misterjinx - 11:46 pm on Jun 22, 2011 (gmt 0)

Hello after the introduction of remarketing personally I set up at least a remarketing campaign in each account I manage because it's extremely useful and gives good ROI looking not only to direct conversions but also to view-through ones.

I developed two different strategies of remarketing I'd like to share because they're tested for months and works really well.

If in your account you have other GDN campaigns I suggest to follow Google rules to setup a remarketing campaign which means
1) audiences and combinations of audiences
2) no keywords in your ad groups
3) display network set up to show your ads only in managed placements, audience and topics.

BUT, for my experience, if you haven't other GDN campaigns in the same account I suggest what I called a "defensive remarketing campaign" which means:
1) audiences and combinations of audiences
2) keywords in your ad groups
3) display network set up to show your ads in all the network.

Note: if you try this second way and you have other GDN campaigns in the same account they collide and you have performance loss.