AdWords remarketing is one of the most powerful tools Google offers up to help you chase lost leads. Previous visitors to your site can be targeted with visual ads as they continue to browse the web. Meaning you can serve a constant reminder to people who show an interest in your brand and turn lost leads into sales.

The stats are overwhelmingly in favour of remarketing, too. But there’s one mistake we see time and again that can bring a remarketing campaign to its heels. If you’re guilty of this, you’ll be putting people off your brand for life – so stop running your AdWords remarketing campaigns for too long.


What happens when you run remarketing for too long?

The short answer is this: you’ll annoy a lot of people for a very long time. The default setting in AdWords remarketing stores cookies on a users’ computer for 30 days. In many cases, you’ll probably find this is too short but the maximum setting is a whopping 540 days. That means users could see your ad for almost a year and a half, which is way too long for most buying cycles.


As always, the key to remarketing is relevance. So when a user searches for summer holidays, it’s no good targeting showing them your best summer deals during the next two winters. It’s vital you think about the context of a user’s visit, what that means about their intent and the kind of shelf-life this gives your remarketing campaigns.

Don’t forget you can always follow up with a different message once the initial buying intent fades. Summer deals can turn into winter getaways or maybe a savings scheme for booking next year’s sunny break. The key is to always keep your ads relevant, because anything else counts as invasive – and users don’t like that one bit. Which sometimes means you need to know when to call it a day and move on to the next campaign.