Most people leave. That is normal.

Showing ads to people who have already visited your website, across Google Search, Display and YouTube. Because the audience already knows you, it usually produces the cheapest conversions in an account — and it is frequently the campaign a business has not set up at all.

Match it to your sales cycle. Thirty days is reasonable for a straightforward purchase; three to six months suits considered decisions like property or software. Following someone for a year produces irritation rather than sales.

Enough to be remembered, not enough to be resented — for most businesses a small number of impressions per day with a weekly cap. Frequency capping is a real performance setting, not a courtesy, because impressions past the useful point are simply wasted.

No. Google restricts remarketing for sensitive categories including some health, financial and personal circumstances. Beyond policy, there is a judgement question: remarketing a medical service to somebody who read about a condition is legally arguable and reputationally poor.

There are minimum audience sizes before campaigns will serve, which vary by network. Very low-traffic sites may not reach them for narrow segments. In that case start with a single broader audience and segment as traffic grows.

Always. Mixed into overall figures, remarketing’s low cost per conversion flatters the entire account and hides whether your prospecting is working. Separating them is the only way to know which half of your advertising is actually finding new customers.