Add remarketing lists to an ad group

Add remarketing lists as targeting methods to your ad groups so that your ads can show to people who have visited your website.

Add a remarketing list to a Display Network ad group

To use remarketing lists on the Display Network, add them to ad groups in your "Display Network only - Remarketing" (recommended) or "Display Network only - All features" campaigns. If you create a new remarketing campaign, you'll find an "All visitors" list created for you.

  1. Click the ad group to which you want to add a remarketing list.
  2. Click the Display Network tab.
  3. Click the + Targeting button.
  4. Select the "Add targeting" drop-down menu and choose "Interests & remarketing." Existing remarketing lists are displayed.
  5. Click the double arrows » next to each list you want to add to the ad group. Once you add a list, it's displayed in the "Selected" column.
  6. When you're done, click Close and Save.
Add a remarketing list to a Search Network ad group

To use remarketing lists for search ads, add them to ad groups in your "Search Network only - All features" or "Search Network with Display Select - All features" campaigns.

  1. Click the ad group to which you want to add a remarketing list.
  2. Click the Audiences tab.
  3. Click + Remarketing.
  4. Select the "Add targeting" drop-down menu and choose "Interests & remarketing." Existing remarketing lists are displayed.
  5. Click the double arrows » next to each list you want to add to the ad group. Once you add a list, it's displayed in the "Selected" column.
  6. When you're done, click Close and Save.

The following types of lists are only available on the Search Network:

  • Tag-based lists are lists based directly on the tags on your website.
  • Rule-based lists are lists based on rules about the URLs visited.
  • Combination lists are any combination of the two types of lists above.
More about remarketing lists

Multiple ad groups or campaigns can target the same remarketing list. If more than one of your ads targets the same remarketing list, each of those are eligible to show. If a visitor is on more than one of your remarketing lists, each of the ads included in the remarketing campaigns for those lists are eligible to show. In both cases, AdWords chooses the ad with the highest ad rank to compete in the ad auction.

Adding other targeting methods to your Display Network remarketing campaign might narrow your audience. For example, if you add Display keywords to an ad group in your remarketing campaign, and select the "Target and bid" setting for both remarketing and keywords, your ads can show only to people on your remarketing lists when they visit sites that match your keywords.

Copy remarketing lists to another ad group

Once you've set up remarketing lists for one ad group, you can copy and paste it to other ad groups.

To copy your remarketing lists:

  1. Select the checkboxes next to the remarketing lists you want to copy.
  2. From the Edit menu, select Copy.

To paste your copied remarketing lists:

  1. Click the Campaigns tab.
  2. Click the name of the campaign where you want to paste your remarketing lists.
  3. Select the checkboxes next to the ad groups where you want to paste your remarketing lists.
  4. From the Edit menu, select Paste.
Set bids strategically for different remarketing lists (advanced)

For a potentially higher return on investment or to increase your chances to show your ads to people who might be more likely to buy your products, set bids strategically for different remarketing lists.

Example

In your campaign targeting the Display Network, you could target your ads using keyword contextual targeting, set custom bids on keywords, and set bid adjustments for whenever the audience you've added matches. Then, your keywords would determine the sites on which your ad is eligible to appear as well as the custom (base) bid, and when a visitor to one of these sites matches any audiences you've added to the ad group, AdWords would use your bid adjustment.

  1. Click the Display Network tab.
  2. Click the Interests & remarketing tab.
  3. Locate the remarketing list where you want to set a different bid.
  4. Click the bid in the "Max. CPC" column next to the remarketing list you want.
  5. In the pop-up dialog that appears, type in your audience bid. Max. CPC column

Keep in mind: If you're running Conversion Optimizer, any audience bids you set won't apply because you've already set a target CPA for the entire ad group.