1) Tracking foundations
Confirm measurement is live before building audiences.
- Google Ads (or GA4) tag / pixel installed and firing required.
Source: tracking prerequisite in the checklist. :contentReference[oaicite:2]{index=2}
2) Audience segments (build across 30/90/180 days)
| Segment | Timeframe | Description |
|---|---|---|
| All website visitors | 30, 90, 180 days | Anyone that has visited your website. |
| Pricing / demo / trial / case-study bouncers | 30 days | Viewed high-intent pages and left. |
| All YouTube video viewers | 30, 90, 180 days | Anyone that watched 50–100% of your videos. |
| All YouTube subscribers | 30, 90, 180 days | Anyone subscribed to your channel. |
Build all cohorts for coverage and testing. :contentReference[oaicite:3]{index=3}
3) Exclusions (apply account-wide)
| Exclusion | Description |
|---|---|
| Age ranges < 25 | Exclude users under 25 if not in your ICP. |
| All thank-you page visits | Exclude users who already submitted a form. |
| Existing customers | Exclude current customers/contacts. |
| Music channels | Exclude YouTube music inventory. |
| Kids channels | Exclude children’s channels. |
| Foreign-language channels | Exclude channels outside your language. |
Keeps budget focused on net-new, relevant users. :contentReference[oaicite:4]{index=4}
4) Creative set (map assets to cohorts)
| Asset theme | Timeframe | Description |
|---|---|---|
| Product marketing | 30, 90 days | Show capabilities and outcomes. |
| Thought leadership | 90, 180 days | Teach and build authority. |
| Social proof | 30, 90 days | Results, testimonials, case studies. |
| Offers | 30, 90 days | Demo, trial, or other conversion offer. |
Pair fresher cohorts with harder CTAs; older cohorts with value content. :contentReference[oaicite:5]{index=5}
5) Campaign setup
- Disable Targeting expansion to keep cohorts pure. important
- Name patterns for clarity:
{Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}{Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}{Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}{Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}
- Create all applicable remarketing campaigns before launch.
Keeps reporting tidy and aligned to intent & recency. :contentReference[oaicite:6]{index=6}