Thanks for the awesome article.

You mentioned “You can control how many times a visitor sees your remarketing ads every day. I prefer to set the total impression count to 5 per day.”

That’s really smart. How can I find that setting in Google Adwords?

Also, want to share an idea many of our BoostSuite users are doing with remarketing.

To your point, remarketing is great because it lets you show your ad to a very targeted audience of people who have already shown interest in your product or services. But for most small businesses, that batch of people is pretty small (maybe a few hundred).

To solve that problem, many of our users have chosen to pool their remarketing audiences together with other complementary businesses. So for example, 15 small businesses join together in BoostSuite and each company shows their ad to the total remarketing pool (now thousands of customers).

An interior design store might pair up with a modern rug company, or a skin cream provider might pair up with a nutritional supplement company. In fact, since audiences can be shared peer-to-peer instead of through a single pool, an interior design store could work with 10 different rug companies, and the skin cream provider could pair up with 15 different nutritional supplement companies.

When we first launched this capability we thought the clickthrough rates for partner audiences might be a bit less than each business’ own remarketing audience. But we’re now seeing the majority of businesses actually have higher clickthrough rates with their PARTNERS’ audiences (not their own).

At a high level this just means they’ve picked the right comarketing partners, but it also means that some people in their own remarketing audience have already made the decision NOT to work with their business (thus ignoring their ads). So, in result, fresh audience members who haven’t yet visited their website, but who have recently visited a website selling a complementary product (one of their partners’ sites), are more likely to visit their website.

This has been a fascinating discovery for us, and I hope more small businesses will join forces with complementary businesses to put the power of teamwork to work in their remarketing campaigns.