I think it’s clear that the hot concept of the year has been that audiences are more important than keywords. While people have differing opinions here, it’s important to note that audiences should form a part of any successful AdWords strategy (even if you think keywords are still more important).
With this in mind, I thought it would be good to share common issues people find when setting up audiences.
Why You Might Use Audiences
1. Display Network Remarketing
This is the more traditional form of remarketing and is the kind that follows users around the Google Display Network either with static advertisements or with dynamic ads showing products that have been viewed on the website.
Criteria for audience lists: You can start using one of these audience lists once you’ve gathered up 100 members and can utilize lists based on the last 540 days.
2. Remarketing Lists For Search Ads (RLSAs)
Not everyone cottons to this form of remarketing, as it’s less obvious. This