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Use AdWords Editor to set up remarketing campaigns

You can use AdWords Editor to add remarketing lists for search ads to your campaigns. This article explains how to set up your remarketing campaigns in AdWords Editor.

Before you begin

Remarketing lists for search ads are only available for the following campaign types:

  • "Search Network only - All features"
  • "Search Network only - Dynamic Search Ads”

Instructions

Add remarketing lists to campaigns

  1. Select the campaign where you want to add audiences from the account tree.
  2. Click Keywords and targeting in the type list and select Audiences.
  3. Click Add audience and select Campaign audience.
  4. Select the audience you want to add and click OK.
  5. At the bottom of the edit panel, click Edit campaign flexible reach.  
  6. In the “Interests and remarketing” section, select Target and bid or Bid only.
Note
When you create a new Search Network or Shopping campaign, the default setting in the “Interests and remarketing” section is set to “Bid only.” 

Add remarketing lists to ad groups

  1. Add the remarketing lists to your ad groups by clicking Add audience from the Audiences sub-tab under the Keywords and targeting tab. You can apply multiple remarketing lists to multiple ad groups in one flow. To see all the available ad groups, make sure you’re viewing your entire account in the tree view. Lists are initially added to ad groups with a +0% bid adjustment, which can be changed by following the instructions below.
  2. Step 2 (important): If you're adding remarketing lists to your main search campaign that already uses keyword targeting, set the “Interests and remarketing” targeting setting to "Bid only." The targeting setting is available from the Ad groups tab, in the “Flexible reach” edit panel. You can change the targeting setting for multiple ad groups at once by selecting the ad groups in the data view. 
  3. When you set the targeting to "Bid only," AdWords can show ads to all users based on your keywords and applies bid adjustments you've set for your remarketing list.
  4. If you're setting up a duplicate campaign for remarketing lists for search ads, set the targeting to "Target and bid." With this setting, AdWords can show ads in this campaign only to website visitors on your remarketing list.
    Note
    When you create a new ad group for a Search Network or Shopping campaign, the default setting in the “Interests and remarketing” section is set to “Bid only.” The default for placements, topics, gender, age, and parental status is set to “Target and bid.”
  5. Post your changes and monitor your remarketing lists’ performance compared to the rest of your account’s performance.
  6. (Optional): After reviewing your remarketing list performance, you might want to modify bid adjustments to match your target ROI. You can use AdWords Editor to adjust remarketing list bid modifiers in several ways:
    1. Within AdWords Editor: First, select the remarketing list bid modifiers that you want to adjust, or your whole account in the tree view. Next, select the Audiences sub-tab under the Keywords and targeting tab. You can sort and filter to find the lists whose bids you want to modify and then select all the lists that will share the same bid adjustment. Enter the new bid adjustment (+50% should be entered as 50) and post your changes.
    2. Copy adjustments: AdWords Editor lets you export your list settings, make changes in programs such as Google Sheets, and then copy and paste your changes into AdWords Editor. First, go to the relevant campaigns or your whole account in the tree view and select the Audiences sub-tab under the Keywords and targeting tab. To export your list settings, use the toolbar to select Account > Export > Export current view and save the file. You can use a spreadsheet application, such as Google Sheets, to modify list bid adjustments. Copy all of your changes including the “Campaign,” “Ad Group,” and “Bid Modifier” columns. Paste and apply the changes within AdWords Editor by clicking Make multiple changes from the Audiences sub-tab under the Keywords and targeting tab.
    3. Import adjustments: You can also export your list settings, make changes in programs such as Google Sheets, and then import and apply those changes. First, go to the relevant campaigns or your whole account in the tree view and select the Audiences sub-tab under the Keywords and targeting tab. To export your list settings, use the toolbar to select Account > Export > Export current view and save the file. You can use a spreadsheet application to modify list bid adjustments . Save all of your changes including the “Campaign,” “Ad Group,” and “Bid Modifier” columns as a CSV file. Import and apply your changes in AdWords Editor by using the toolbar to select Account > Import > From file and import your file. 
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