Google Ads: Strategies to Scale Your Remarketing Campaigns

By: Jyll Saskin Gales, Google Ads Coach

Struggling to scale your remarketing campaigns in Google Ads? Whether you're using Display, Video, Demand Gen, or Performance Max, if you're running a lead generation account and want to increase your conversions, you're likely wondering how to maximize your efforts. This is a common challenge for advertisers, as remarketing campaigns have inherent limitations. Understanding these limitations and knowing how to adjust your strategy is crucial for scaling your campaign effectively.

In this article, we'll cover:

• The limitations of scaling remarketing campaigns across various campaign types.
• The two primary levers for scaling: target CPA and remarketing list size.
• When to accept that your current conversion rate might be optimal.

Understanding the Limitations of Remarketing

When running any remarketing campaign, you're essentially targeting a finite audience. Your ads can only reach people who have previously interacted with your website and are on your remarketing list. This inherent limitation means that scaling can be challenging, regardless of whether you're using Display, Video, Demand Gen, or Performance Max.

Two Key Levers for Scaling

To scale your remarketing campaign, you have two primary levers: your target Cost Per Acquisition (CPA) and the size of your remarketing list.

• Increase Your Target CPA: By increasing your target CPA, you give the Google Ads algorithm more room to pursue conversions. This allows the algorithm to bid more aggressively and reach a wider segment of your remarketing audience.
• Expand Your Remarketing List: Driving more traffic to your website will naturally increase the size of your remarketing list. This can be achieved through organic strategies, such as content marketing and SEO, or through paid strategies, such as other Google Ads campaigns or social media advertising.

Knowing When to Accept Your Results

Sometimes, your current conversion rate might be optimal for your remarketing efforts. If you're hitting your CPA goals and reaching the right audience, a certain number of conversions a month might represent the total remarketing opportunity.

It's important to recognize when you've reached a plateau. Rather than forcing growth, focus on maintaining your current success and optimizing for efficiency. Consider leveraging other targeting types if you're yearning for more volume.