)

Writing Ads That Actually Get Clicked (and Convert)

Now for the fun part – writing your ads! Google Ads now uses Responsive Search Ads, where you provide multiple headlines and descriptions that Google mixes and matches to find the best combinations.

Let me share something that took me way too long to figure out. The secret to high-performing ads isn’t clever wordplay or marketing jargon – it’s understanding what your specific customers actually care about and addressing it directly.

For each ad group, you’ll write:

• Up to 15 headlines (30 characters each)
• Up to 4 descriptions (90 characters each)

Here’s my formula for writing ads that consistently outperform the competition:

Headlines Formula

Include these types of headlines in your mix:

1. Keyword Match: Include the exact keyword or close variation
   • Example: “Emergency Plumber in Chicago”
2. Main Benefit: What’s the primary value you offer?
   • Example: “Stop Water Damage Fast”
3. Emotional Trigger: Address the feeling behind the search
   • Example: “Leaking Pipe? We’ll Fix It Now”
4. Social Proof: Credibility indicators
   • Example: “5-Star Rated By 200+ Customers”
5. Urgency/Timing: Speed or availability
   • Example: “Available 24/7 – Same-Day Service”
6. Question: Engage with a relevant question
   • Example: “Need an Emergency Plumber?”
7. Call to Action: Tell them what to do
   • Example: “Call Now for Fast Plumbing Help”
8. Unique Selling Proposition: What makes you different?
   • Example: “30-Minute Arrival Guarantee”

Description Formula

Descriptions give you more space to persuade. Include these elements:

1. Problem Acknowledgment: Show you understand their need
   • Example: “Dealing with a burst pipe or overflowing toilet? Our licensed plumbers are ready to stop the damage.”
2. Solution + Benefits: What you offer and why it matters
   • Example: “We arrive within 30 mins with all parts & tools needed. Fixed right the first time with no hidden fees.”
3. Credibility + Offer: Why choose you + what to do next
   • Example: “Family-owned for 20 years with 1000+ 5-star reviews. Call now for $50 off emergency service.”
4. FOMO + Call to Action: Create urgency and direct action
   • Example: “Limited same-day appointments available. Call or click for immediate assistance before slots fill up.”

Creating Your URL and Final URL

The Display Path field is what shows in the ad URL (not where people actually go). Use it to reinforce keywords:

Example: yourbusiness.com/emergency-plumbing

The Final URL should send people to the MOST RELEVANT page on your site – not your homepage unless that’s truly the best destination for this specific search.

Testing Your Ads Before Launch

Before going live, always do these quick checks:

1. Preview your ads using the ad preview tool (under “More tools”)
2. Click your destination URLs to make sure they work properly
3. Double-check your negative keywords to ensure they make sense
4. Verify your daily budget is what you intended
5. Confirm your location targeting is correct

Once everything looks good, you’re ready to launch! But don’t just set it and forget it…

Today’s Key Takeaways

Today we covered a lot of practical ground:

• Creating a search campaign with the right settings for beginners
• Setting up proper ad groups based on your keyword research
• Writing compelling ad copy using a proven formula
• Adding extensions to improve your ad performance
• Pre-launch checks to avoid common mistakes

Tomorrow, we’ll dive into managing and optimizing your campaigns once they’re running. We’ll cover how to interpret the data, what metrics actually matter (hint: it’s not just clicks), and how to make smart adjustments that improve performance over time.

Remember, the first version of your campaigns will not be perfect – and that’s OK! Google Ads is an iterative process. We’ll work on refining everything as we collect data.

How’s your ad writing going? Finding it easier or harder than you expected? Let me know in the comments, and feel free to share a headline or description you’re particularly proud of – I’m happy to give feedback!

Monitoring & Optimizing Your Campaign: What Actually Matters

Welcome to Day 4! By now, you should have your first campaign up and running. If you’re seeing clicks coming in, that’s great! But clicks alone don’t pay the bills – we need those clicks to turn into actual customers. Today we’re going to focus on monitoring your campaign and making data-driven optimizations that actually improve your bottom line.

I still remember the panic I felt when I checked one of my early campaigns and saw I’d spent $178 in a single day with only two conversions. My stomach dropped, and I nearly paused everything in a fit of anxiety. But after taking a deep breath and digging into the data, I discovered that those two conversions were worth over $2,000 in revenue to my client. The campaign wasn’t failing – it was actually wildly successful!

The lesson? Raw numbers can be misleading without context. Today I’ll show you how to look beyond surface-level metrics and understand what’s really happening in your campaigns.

Understanding the Google Ads Dashboard

Let’s start by getting comfortable with the Google Ads interface and understanding where to find the information that matters.

When you log into your Google Ads account and select a campaign, you’ll see a dashboard with various metrics. Here’s what they mean and which ones actually matter:

• Impressions: How many times your ads were shown. Useful for gauging market size, but not a success metric by itself.
• Clicks: How many times people clicked on your ads. Important, but only as a step toward conversions.
• CTR (Click-Through Rate): Percentage of impressions that resulted in clicks. A good indicator of ad relevance and appeal.
• Avg. CPC (Cost Per Click): How much you’re paying for each click on average.
• Cost: Total amount spent during the selected time period.
• Conversions: Number of desired actions completed (if you set up conversion tracking).
• Cost/Conv. (Cost Per Conversion): How much you’re spending to get one conversion. THIS IS GOLD.
• Conv. Rate (Conversion Rate): Percentage of clicks that resulted in conversions.

The Metrics That Actually Matter (And When)

I’ve worked with dozens of clients who were freaking out about the wrong metrics. Here’s what to focus on based on your business goals:

For Lead Generation Businesses (Services, B2B, etc.)

1. Cost Per Lead (CPL): How much you’re paying to get a potential customer to contact you
2. Lead Quality: Not all leads are created equal – track which keywords/ads bring in qualified leads
3. Close Rate: What percentage of leads become paying customers
4. Customer Acquisition Cost (CAC): CPL ÷ Close Rate = true cost to acquire a customer

For E-commerce Businesses

1. ROAS (Return on Ad Spend): For every $1 spent, how much revenue do you generate?
2. AOV (Average Order Value): Are certain keywords/ads driving larger purchases?
3. Conversion Rate: What percentage of visitors make a purchase?

In both cases, cost per click and click-through rate are secondary metrics. They matter, but only as they contribute to the primary goals above.

Search Terms Report: The Hidden Goldmine

The single most valuable report for optimizing your campaigns is the Search Terms Report. This shows you exactly what people typed into Google that triggered your ads.

To access it:

1. Go to your campaign or ad group
2. Click “Keywords” in the left menu
3. Click “Search terms” at the top of the page

This report is absolute GOLD because it shows you:

• What searches are actually triggering your ads (especially important if you’re using phrase or broad match)
• Which search terms are converting (and which aren’t)
• Opportunities to add negative keywords
• New keyword ideas you hadn’t thought of

I review this report at least weekly for all my active campaigns. It’s led to some major breakthroughs – like when I discovered people searching for “wedding photographer candid style” converted at 3x the rate of people searching just “wedding photographer” for one of my clients. We immediately created a dedicated ad group for this intent and saw conversions jump.

Making Smart Optimizations (At the Right Time)

Now let’s talk about how to actually improve your campaigns based on data. BUT – and this is crucial – you need enough data to make informed decisions.

Early in my career, I was guilty of making major changes based on just a day or two of data. Big mistake. Statistical fluctuations are normal, and premature optimizations can actually hurt performance.

Here’s my rule of thumb for when you have enough data to make decisions:

• Bid adjustments: At least 100 clicks per keyword
• Ad testing: At least 100 clicks per ad variation
• Keyword decisions: At least 200-300 clicks or 30 days of data
• Campaign restructuring: At least 1,000 clicks or 60 days of data

For new accounts with limited data, focus on these high-impact activities:

Week 1 Optimizations

1. Add negative keywords from the Search Terms Report daily. This prevents wasted spend on irrelevant searches and can be done with very little data.
2. Adjust bids selectively. If a keyword is getting clicks but its position is below 3.0 on average, consider increasing the bid. If it’s getting impressions but no clicks after 100+ impressions, the ad might not be relevant enough.
3. Check for disapproved ads or keywords. Sometimes Google rejects ads for policy reasons – fix these quickly.

Weeks 2-4 Optimizations

1. Analyze keyword performance. Look for keywords with:
   • High cost with no conversions (consider pausing or reducing bids)
   • High conversion rates (consider increasing bids or creating dedicated ad groups)
2. Ad copy testing. By now you should have enough data to see which ad variations are performing better. Pause the underperformers and create new variations to test.
3. Device performance. Check if your ads perform differently on mobile vs. desktop. You can set bid adjustments accordingly (e.g., bid +20% on mobile if it converts better there).
4. Time and day analysis. Are there certain days or times when your ads perform better? Consider using ad scheduling to focus your budget during these periods.

Month 2+ Optimizations

1. Campaign structure refinement. Based on performance data, you might split high-performing ad groups into their own campaigns or consolidate underperforming ones.
2. Bid strategy adjustments. Once you have steady conversion data, consider testing automated bid strategies like Target CPA or Maximize Conversions.
3. Budget allocation. Shift budget from lower-performing campaigns to your winners.
4. Landing page optimization. Test different landing pages to improve conversion rates.

Remember, optimization is a marathon, not a sprint. Small, consistent improvements compound over time.

Real-World Optimization Example

Let me walk you through how I optimized a campaign for a client in the home services industry:

Starting point:

• $50/day budget
• 8.2% conversion rate
• $43 cost per lead
• ~35 leads per month

After analyzing the data, I made these optimizations over 6 weeks:

1. Week 1: Added 47 negative keywords based on the search terms report (-$0 immediate impact, but prevented waste)
2. Week 2: Noticed mobile conversion rate was 54% higher than desktop, added +30% bid adjustment for mobile (+5 leads)
3. Week 3: Created separate campaigns for “emergency” searches with higher bids (+8 leads, though at higher CPL)
4. Week 4: Paused keywords with >$100 CPL and no conversions after 50+ clicks (-$0 immediate impact, freed up ~$300/month)
5. Week 5: A/B tested new ad copy focusing on the specific service benefit (+12% CTR improvement)
6. Week 6: Reallocated saved budget to top-performing keywords (+7 leads)

End result after 6 weeks:

• Same $50/day budget
• 11.3% conversion rate (+38%)
• $32 cost per lead (-26%)
• ~47 leads per month (+34%)

Notice that I didn’t increase the budget – all the improvements came from optimization. That’s the power of patient, methodical improvements based on data.

Reporting & Analysis Tools

Finally, let’s talk about some tools that can make your analysis easier:

1. Google Ads’ built-in reports: Don’t overlook these! The Overview tab provides great visualizations of your key metrics.
2. Google Analytics: If you’ve linked your Google Ads and Analytics accounts, you can see what happens after people click your ads (pages visited, time on site, bounce rate, etc.)
3. Google Data Studio: Free tool to create custom dashboards that combine data from multiple sources
4. Google Ads Editor: Desktop application that makes bulk changes and analysis much faster

I personally use a combination of all these, but if you’re just starting out, focus on mastering the built-in reports before adding complexity.

Today’s Key Takeaways

Today we covered how to move beyond just launching campaigns to actually improving them:

• Understanding which metrics actually matter for your business goals
• Using the Search Terms Report to find opportunities and eliminate waste
• Making smart optimizations at the right time (with enough data)
• A real-world example of campaign optimization in action
• Tools to make your analysis more efficient

Tomorrow, we’re going to dive into more advanced strategies, including remarketing to people who’ve already visited your site, creating effective display campaigns, and using audience targeting to reach your ideal customers. These techniques can take your results from good to great once you’ve mastered the basics we’ve covered so far.

How are your campaigns performing so far? Have you made any optimizations yet based on early data? Share your experience in the comments – I’d love to hear what’s working (or what challenges you’re facing)!

Advanced Strategies: Remarketing, Display, & Audience Targeting

Welcome to Day 5! By now, you should have a solid foundation in Google Ads fundamentals and be getting comfortable with monitoring and optimizing your campaigns. Today, we’re going to level up your strategy with some more advanced tactics that can dramatically improve your results.

I remember the first time I implemented a proper remarketing campaign for my photography business. I’d been running search ads for months with decent results, but conversions were still lower than I wanted. After setting up remarketing, I watched in amazement as my overall conversion rate jumped from 3.2% to 7.1% within weeks. The people who had already shown interest in my services were seeing my ads across the web, and many came back when they were ready to book.

It was one of those “why didn’t I do this sooner?” moments. So today, I want to make sure you don’t miss out on these powerful strategies.

Why Remarketing is Your Secret Weapon

Let’s start with remarketing (also called retargeting), which is hands-down one of the highest ROI strategies in digital marketing.

Remarketing allows you to show ads specifically to people who have already visited your website or interacted with your business. These people are already familiar with you, making them much more likely to convert than cold traffic.

The stats back this up – remarketing typically has:

• 300% higher click-through rates than standard display ads
• 70% higher conversion rates than new visitor traffic
• 30-50% lower cost per acquisition

And yet, I’m constantly surprised by how many advertisers ignore this opportunity. Let’s fix that!

Setting Up Your First Remarketing Campaign

To create a remarketing campaign, you first need to set up audience lists:

1. In Google Ads, go to Tools & Settings > Audience Manager > Audience lists
2. Click the blue “+” button and select “Website visitors”
3. Create these essential audience lists:
   • All Visitors (past 30 days) – Everyone who’s visited your site
   • Product/Service Page Visitors – People who viewed specific offerings
   • Shopping Cart Abandoners – People who added to cart but didn’t purchase
   • Converters – People who completed a conversion action
4. For each list, set an appropriate membership duration (how long people stay in your audience):
   • 30 days for general visitors
   • 60-90 days for people who viewed specific products/services
   • 90-180 days for cart abandoners

Once your lists are set up, create a remarketing campaign:

1. Create a new campaign with the “Display” campaign type
2. For targeting, select “Browse” > “Your data” > and choose your audience lists
3. Set a slightly higher bid than your standard display campaigns (these users are more valuable)
4. Create ads that acknowledge the previous visit or offer an incentive to return

Creating Effective Remarketing Ads

The key to good remarketing ads is acknowledging the previous relationship and providing a compelling reason to return. Here are some approaches that have worked well for my clients:

• Reminder ads: “Still interested in [product/service]? Check out our latest offers.”
• Urgency ads: “Limited spots remaining for [service] this month.”
• Incentive ads: “Come back and get 10% off your first order.”
• Social proof ads: “Join the 5,000+ customers who chose [your business] this year.”
• Objection-addressing ads: Target specific pages with ads that address common concerns.

Leveraging Display Campaigns Effectively

Now let’s talk about Display campaigns. Unlike Search, which shows text ads when people are actively searching, Display shows visual banner ads on websites across the Google Display Network (GDN) – which includes over 2 million websites and reaches over 90% of internet users.

I’ll be honest – my early experiences with Display were pretty terrible. I followed Google’s basic setup and ended up with tons of cheap clicks that went nowhere. But then I learned how to use Display strategically, and it became a valuable part of my marketing mix.

When to Use Display Advertising

Display campaigns work best for these specific goals:

• Brand awareness – Getting your name in front of a broader audience
• Remarketing – As we just discussed
• Upper-funnel education – Reaching people early in their research phase
• Competitor targeting – Showing your ads to people researching competitors

What Display is NOT good for is direct response from cold traffic. If you’re looking for immediate conversions from people who’ve never heard of you, stick with Search.

Smart Display Targeting Strategies

The secret to effective Display advertising is precise targeting. Here are the approaches I’ve found most effective:

1. Custom Intent Audiences – Target people based on what they’ve searched for on Google. This is fantastic for capturing people early in their research phase.
2. Placement Targeting – Choose specific websites where your ads appear. Great when you know where your audience hangs out online.
3. Topic Targeting – Show ads on sites about specific topics. Use this with other targeting methods to refine your audience.
4. Similar Audiences – Target people similar to your existing customers or website visitors.

For most businesses, I recommend starting with a Custom Intent audience based on your top-performing search keywords, combined with remarketing. This gives you the best of both worlds – reaching new prospects who are actively researching related topics while also staying connected with people who’ve already shown interest.

Creating Effective Display Ads

Unlike text ads, Display ads are visual and come in multiple formats and sizes. Here’s what works:

• Use all available formats and sizes – Create responsive display ads that automatically adjust to available ad spaces
• Focus on clear value proposition – You have seconds to communicate your main benefit
• Include a strong CTA – Tell people exactly what you want them to do
• Keep it simple – Cluttered ads perform poorly; use negative space effectively
• Use high-quality images – Blurry or pixelated images kill credibility

If you don’t have design skills (I certainly don’t!), Google’s responsive display ads make this easy. You provide a few images, headlines, descriptions, and your logo, and Google automatically creates ads in all the necessary formats.

Advanced Audience Targeting for Search Campaigns

Now let’s bring our audience knowledge back to Search campaigns with a powerful strategy called audience layering.

Audience layering means applying audience targeting on top of your keyword targeting. This allows you to adjust your bids based on who is searching, not just what they’re searching for.

Here’s how to implement it:

1. Go to your Search campaign
2. Click on “Audiences” in the left menu
3. Click the blue pencil icon to edit
4. Select “Observation” mode (not targeting mode)
5. Add relevant audiences – remarketing lists, in-market audiences, affinity audiences, etc.

The key here is using “Observation” mode, which doesn’t limit your reach but lets you see how different audiences perform and adjust bids accordingly.

Once you have data, you can set bid adjustments. For example:

• +30% for past website visitors
• +50% for shopping cart abandoners
• +20% for in-market audiences related to your product

I’ve seen this strategy improve conversion rates by 25-40% across numerous accounts while maintaining the same overall traffic levels.

Creating a Full-Funnel Google Ads Strategy

Now that we understand all these campaign types, let’s talk about how they work together in a cohesive strategy. The most effective Google Ads accounts don’t just run isolated campaigns – they create a full-funnel approach:

Top of Funnel (Awareness)

• Display campaigns targeting relevant topics and in-market audiences
• YouTube ads to explain your product/service
• Broad match keywords on informational searches

Middle of Funnel (Consideration)

• Search campaigns targeting comparison and research keywords
• Remarketing to people who viewed your site but didn’t convert
• Discovery campaigns to re-engage interested prospects

Bottom of Funnel (Conversion)

• Search campaigns targeting high-intent keywords
• Dynamic remarketing showing specific products/services viewed
• Call-only ads for immediate contact

By addressing each stage of the customer journey, you’re not just fishing for people who are ready to buy right now – you’re creating a pipeline of future customers and nurturing them toward conversion.

Today’s Key Takeaways

Today we covered several advanced strategies to take your Google Ads performance to the next level:

• Using remarketing to reconnect with website visitors
• Leveraging Display campaigns strategically rather than as direct response tools
• Implementing audience layering in Search campaigns for better targeting
• Creating a full-funnel approach that addresses each stage of the customer journey

These strategies require a bit more setup than basic Search campaigns, but the ROI can be tremendous. I’ve seen properly implemented remarketing campaigns return 3-5x the performance of standard Search campaigns, especially for businesses with longer sales cycles.

Tomorrow, we’ll dive into tracking and measuring your success beyond the Google Ads interface. We’ll cover how to properly attribute conversions, set up tracking for phone calls and offline sales, and create reporting that actually helps you make better decisions. It’s going to be a game-changer for understanding the true impact of your advertising!

Have you tried any remarketing or Display advertising before? What were your results? Let me know in the comments, and if you have any questions about today’s strategies, I’m here to help!

Welcome to Day 5! By now, you should have a solid foundation in Google Ads fundamentals and be getting comfortable with monitoring and optimizing your campaigns. Today, we’re going to level up your strategy with some more advanced tactics that can dramatically improve your results.

I remember the first time I implemented a proper remarketing campaign for my photography business. I’d been running search ads for months with decent results, but conversions were still lower than I wanted. After setting up remarketing, I watched in amazement as my overall conversion rate jumped from 3.2% to 7.1% within weeks. The people who had already shown interest in my services were seeing my ads across the web, and many came back when they were ready to book.

It was one of those “why didn’t I do this sooner?” moments. So today, I want to make sure you don’t miss out on these powerful strategies.

Why Remarketing is Your Secret Weapon

Let’s start with remarketing (also called retargeting), which is hands-down one of the highest ROI strategies in digital marketing.

Remarketing allows you to show ads specifically to people who have already visited your website or interacted with your business. These people are already familiar with you, making them much more likely to convert than cold traffic.

The stats back this up – remarketing typically has:

• 300% higher click-through rates than standard display ads
• 70% higher conversion rates than new visitor traffic
• 30-50% lower cost per acquisition

And yet, I’m constantly surprised by how many advertisers ignore this opportunity. Let’s fix that!

Setting Up Your First Remarketing Campaign

To create a remarketing campaign, you first need to set up audience lists:

1. In Google Ads, go to Tools & Settings > Audience Manager > Audience lists
2. Click the blue “+” button and select “Website visitors”
3. Create these essential audience lists:
   • All Visitors (past 30 days) – Everyone who’s visited your site
   • Product/Service Page Visitors – People who viewed specific offerings
   • Shopping Cart Abandoners – People who added to cart but didn’t purchase
   • Converters – People who completed a conversion action
4. For each list, set an appropriate membership duration (how long people stay in your audience):
   • 30 days for general visitors
   • 60-90 days for people who viewed specific products/services
   • 90-180 days for cart abandoners

Once your lists are set up, create a remarketing campaign:

1. Create a new campaign with the “Display” campaign type
2. For targeting, select “Browse” > “Your data” > and choose your audience lists
3. Set a slightly higher bid than your standard display campaigns (these users are more valuable)
4. Create ads that acknowledge the previous visit or offer an incentive to return

Creating Effective Remarketing Ads

The key to good remarketing ads is acknowledging the previous relationship and providing a compelling reason to return. Here are some approaches that have worked well for my clients:

• Reminder ads: “Still interested in [product/service]? Check out our latest offers.”
• Urgency ads: “Limited spots remaining for [service] this month.”
• Incentive ads: “Come back and get 10% off your first order.”
• Social proof ads: “Join the 5,000+ customers who chose [your business] this year.”
• Objection-addressing ads: Target specific pages with ads that address common concerns.