The remarketing list is created by having the visitor download a pixel by visiting a specific page or pages on your website. A remarketing list is where you segment your traffic into different cohorts. For instance, you could segment your audience into four different categories:
A defined audience allows you to target or exclude your desired marketing strategy. Below are some examples of strategies you can take with your targeted audience.
Goal Audience Action
To only reach new customers Existing customers Exclude existing customers from keyword bidding
To increase frequency with users engaged Visitors who didn't purchase Target audience with more generic keywords
To ensure loyalty of frequent/existing customers Customers Target audience with competitive terms
There are two basic strategies for RLSA:
First, create a remarketing list and add a snippet of code you obtain from AdWords to your site. This code will tell AdWords to add every site visitor to your list. For example, when people visit your homepage or a product page, the cookies associated with their browser will add this visitor to the remarketing list. Keep in mind that your new remarketing tag can be used on every page on your site.
Once the remarketing tag is added, you can add the remarketing list to an ad group which will be the tailored audience you are targeting depending on keywords, bids, and ads. If you are showing an ad to a specific remarketing list, that ad will not be shown to others who are not part of that list.
People looking for tennis rackets visit a sports apparel website to check out brands and styles. The site can add these shoppers to a "tennis racket category" list, and the next time the visitor searches for tennis rackets, the site can bid more on these visitors or show them different ads.