Remarketing lists for search ads provides yet another opportunity to optimize your search campaigns by letting you tailor your keyword bids and ad text for your highest value prospects – people who have visited your website in the past – when they’re searching for what you sell.
According to some benchmarks, just 2-4% of site visits result in a transaction. But a customer’s online path to purchase can involve several related commercial searches and site visits.
In standard search campaigns, your bids, ads and keywords are the same for every search and every searcher. But if you knew which searchers represented higher value prospects, you might want to bid higher, show on broader keywords or present different ads to these customers to improve your results.
Remarketing lists for search ads lets you do just that. You can use your existing remarketing lists to more effectively reach past site visitors so you can get more conversions and potentially better ROI.
source google
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