--- title: Cordwainer Remarketing Campaign Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-18-weekly-call-inventory-performance-marketing-130927254.md tags: - remarketing - google-ads - cordwainer - display-advertising - paid-search - audience-management layer: 2 client_source: null industry_context: null transferable: true --- # Cordwainer Remarketing Campaign Strategy ## Overview During the [[wiki/meetings/2026-03-18-weekly-call-inventory-performance-marketing|2026-03-18 Weekly Call]], an AI-powered Google Ads audit agent was run live against the Cordwainer account. As part of a broader set of structural fixes, remarketing audiences were created and attached to all active campaigns. This article documents the remarketing setup, current status, outstanding requirements, and launch criteria. ## Background Prior to the audit, Cordwainer had no remarketing audiences configured. The account had several structural problems — including a mismatched bidding strategy (`Target ROAS` on a lead-gen account with no conversion values) and no negative keywords — that were resolved in the same session. Remarketing was identified as a high-value addition given the account's lead-generation focus and the relatively small monthly budget (~$1,490/month Google, within a $2k/month total Google + Meta envelope). See [[wiki/knowledge/google-ads/google-ads-account-audit-framework|Google Ads Account Audit Framework]] for the full set of issues found and fixed in this session. ## Remarketing Audiences ### What Was Created The AI agent created remarketing audiences and attached them to all active Cordwainer campaigns during the audit session. These are standard website visitor audiences built from Google Ads tags / Google Analytics data. ### Current Status: Audience Population Lag **Audiences are newly created and not yet populated.** Google requires a minimum audience size before remarketing ads can serve. Until that threshold is reached, remarketing campaigns cannot go live. > "Remarketing audiences are newly created and need time to populate before ads can run." **Action required:** Monitor audience size in Google Ads → Audience Manager on a regular cadence. Do not attempt to launch remarketing ads until lists have reached a serviceable size. **Owner:** Gilbert Barrongo ## Display Creative Requirements Remarketing campaigns require display image assets. These have not yet been produced. **Action required:** Karly Oykhman to task the design team with creating display images for the Cordwainer remarketing campaign. ### Recommended Display Ad Sizes Standard Google Display Network sizes to cover: | Format | Dimensions | |---|---| | Leaderboard | 728 × 90 | | Medium Rectangle | 300 × 250 | | Large Rectangle | 336 × 280 | | Half Page | 300 × 600 | | Large Mobile Banner | 320 × 100 | | Billboard | 970 × 250 | Responsive display ads (using headline, description, logo, and image assets) are an acceptable alternative if static sizes are not feasible in the short term. ## Launch Criteria Do not launch remarketing ads until **all three** of the following are true: 1. **Audiences are populated** — Audience Manager shows lists above Google's minimum threshold (typically 100 users for Display, 1,000 for Search). 2. **Display creatives are ready** — Design team has delivered approved image assets. 3. **Maximize Conversions is stable** — The primary campaigns have been running on `Maximize Conversions` for 2–3 weeks with observable conversion data. Launching remarketing before the base campaigns are stable adds noise to the learning period. ## Integration with Broader Campaign Structure The remarketing audiences were attached to all campaigns as part of the same audit session that made the following changes: - **Bidding:** Switched from `Target ROAS` to `Maximize Conversions` across campaigns - **Negative keywords:** Added 16 competitor terms and 5 brand terms - **Brand campaign:** Created a new exact-match brand campaign - **Conversion values:** Assigned monetary values to key actions (e.g., Form Submit: $100) to enable value-based bidding - **Budget:** Aligned to ~$1,490/month Google spend Remarketing should be treated as a complementary layer on top of this restructured base, not a standalone initiative. ## Known Constraints - **Legacy Smart Campaign conversions:** Six conversions from legacy Smart Campaigns are locked as "Primary" by Google and cannot be changed via the API or UI. This limits the cleanliness of conversion optimization but does not block remarketing. - **Landing page quality:** Traffic is currently being sent to the generic homepage, which has poor quality scores. A dedicated landing page is in progress (Sebastian to build). Remarketing creative and landing page messaging should be aligned when both are ready. - **Call tracking:** Call tracking for Cordwainer is not yet implemented. Karly is researching solutions. Phone call conversions should be incorporated into the conversion setup before or alongside remarketing launch. ## Open Action Items | Action | Owner | Status | |---|---|---| | Monitor remarketing audience growth in Google Ads Audience Manager | Gilbert Barrongo | Ongoing | | Launch remarketing ads once audience lists are large enough | Gilbert Barrongo | Blocked — awaiting audience population | | Task design team with creating display image assets | Karly Oykhman | Open | | Confirm landing page owner; coordinate with Sebastian | Karly Oykhman | Open | | Implement call tracking for Cordwainer | Karly Oykhman | Open | | Monitor Maximize Conversions performance for 2–3 weeks; pause homepage campaign if no improvement | Gilbert Barrongo | Ongoing | ## Related Articles - [[wiki/clients/cordwainer/_index|Cordwainer Client Overview]] - [[wiki/knowledge/google-ads/google-ads-account-audit-framework|Google Ads Account Audit Framework]] - [[wiki/knowledge/google-ads/bidding-strategy-selection|Bidding Strategy Selection]] - [[wiki/knowledge/google-ads/conversion-tracking-setup|Conversion Tracking Setup]] - [[wiki/meetings/2026-03-18-weekly-call-inventory-performance-marketing|2026-03-18 Weekly Call — Inventory & Performance Marketing]]