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Brad Geddes: If you can’t control your ads, you may no longer be reaching your customers — you might be driving them away. The biggest culprit is remarketing ads. While remarketing ads are fantastic when used correctly, they can be harmful to your brand if not controlled. If you are buying CPM from someone besides Google, make sure to set frequency cap. If you don’t, you could buy 1,000 impressions and reach a total of one person, which then becomes your enemy for life and beyond.
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