I have never previously been interested in this as, on the few campaigns I still run, the ratio of clicks to people has always been very close to 1:1.
However lately I'm seeing it creeping up, and last month one campaign was 1.5:1. For this particular campaign it meant a 57% increase in the cost of each visitor.
I've tried looking into Google's help pages on this but I'm pretty baffled. First, all the guidance is angled towards finding MORE people to show ads to, whereas I want LESS people. Second, the whole 'Audiences' thing seems to be in the middle of a massive overhaul (including renaming) which makes the concepts harder to grasp.
For now, all I really want to know is this:
1) Were it not for these changes would it be possible to not show an ad to someone who has visited the site in, say, the last 30 days?
AND ALSO
2) Would it be possible to do this without having their email address?
i.e. either importing something from Analytics, or enabling some (no doubt very well hidden) feature directly in Google Ads.
