Remarketing List Hygiene and Frequency Audit
Check that follow-up ads are fair, relevant and capped.
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Audit my remarketing set-up. Audiences with membership windows and sizes, frequency caps, exclusions, and the messages shown: [REMARKETING_SETUP]. Typical sales cycle: [SALES_CYCLE]. Check that windows match the sales cycle, past buyers are excluded unless the message is for them, each person sees an ad no more than the cap allows, audiences are not built from sensitive pages, and messages differ by stage. Look for audiences that overlap and compete for the same people. Return a table with Audience, Issue and Fix, a revised structure with windows and caps as proposals to test, and a weekly check of frequency reports. Consent and tracking rules are [VERIFY] for [REGION]. Add a worked audience table with invented values. Site visitors 30 days: 12,000 people, window suits a 14-day sales cycle if message differs by stage; cart abandoners 7 days: 400 people, good; past buyers 180 days excluded from prospecting but included in a loyalty campaign: good; all visitors 180 days with the same ad: frequency 9, too high. Propose caps such as 3 per week. Count audiences that overlap and the share of budget going to the oversaturated one. Messages: reminder for viewers, objection handling for abandoners, new range for buyers. Add a worked frequency check with invented numbers: audience of 12,000 people received 108,000 impressions in a week, an average frequency of 9; the target is 3. To cut frequency, reduce the budget for that audience or widen it. Calculate: 36,000 impressions would give a frequency of 3 for the same audience, so the budget could fall by two thirds or the audience could triple. Add rules for rotating creative every two weeks, excluding people who converted within 24 hours, and ending the campaign when the window closes. Add a caution about showing ads related to sensitive browsing, and an opt-out route. Record the change and compare cost per conversion before and after over at least two full weeks.
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