A remarketing list, or audience, is built from people who did something specific, such as visiting a pricing page, starting a trial or abandoning a signup. You then show tailored ads to that group or exclude it from other campaigns.
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Useful lists
- Pricing page visitors who did not sign up
- Trial users who haven't activated
- Customers, to exclude from acquisition ads
- Readers of a key guide, to nurture
Privacy and consent
Building lists depends on tracking consent. Follow the rules where your visitors are, and keep your privacy notice accurate.
Common mistakes
Never excluding customers
Paying to advertise to people who already bought is wasted spend.
Frequently Asked Questions
Platforms set minimum list sizes before you can target. Check the current requirements for each.
Keep reading
- Retargeting: Retargeting shows ads to people who have already visited your site, used your product or engaged with your content, to bring them back to convert.
- Customer Match: Customer Match lets you upload hashed customer or lead contact data to an ad platform to target, exclude or model audiences from people you already know.
- Lookalike Audiences: Lookalike audiences are ad audiences a platform builds by finding people who resemble a seed list you provide, such as your customers or best leads.
- Cookie consent: Cookie consent is a visitor's permission for a site to store non-essential cookies, usually collected with a banner run by a consent management platform.
- Ad copy testing: Ad copy testing compares different headlines, descriptions and offers to learn which message performs best.
- Ad Fatigue: Ad fatigue is the drop in performance when the same audience sees the same ad too often: clicks and conversions fall while costs per result rise.
- Ad Rank: Ad Rank is the value Google Ads calculates in each auction to decide whether your ad shows, in what position, and what you pay per click.
- Bid strategy: A bid strategy is the rule an ad platform uses to set what you pay per click or conversion.
