An incredibly frustrating thing we see way too much is a lack of auditing ad accounts where retargeting is not working.
We mean, sometimes you can make money with cold campaigns alone (it actually happened to a client of ours this year)but 97% of the time, retargeting doesn’t work because people don’t know how to make them work.
Before working with us, our client's retargeting campaigns were averaging a 4X ROAS. After we got our hands on them, ROAS soared to over 15X. And it had nothing to do with luck.
In particular, the audience that ended up the most profitable was “website visitors of the last 20 days”. This is a secret weapon that few of our fellow advertisers know about!
We set up a CBO campaign with that audience duplicated 4 times, and each Ad set with a different conversion window, so:
Ad set 1 - 1day 1click
Ad set 2 - 7 days 1click
Ad set 3 - 1 day click
Ad set 4 - 7 day click