Remarketing: (Return Customer Base): For return customer base we have very a good

feature in Google Adwords which is called as Re-marketing. With the help of Adwords
Re-marketing we can create a good return customers base as you mentioned in your
requirements.

In Adwords We'll setup these type Re-marketing campaigns to improve the Return
Customer Base:

-Standard remarketing: Show ads to our past visitors as they browse Display Network
websites and use Display Network apps.

-RLSA (Remarketing lists for search ads): Show ads to our past visitors as they do
follow-up searches for what they need on Google, after leaving our website.

-Video remarketing: Show ads to people who have interacted with our videos or
YouTube channel as they use YouTube and browse Display Network videos, websites,
and apps.

Remarketing list strategies:-

1. Reach all your website visitors

2. Showcase different product categories

3. Appeal to visitors who didn't convert

4. Use all ad formats and sizes to reach your audience

5. Use the Ad gallery to create display ads more easily

6. Broaden your location and language targeting

7. Schedule ads for when your visitors are likely to see them

8. Ads delivery so visitors see your ads sooner after coming to your site

The most basic way to remarket is to reach an audience that has visited your website or
used your app. The recommended approach is to use the “Google Ads optimized list,”
which helps you reach website visitors, app users, and other audience sources.
Use bid strategies that optimize conversions: Smart bidding strategies Enhanced CPC
(cost-per-click) will automatically adjust your manual bids for clicks that seem more or
less likely to lead to a sale or conversion on your website.

Note: This option is recommended when you have few conversions; otherwise use
Target CPA or Target ROAS bidding.

If you've created remarketing lists with various membership durations, you can use bid
management to your advantage.

Use responsive ads: Responsive ads can automatically adjust their size, appearance, and
format to fit just about any available ad space, whether that’s a banner ad on one
website or dynamic text on another. These ads save you time and ensure that the best
ad format shows across different ad spaces.