The Importance of the Audience and Remarketing List

After installing ROI Hunter Easy and connecting the AdWords account, you will see something like this in your AdWords campaigns administration.

You might be asking “That’s it? Is it running already? Why are there zeros for so long?” This article aims to explain why it takes some time for your ads to start running. The reason is simple: the audience and remarketing list. But let’s take it step by step.

Imagine a basket. A new cookie is tossed in it every time a new visitor comes to your website. This cookie, representing a visitor, is then stamped by a remarketing tag, which is why cookies in the basket are unique. The basket is your remarketing list. The collection of cookies is called the audience. You are interested in your visitors because they are interested in your product and, if they haven’t bought anything during their first visit on your website, you would like to be reminded to them.

When the basket is full, Google AdWords can finally use it. The ads will start showing when the basket has at least 100 cookies in it from the past 30 days.

After installation, ROI Hunter Easy creates a lot of such baskets. Each basket represents a different activity of your visitors. You can find these stats on the lefthand side in Shared library and then clicking on Audience. You will see the Cart abandoners, the Category page visitors, the Product page visitors, and more. All the baskets, remarketing lists, represent the activity of your unique visitors in a given time frame (the past 7 days, 14 days, etc.)

This, of course, can take time depending on how many visitors you e-commerce web has. The smaller e-commerce owners have to be more patient. The collection of the audience can sometimes take more than 7 days. Larger e-commerce shops could have the audience ready in 2 or 3 days. It only depends on your website traffic. The more traffic, the sooner your audience will be ready and your ads will start to show.

Furthermore, it depends on the origin of the basket. Product view and Category view get filled much faster, because visitors come and go, and they often browse through a lot of product pages. There are fewer cart abandoners, however, so this bucket will probably be filled as the last one.

Note that Google AdWords only charges you for the running ads. You won’t pay for the time when the buckets are being filled and ads do not show yet.

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