wiki/knowledge/google-ads/aviary-display-remarketing-campaign.md · 611 words · 2026-04-05
A Display Remarketing campaign launched for [1] to re-engage the 680 website visitors who have not yet converted. This campaign runs alongside the new [2] following a full account review that identified $800 in spend with zero recorded conversions.
Campaign Overview
| Setting |
Value |
| Campaign Type |
Display – Remarketing |
| Status |
Active |
| Daily Budget |
$5/day (~$150/mo) |
| Bidding Strategy |
Maximize Clicks |
| Audience |
All website visitors (680–880 users) |
| Audience Exclusion |
Purchasers |
| Frequency Cap |
4 impressions per user per day |
Rationale
The account had accumulated meaningful traffic — roughly 680 unique visitors — but no conversion infrastructure to bring those visitors back. A remarketing campaign was the logical next step: the audience is warm, the cost is low, and the ads can appear across the Google Display Network (e.g., Weather Channel, news sites) while visitors browse elsewhere.
This approach also sidesteps the core conversion problem temporarily. Even without confirmed conversion tracking, re-engaging existing visitors is low-risk and keeps Aviary visible to prospects who already showed intent.
Setup Details
- Audience list: "All Users of Aviary AI Web" — built from existing Google Ads audience data; excludes any purchasers (none exist currently, but the exclusion is in place for hygiene).
- Bidding: Maximize Clicks to start. Will shift to a conversion-based strategy once [3] is confirmed working.
- Ad format: Responsive Display Ad using available image assets (Aviary logos, stock photography).
- Extensions: Site links, callouts, and structured snippets linked at campaign level.
- Frequency cap: Set to 4 impressions per ad per day to avoid ad fatigue on a small audience.
Image Asset Status
At launch, the account lacked usable display image assets. The following actions are in progress:
- Design team: Convert Aviary logos from Figma/Notion brand board into JPEG and PNG formats.
- Sebastian: Source 5–6 stock photos from iStock relevant to outbound voice AI — suggested themes include AI/modern tech imagery and banker/call center personas.
- Interim: The campaign agent downloaded and resized images from the Aviary website as a stopgap. Resolution may not be ideal but meets Google Ads minimums.
See [4] for current asset inventory.
Budget Context
The $5/day spend fits within Aviary's stated experimental ad budget of $1,000/month. Combined with the Brand Campaign ($3/day) and the existing Search campaigns (~$27/day), total daily spend is approximately $35/day (~$1,050/month), which is at the ceiling of the current budget.
Any expansion — such as a LinkedIn Ads campaign or a rebuilt Discovery campaign — will require client approval for additional budget. See [5].
Dependencies & Open Items
- [ ] Conversion tracking verification — Sebastian to book 3 test meetings and submit 3 test forms (at least one via an ad click) to confirm data appears in Google Ads and Google Analytics. Until this is confirmed, bidding cannot move to a performance-based strategy. See [6].
- [ ] Image assets — Design team to deliver logo files; Sebastian to source and upload iStock images. Campaign performance will improve materially once proper assets are in place.
- [ ] Landing pages — All ad traffic currently points to the Aviary homepage, which is not conversion-optimized. Dedicated landing pages are approved and in progress. Ad destination URLs should be updated as soon as pages are live.