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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

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. 

A DS bid strategy can access historical performance (conversion stats) from your AdWords remarketing targets in DS only if auto-tagging is enabled for your AdWords accounts. DS receives conversion stats from the day auto-tagging is enabled. If auto-tagging was enabled before you applied the remarketing list in DS, DS can use the past 90 days of conversion stats.

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, used for negative remarketing. That is, applied at the campaign level, a remarketing list excludes members of the list from receiving ads. Bidding for negative remarketing targets does not occur and these items are not included in bid strategy calculations.
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