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Reduce the Creepy with Remarketing Membership Duration

Google’s Remarketing has been a game changer to paid media since it’s launch in 2010. Features are constantly added every year. It’s because of these new features that customization and best practices are needed to keep from becoming that “creepy” ad that visitors fear.

Setting up a remarketing campaign is heavily dependent on business goals and industry behavior. Targeting is the difference between Remarketing and traditional display, but that targeting it also what concerns consumers. Like many tactics within Google AdWords, it’s all about the tweaking and the execution. One of those key tactics is Remarketing Membership Duration.

The key element to any remarketing campaign is the list, AKA the audience. A remarketing list is a essentially a collection of cookies from previous site visitors. The membership duration is the length of time you want to target this audience.

At the end of the duration period, the cookie is removed from the list. That visitor would no longer see ads that are using that audience list. If the user revisits the site the timing is reset.

Remarketing Membership Duration

Remarketing Membership Duration

The mistake many marketers make is extending the duration to the maximum amount of time. The maximum duration allowed for the Google Display Network is 540 days. That would likely mean that an ad could follow visitors around for a year. There is no value in annoying potential customers.

Determining Membership Duration
Unfortunately, like many things with paid media, there is no easy answer for everyone. Remarketing membership duration can vary by industry. A general rule of thumb is, the higher the purchase value the larger the membership duration.

Days to Transaction
A recommended way to determine membership duration length is knowing the average time it takes a visitor to convert. Google Analytics can help with that. The Days to Transaction and Sessions to Transaction fields in Google Analytics indicates the average number of days and sessions from the first website interaction to purchase. This helps a marketer understand how long it takes someone to convert. The Days to Transaction report can also be segmented. That allows the separation by products, categories, pages, or whatever makes sense per industry.

Google Analytics Days To Transaction

Google Analytics Days To Transaction

About John Ellis

John Ellis is Founder and President of Crescent Interactive. He is an experienced online marketing professional, with special emphasis on paid search. John is a frequent speaker on advanced PPC tactics and strategies.