Remarketing lists for search ads

Any data about your customers or visitors that is used in remarketing lists for search ads can’t come from, or be shared with, third-parties.

This policy only applies to advertisers using remarketing lists for search ads (RLSA). If you are an advertiser using RLSA, this policy applies in addition to the requirements described in the Personalized advertising policy. If you’re managing campaigns on behalf of clients using RLSA, then this policy applies to you in addition to the Google third-party policy. If you use remarketing lists for Shopping campaigns, refer to the Shopping remarketing lists article for more information on how to manage your lists.

Data collection

You can collect data from customers, site visitors, and app users during their interactions with your products and services. The data must be collected from your websites, apps, physical stores, or other situations when people directly interact with your products and services. This type of data is known as first-party data. Information that you purchase about your customers and visitors, or otherwise obtain indirectly from others, is known as third-party data. When creating remarketing lists for use with RLSA, only data collected in a first-party context can be used. When using RLSA, you can’t use remarketing lists created using third-party data.

Manager account list sharing

The data collection policies above apply to manager account remarketing list sharing. If you own a remarketing list in your manager account, or a client account shares their remarketing list with your manager account, you can share this list across other managed accounts only if visitors will understand that any customized ads they see have resulted from a website they’ve previously visited.

Examples of what's not allowed

Here are some examples of RLSA practices that we don't allow:

Not allowed Placing your remarketing tags on websites or apps not owned and operated by you, or allowing other websites to put their remarketing tags on your website or app, for the purpose of creating remarketing lists for RLSA

Example: You operate a website that sells baby clothes. An unaffiliated website that sells baby strollers wants to put their remarketing tag on your website so that they can build a remarketing list of people buying baby products.

Not allowed Sharing your remarketing lists with other advertisers, or accessing remarketing lists of another advertiser, for use with RLSA

Example: You operate a baby clothes website and share your remarketing lists of visitors looking for baby clothes with an unaffiliated advertiser that sells baby strollers.

Example: You create a display image ad that contains your remarketing tag. The resulting remarketing list is based on visitors to a website other than your own.

Example: You send a marketing email to people who provided you their email address to join your marketing list. The email includes your remarketing tag.

Note: Viewing a marketing email or an advertisement for your business does not constitute direct interaction with your products and services.

Not allowed Using third-party data to determine when your remarketing tag can add visitors to your remarketing list

Example: You sell cruise packages. You use third-party data to determine which visitors are from households with children and then configure your remarketing tags to serve only households with children.

Not allowed Using data from one managed client to create a remarketing list for another client

Example: A manager account has two managed accounts: one account for an auto loan website, and the other for an auto dealership website. The sites belong to separate companies. The manager account shares lists from the auto loan website to the auto dealership website.

What happens if you violate our policies

Compliance review: We may review your business for compliance with the RLSA policy at any time. If we contact you to request information related to compliance, you're required to respond in a timely manner and swiftly take any corrective action needed to comply with our policies. If you’re a manager account, we may also contact your managed accounts to verify compliance.

Notification of non-compliance: If we believe that you're violating RLSA policy, we'll contact you to request corrective action. If you fail to make the requested corrections within the time period given, you may be denied the ability to use remarketing lists for search ads, or your access to your Google AdWords accounts may be suspended. In cases of serious or repeated violations, your account may be suspended immediately and without notification.

Ineligible remarketing lists: We may designate remarketing lists that violate our policies as ineligible for use on Google Search. This will not affect your remarketing campaigns on the Google Display Network.

Domain disabling: We may suspend websites that violate the RLSA policy. This means that the website can no longer use AdWords remarketing or other personalized advertising features until the problem is fixed.

Account suspension: An account may be suspended if it has repeated violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from that account. Any related accounts may also be permanently suspended and new accounts may be automatically suspended at setup. Learn more about suspended accounts.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support
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