Remarketing Management Scope of Services
Remarketing is not “set it and forget it.” If it’s built wrong, you overpay to chase low-intent traffic, spam the same users, and inflate attribution that doesn’t hold up under scrutiny. Our scope is designed to run remarketing like a performance system—clean audience architecture, controlled frequency, conversion-quality measurement, and continuous optimization tied to CPL and ROAS.
1) Audience Strategy and Segmentation (Intent-Based)
We engineer audiences around real buying signals, not generic “all visitors.”
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Segments by behavior: product/category views, pricing page visits, cart/lead-start abandoners, repeat visitors, time-on-site thresholds
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Time windows: 7/14/30/60/90/180-day cohorts based on sales cycle
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Exclusions: existing customers, recent converters, low-value traffic, internal traffic
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Lookback and membership duration tuned to your conversion lag and deal velocity
2) Cross-Channel Remarketing Architecture
We build a unified remarketing program across the channels that actually move the needle.
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Google Search (RLSA), Display, YouTube, Discovery/Gmail (where appropriate)
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Google Shopping remarketing layers (when Shopping is in play)
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Optional Microsoft Advertising and paid social retargeting alignment for full coverage
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Consistent messaging framework by funnel stage (awareness → consideration → conversion)
3) Creative, Offer, and Message Alignment
Remarketing only works when the message matches the audience’s last intent.
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Ad variation strategy by segment (e.g., cart abandoner vs. category browser)
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Offer sequencing (value prop → proof → urgency) without training users to wait for discounts.
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Ad fatigue controls: rotation plans and audience refresh rules
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Brand-safe placements and content exclusions to protect reputation
4) Bidding Strategy, Budget Control, and Profit Guardrails
We manage spending with performance constraints, not vanity metrics.
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Bid strategies aligned to your goals: CPL, CPA, ROAS, or profit proxy
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Budget allocation by audience value (highest intent gets priority)
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Frequency caps and reach controls to reduce waste and overexposure
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Placement and device optimizations based on conversion quality, not just volume
5) Conversion Tracking, Call Tracking, and Data Integrity
If tracking is wrong, everything downstream is noise. We harden measurement first.
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GA4 + Google Ads conversion alignment and deduplication
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Call tracking setup (qualified calls vs. spam filtering, when available)
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Enhanced conversions (where appropriate) to improve signal quality
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UTM governance and attribution hygiene so reports reflect reality
6) Landing Page and Conversion Rate Optimization Guidance
Remarketing won’t save a page that can’t convert.
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Landing page audit: offer clarity, friction points, page speed, trust signals
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Form optimization recommendations (fields, validation, mobile UX)
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Conversion-path improvements (thank-you pages, next-step CTAs, funnel continuity)
7) Competitive Intelligence and Market Positioning
We don’t guess; we map the competitive field and exploit gaps.
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Competitor messaging and offer review
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Auction insights interpretation (where applicable) and positioning adjustments
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Segment-level benchmarking to identify underperforming funnel stages
8) Ongoing Optimization Cadence (Weekly/Monthly)
We run remarketing as a continuous improvement loop.
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Query/placement reviews, audience performance pruning, bid and budget refinements
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Creative tests and audience expansion/containment decisions
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Incrementality checks (to avoid “paying for what would’ve happened anyway”)
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Documented actions and outcomes—no black box
9) Communication, Accountability, and Executive Reporting
You get transparency, not fluff.
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Scheduled performance reviews with a dedicated PPC Manager
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Monthly reporting with segment-level insights (not just top-line totals)
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Clear priorities: what we changed, why it changed, and what it produced
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CFO-ready metrics: CPL/CPA, ROAS, conversion rate, cost drivers, and subsequent actions
Most remarketing programs fail for predictable reasons: audiences are too broad, creative is generic, tracking is unreliable, and spend is not governed by conversion quality. Our remarketing management fixes those fundamentals and then optimizes aggressively so you’re not “following people around the internet,” you’re systematically turning prior intent into measurable revenue.
