About display remarketing from search

DoubleClick Search (DS), AdWords display campaigns, and DoubleClick Bid Manager can work together to target display ads to audiences who have clicked on your paid search ads. This display remarketing from search helps you re-engage customers who have expressed an interest in your product or service by showing them relevant display ads on the Google Display Network (GDN) or across ad exchanges via DoubleClick Bid Manager.

How it works

  1. You set up DS to add cookie IDs to a remarketing list when users click search ads that you specify.

    Note the following:

    • DS adds the cookie ID to its list when a user clicks search ads. These users may or may not convert on your site after clicking the ad.

    • The cookie IDs in the list are random and non-identifiable, so they can't be used to track or share any personally identifiable information.

  2. You share the list with specific AdWords accounts and Bid Manager.

  3. You set up AdWords and Bid Manager to do any of the following with the list:
    • Target relevant display ads to the users in the remarketing list. Because the users in the remarketing list have shown interest by clicking on the paid search ad managed by DS, re-targeting them via display channels can lead to increased CTR and conversion rates.
    • Exclude users in the remarketing list from seeing your display ads.
    • Use the DS list in combination with lists collected by AdWords or Bid Manager to customize targeting.

      For example, a user left a pair of shoes in the shopping cart, but did not check out. If Bid Manager or AdWords has a remarketing list of users who have added items to the shopping cart, you can use Bid Manager or AdWords custom targeting to target display ads only to users who are on both the DS remarketing list and the shopping cart list.
  4. View reports in AdWords or Bid Manager to measure the effect of your remarketing.

Benefits of DS display remarketing from search

Display remarketing from search helps you capture new opportunities at the right time thanks to DS’s native integration with the DoubleClick Digital Marketing (DDM) platform. DDM seamlessly integrates our search, demand-side platform, and core ad server—all tied to Floodlight, DoubleClick’s universal conversion tag. This integration offers:

  • Strong search signals: As paid search has proven to be a strong indicator of user intent, the ability to reach audiences who have identified their intentions via paid search clicks becomes a gateway to even more display opportunities.

  • Easy workflow: While remarketing is a powerful tool to enhance the impact of digital marketing, it can often be challenging to implement. DS’s display remarketing offering makes this easy:
    • Tagless. Setting up display remarketing from search ads is as simple as using intuitive filtering and labels in DS. There’s no need to use different tags per list, or tag every single page on which you wish to tag actions.

      When users click the search ads you specify, their cookie IDs are added to the DS remarketing list. If you share that list with AdWords or DoubleClick Bid Manager, you'll automatically see the list in AdWords or DBM once the list contains enough cookies.
    • Leverage cross-engine signals. Reach interested users who have clicked on DS-managed search ads across Google, Bing, and other engines, and re-engage them via display channels to help increase CTR and conversion rate.
    • Integrated. You’ll be able to seamlessly use search insights from DS to display products that are part of the DDM platform.
  • Data you can trust: For remarketing, the integrity of the data is critical. DS’s integration with DDM enables you to get a holistic view of your customers, across your different interactions with them through different channels.

Ready to get started?

  1. View the best practices for setting up display remarketing in DS.
  2. Set up your remarketing list in DS:
    1. Label your relevant campaigns, ad groups, or other items.

    2. Add the labels to a remarketing list.
      When users click ads in the labeled campaigns or ad groups, DS adds the cookie IDs to the remarketing list.

    3. Select the display advertisers where you’ll want the remarketing list to be used.
      DS will share the list with the advertisers you select.

  3. In AdWords and Bid Manager:
    1. Use the remarketing lists to target or exclude advertising.

    2. Report on your remarketing lists.

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