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 DS use a bid strategy's goal to set or recommend the adjustment based on the historical performance of all the remarketing targets in an ad group.
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.
A remarketing list that is applied to a campaign is also a remarketing target that can be used to target or exclude ads (negative remarketing). The goal of a DS bid strategy isn't used to set or recommend bid adjustments for campaign remarketing targets. DS can use a bid strategy goal to set ad group remarketing target bid adjustments to optimize conversions.
A remarketing target that excludes members of a remarketing list from receiving ads is not included in bid strategy calculations because bidding for negative remarketing targets doesn't occur.
Bid strategy conversion sources and remarketing target reporting
DoubleClick Search can adjust bids for AdWords remarketing targets to maximize either Floodlight conversions or Google Analytics conversions. However, DS can't attribute Google Analytics conversions to AdWords remarketing targets. (When you report on remarketing targets, you can't add columns from Google Analytics.) Google Analytics conversions are still counted, but they appear in reports at the keyword, ad, ad group, or campaign level or higher.