We have a client who hired us to increase his conversions. He has great traffic and a few AB tests later his revenues are way up. Eventually he asked us to take over his Google Adwords campaign from another company. A quick review showed that the ROI was very low. Even for his remarketing campaign. We took a closer look and guess what?
The campaign that was named remarketing was not set up for remarketing. Don’t believe everything your read. In effect, it was a display campaign which was wasting a lot of money. The take away is: if your remarketing campaign is not doing well–first thing to do is make sure it was set up properly.