Remarketing is a tactic which helps to maximize the conversation, display ads to users who have visited the site/content in the past. Google has announced a beta version that helps to get benefits from remarketing. At first you need to create remarketing lists as you want to display.

The main advantages of new beta program:

Maximizing relevant ad copy. When you know that user has been looking for some products on your site, try to use that information to offer similar products you have.

Value of the customer and associated click value. Users who know your brand apparently more likely buy something on your site. Try to increase CPC on known customers.

Landing Page Selection. It is very important to choose the right landing page. And when you know what page/product user has visited on your site, you can increase your conversation by changing your landing page to the one that interesting to user.

Source: searchenginewatch.com