PPC Remarketing: What Not To Do

By now, we’re all accustomed to being followed around by remarketing ads. Those of us in PPC are particularly attuned to remarketing ads. We know what they are, first of all. Most of us can probably spot a remarketing ad on the first impression. Second, we visit a lot of different websites as we research competitors, read news, and check display campaign placements. It always makes me chuckle to see our clients’ competitors as I move about the web.

I don’t blame the competitors for following me; after all, they don’t know why I was on their site and didn’t convert. As long as they don’t show me hundreds of impressions per day, it’s not a problem. Then again, there are some remarketing ads that seem nearly ubiquitous, almost to the point of harassment.

Here’s an example of an ad that most PPC pros probably see at least 20 times per day:

remarketing ad

Now, I think WordStream has good products – I’ve praised several of them in posts I’ve written. And I have nothing but respect for Larry Kim, their CEO. But I gotta be honest – I’m tired of seeing their ads all day long, everywhere I go.

How to avoid harassment: Use frequency caps! I usually start with 5 impressions per user per day. And even that might be high – I’ve gone as low as 1 per day.

Now, I’m sure the fine folks at WordStream have probably tested the frequency threshold and likely are serving the right number of impressions to drive the results they’re looking for. But gosh, these ads are everywhere. I’ve even tried to get them to stop showing by going to different pages & sites – I gave up after about 50 impressions.

This week, I got to thinking about another, bigger problem: showing salesy remarketing ads to people who already use your product. I credit my co-worker, Ben Nusekabel, with pointing this out. Here’s the ad he sent me – for the project management software we all use every day!

remarketing ad

Now, I love so many things about this ad: the copy, the art, the call to action… If I’d seen it, I probably would have downloaded the ebook! But here’s the thing: they’re wasting money on me, because I work for a company that already uses them.

The solution? Don’t remarket to people who log in to your site. Create an exclusion list for them.

Here’s another one, for the videoconferencing program we use:

remarketing ad

Great – I started seeing this ad AFTER a video meeting in which I gave a presentation from my home office in Michigan to our main office in Cincinnati, while I was logged in, of course. At least this ad wasn’t interesting enough for me to click on it. So maybe the key is to use boring creative? (I keed, I keed.)

And finally, the icing on the cake:

remarketing ad

Yes, our friends over at Adwords want me to check them out. “Try Google AdWords,” they say. As if I’m not logged in to their interface from dawn till dusk. This one made me laugh out loud. Yet another example of Adwords not using their own best practices.

I’d have been ok with seeing all of these ads if I weren’t logged in to their sites at the time I saw them. Makes me wonder if their PPC department or agency doesn’t understand how to use remarketing. At least it’s good for a few laughs.

What about you? What are the craziest (or best, or creepiest) remarketing ads you’ve seen lately? Share in the comments!

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