Remarketing Lists for Search Ads have always had an important role in the optimization process ever since their release in 2012. Every PPC manager worth his salt, has spent many an hour playing around with list definitions and using them as a bid modifiers.
As marketers, those lists make our lives a whole lot easier. Not only are they a powerful opportunity for segmenting, they also provide a rare optimization element whose borders we can define and refine to our heart’s content. We can add, exclude or create combinations of lists focused on specific behaviors and use them for our ads as long as the number of the users in the lists reach 1000 for 30 days (with a few policy limits).