Google AdWords interest-based advertising allows advertisers to target an audience of users either using remarketing tags or by choosing an interest category, also known as Interest category marketing (ICM).
Follow these steps to track conversions for Adwords interest-based advertising in DoubleClick Search.
Select the Google AdWords account within DoubleClick Search that corresponds to the account where you plan to implement the audience targeting.
If necessary, create a separate ad group for each audience (remarketing list/interest category) in DoubleClick Search.
For the audience ad group, create a placeholder keyword for each audience.
You should name each placeholder keyword as the name of the audience it represents, and traffic these placeholder keywords with a status of Paused (e.g. Audience: audience name).Within DoubleClick Search, navigate to the Keywords tab for the Audience ad group.
Use the Columns button to add the clickserver URL column to the view in DoubleClick Search.
Download the clickserver URLs using the Download button with columns set to Currently visible in table and Include Types: Keywords.
In AdWords, create the remarketing lists or interest categories required for the campaign and use the DoubleClick Search clickserver URL generated from the corresponding placeholder keyword from your upload file as the destination URL.
To add a destination URL to an audience in Adwords, you must first create the audience and then add the Destination URL column from the Columns menu (Audiences > Columns > Attributes> Dest URL add). You can then add the clickserve link in the Dest URL field by clicking on the pencil symbol.