Use AdWords remarketing lists in DoubleClick Search
About AdWords remarketing targets in a DS bid strategy
When you apply a remarketing list for search ads (RLSA) to an AdWords ad group, it becomes a remarketing target that enables you to display relevant ads to customers who have previously visited your site. To reach these customers, you can set a bid adjustment, ranging from -90% to +900%, relative to the keyword bids for the ad group.
Rather than setting the bid adjustment for a remarketing target, you can let a DS bid strategy set or recommend the adjustment based on the historical performance of all the remarketing targets in an ad group. The bid strategy adapts the remarketing target bid adjustment to achieve your conversion or revenue goals.
ROI bid strategies optimize remarketing target bid adjustments
DS bid strategies with a conversion, revenue, or advanced targeting goal can optimize bid adjustments for remarketing targets when applied to a portfolio of campaigns and ad groups. As with all bid strategies, DS looks at the performance of all the biddable items and remarketing targets in the strategy to optimize to the selected goal. Then, DS applies or recommends a remarketing target bid adjustment.