16 May '18, 3pm

Beating remarketing addiction and testing for incremental value using Google Analytics

Once your audiences have collected a sufficient volume of users, you can start the test. Add both lists to your campaigns. Next, exclude the users of one list from AdWords, while boosting the other by 100 percent. To avoid cannibalization, no other lists should be active. Important point: If your current performance relies heavily on RLSA, the test should not run on the entire account, as it is likely to impact efficiency. In this case, choose a few campaigns that have high traffic — but not enough to hurt overall numbers. If the entire account is low-traffic, ensure you free some extra budget without a ROAS target assigned to it to run the test.

Full article: https://searchengineland.com/beating-remarketing-addictio...

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