So a site that sells guitars can create a remarketing list for a certain brand of guitar by making a list based on any URL that contains that brand keyword. There are lots of cool things you can do with this.
To take this a step further you can create audience lists based on cart, product detail page, and category page. Then make a custom combination so that your bid increases a little if they have been to your site before, or increase it more if the person has not only been to your site before but has been to a product detail page or added something to cart before.
To go a step further still, you can use import remarketing lists made of audience segments from Google Analytics. Here are a few ideas:
- Make a list consisting of visits with 10+ page views or a count of visits greater than 2 so you can bid highest for visitors who have shown a high level of purchase intent
- Visitors who came through your adwords brand keyword campaign initially can be served an ad that will take them to a page other than the homepage
- Exclude visitors who bounced. If they didn’t show interest the first time don’t serve them an ad again
- Use local ad text referring the city or state they live in using the city and metro data in Google Analytics
- Use Days Since Last Visit to bid up on those visitors who have lapsed
- Show different adtext to new visitors vs returning visitors using the visitor type segment
- Exclude return visitors from seeing your ads if they search on your brand terms. If they already know about you don’t bother paying for a click to have them when they return
Really, there are an infinite amount of ways to make your paid search campaigns efficient by combining audience lists to search ads.