Boost Search Advertising Performance with Remarketing Lists

Why are remarketing lists needed?

Remarketing lists are needed to set up search ads targeting users who have already visited your website.

By adding these users to a list, you can set new bids for them and choose which ads will be shown to them in Google Search.

Remarketing lists allow you to:

• Analyze the audience and set bids accordingly

The higher the priority of the list, the higher the bids should be.

• Use new keywords

For users who have already visited your site, you can use broader keywords. This allows you to expand your reach and increase campaign efficiency.

• Make ads more targeted

Users from each list can be shown ads relevant to their interests. For users in remarketing lists, you can set bids so that your ads appear at the top of search results.

Why is this important?

84% of clicks from mobile devices go to ads displayed in the first position in search results.

96% of website visitors leave without converting.

Users who have already visited the site and see the ad again convert twice as often as first-time visitors.

Your benefits:

By 53% on average the cost per conversion decreases for users from remarketing lists compared to conversions from all users targeted by the campaign.

By 10% increases the number of conversions for advertisers who create remarketing lists compared to those who do not.

How it works:

Details: types of remarketing lists

Remarketing lists for search ads and bidding

You can set the frequency of ad impressions depending on the user’s location, device, and time of day. Bid adjustments are set in percentages.

1. “Bid only” with a 40% adjustment

Who is it for? Advertisers limited in time.

How to set up? There are three main steps and two additional ones.

Advantages:

• Easy to set up: just slightly modify existing campaigns.
• Efficient use of time: no need to constantly adjust bids.
• Efficient use of budget: ads target the most valuable customers.

2. “Bid only” with a 0% adjustment

Who is it for? Advertisers who spend at least one hour a day optimizing AdWords campaigns.

How to set up?

1. Test remarketing lists for search ads with a 0% bid adjustment.
2. Increase bids for valuable user groups.
3. Bid more aggressively for these groups to ensure they see your ads.

Advantages

• Easy to set up: just slightly modify existing campaigns.
• No extra costs: CPC does not change. No separate budget is required.
• Ability to make informed decisions: you will receive detailed comparative reports on the actions of returning users versus new visitors. Based on this data, you can adjust bid modifiers.

How to calculate bid size

Step 1. Compare conversions from all site visitors with those from returning visitors.

Step 2. Apply the bid modifier formula:

There are three main steps and two additional ones.