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Now that you have Remarketing audiences and ads down to a science, let's turn our attention to bid management strategies. Remember, in PPC marketing, you have to pay for each click. The advertiser specifies a maximum cost per click that they're willing to pay, but the key here is not to buy every possible click. Rather, you want to be super picky and just cherry-pick the clicks that are the most relevant to your business. The way to do this is through bid management. The Key to Effective Bid Management: Target Your Buyer Persona:- It doesn't make any sense to remarket ads to everyone in your audience. Why? Because not everyone who visits your website is a qualified buyer. In AdWords, you can overlay user demographic information on top of your remarketing audiences to find the needles in the haystack. For example, someone from Zimbabwe could visit your site but they can't convert if you can't ship there. Here's when it comes in handy to know a thing or two about your target customer persona. You can be very picky, and just bid for the people in your audience who also meet your demographic filters. READ MORE

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