Add website remarketing lists to ad groups

Add remarketing lists to your ad groups so that your ads show to people who have visited your website. This article shows you how to add remarketing lists to ad groups.

Instructions

To add remarketing lists to your ad groups, follow these steps:

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Add a remarketing list to a Display Network ad group

To use remarketing lists on the Display Network, add them to ad groups in your "Display Network only – Remarketing" (recommended) or "Display Network only – All features" campaigns. If you create a new remarketing campaign, you'll find an "All visitors" list created for you.

  1. Sign in to your AdWords account.
  2. Click on the ad group to which you want to add a remarketing list.
  3. Click on the Display Network tab.
  4. Click on + Targeting.
  5. Click on the Add targeting drop-down menu and select Interests & remarketing.
  6. Click on the Select category drop-down menu and select Remarketing lists. Existing remarketing lists are displayed.
  7. Click on the double arrows » next to each list that you want to add to the ad group. Once you have added a list, it shows in the "Selected" column.
  8. When you've finished, click on Close and Save.

Add a remarketing list to a Search Network ad group

To use remarketing lists for search ads, add remarketing lists to ad groups as targeting for your Search Network campaigns.

  1. Sign in to your AdWords account.
  2. Click on the ad group to which you want to add a remarketing list.
  3. Click on the Audiences tab.
  4. Click on + Targeting.
  5. Click on the Add targeting drop-down menu and select Interests & remarketing.
  6. Click on the Select category drop-down menu and select Remarketing lists. Existing remarketing lists are displayed.
  7. Click on the double arrows » next to each list that you want to add to the ad group. Once you have added a list, it shows in the "Selected" column.
  8. When you've finished, click on Close and Save.

Only these types of lists can be used on the Search Network.

  • Tag-based lists are lists based directly on the tags on your website.
  • Rule-based lists are lists based on rules about the URLs visited.
  • Combination lists are any combination of the two types of lists above.

Copy remarketing lists to another ad group

Once you've set up remarketing lists for one ad group, you can copy and paste them to other ad groups.

To copy your remarketing lists:

  1. Tick the boxes next to the remarketing lists that you want to copy.
  2. Click on the Edit drop-down menu, and select Copy.

To paste your copied remarketing lists:

  1. Click on the Campaigns tab.
  2. Choose a campaign.
  3. Tick the boxes next to the ad groups where you want to paste your remarketing lists.
  4. Click on the Edit drop-down menu, and select Paste.

More about remarketing lists

Multiple ad groups or campaigns can target the same remarketing list. If more than one of your ads targets the same remarketing list, then each ad is eligible to show. If a visitor is on more than one of your remarketing lists, then ads in remarketing campaigns for those lists are eligible to show. In both cases, Google Ads chooses the ad with the highest ad rank to compete in the ad auction.

Adding other targeting methods to your Display Network remarketing campaign might narrow your audience. For example, if you add Display keywords to an ad group in your remarketing campaign, and select the "Target and bid" setting for both remarketing lists and keywords, then your ads can only show to people on your remarketing list when they visit websites that match your keywords. If you select the "Bid only" setting for remarketing lists and the "Target and bid" setting for keywords, then your ads can show to people when they visit websites that match your keywords. If people visiting those websites are on your remarketing list, then your remarketing list bid applies.

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