This guide provides information on user lists and remarketing using the
UserLists resource in the Authorized Buyers API. You can also use other Google products or real-time bidder to build and target user lists.
If you're setting up a remarketing campaign and placing the remarketing tag on your site, you need to follow the Interest-Based Advertising Policy.
How do I participate in remarketing?
In order to participate in remarketing, you need to create at least one user list, which is simply a list of web visitors (cookie IDs) whom you would like to re-engage with a compelling message.
You can create user lists for any of your webpages. For example, you could create a user list for visitors to your homepage. When people visit that page, their cookie ID is added to the remarketing list.
An online shopper is looking for new running shoes, so they goes to
example.com to browse the different styles. However, the shopper leaves without completing a purchase.
Because the shopper is a valuable potential buyer,
example.com could add the shopper to a "Shopper" list. This will enable
example.com to deliver an ad to this shopper and the other potential buyers on that list with a call-to-action that will encourage them to return to the website to complete a purchase.
Broad versus narrow lists
Try to strike a balance between creating very detailed user lists and broader user lists. While detailed user lists let you further target your message, you'll get the most scale and volume with broader lists. Creating relevant and meaningful user lists is the primary key to success for remarketing.
If you have questions, consult with your account manager.