Use Google Ads remarketing lists in Search Ads 360

Apply Google Ads remarketing lists using bulksheets

You can use bulksheets to do the following:

Within a Google Ads campaign, remarketing lists can be applied only to a campaign or only to ad groups. 

You can't use bulksheets to:

  • Create campaign and ad group remarketing targets in the same bulksheet

 

Where did you create the remarketing list?

If the remarketing list was created in Google Ads, sync the engine changes in Search Ads 360 or schedule engine changes to sync to display the Google Ads remarketing lists in Search Ads 360.

If you created the remarketing list in Search Ads 360, sync isn't required. The list is trafficked to Google Ads.

Use a bulksheet to create campaign-level remarketing targets

  1. Download an editable bulksheet that contains the Google Ads campaigns that you want to update.

    1. Navigate to a Google Ads account.

    2. Click the Campaigns tab.

    3. Optionally use a filter to display only the campaigns that you want. 

    4. Click the download icon Download icon, which appears above the reporting table and make the following selections in the download panel. Note that some options are selected by default.
      • Scope: Current selection in table or Current scope
      • Columns: Editable columns (for re-upload)
      • Include types:
        • Campaigns
        • Campaign remarketing lists
        • Negative campaign remarketing lists
        • Negative ad group remarketing lists (optional)
          You might want to select Negative ad group remarketing lists if you want to exclude the remarketing list members from some targeting.
      • Filters: Include rows with no impressions
    5. Click Download.
  2. In the downloaded bulksheet, enter information in the applicable columns in the campaign remarketing list and campaign rows to specify remarketing target settings. 
  3. Upload the bulksheet.

Bulksheet columns for creating and editing campaign remarketing targets

Column name  Description 
Row type

Enter campaign in this column if you're going to also change the Campaign remarketing list targeting setting.

Enter campaign remarketing list to create or change a campaign remarketing list.

Enter negative campaign remarketing list to create or change a negative remarketing list.

Action

In a campaign row enter:

  • edit to change a campaign's settings

For information about how to create campaigns using a bulksheet, see the Upload campaigns article.

In a campaign remarketing list row, enter:

  • edit to change a remarketing list's settings
  • create to apply a remarketing list to a campaign (create a  campaign remarketing target)
  • deactivate to remove a remarketing list from a campaign (remove a campaign remarketing target)

In a negative campaign remarketing list row, enter:

  • edit to change negative remarketing list's settings
  • create to apply a negative remarketing list to a campaign
  • deactivate to remove a negative remarketing list from a campaign
You can't use a bulksheet to add remarketing lists to an account. 
Campaign

In a campaign remarketing list row, enter the name of the campaign that you're applying the remarketing list to.

In a negative campaign remarketing list row, enter the name of the campaign that you're applying the remarketing list to.

In campaign rows, the campaign name is already listed in the Campaign column. 

Remarketing list

In a campaign remarketing list row, enter the name of a Google Ads remarketing list.

In a negative campaign remarketing list row, enter the name of a Google Ads remarketing list.

In a campaign row, the Remarketing list column should be blank.

Remarketing list bid adjustment %

In a campaign remarketing list row, enter a percent. 

  • You can increase bids by up to 900%.
  • You can decrease bids by 90%. For example, enter -90%

If you plan to use a conversion goal or Search Ads 360 bid strategy to set the remarketing target bid adjustment, set the bid adjustments to 0%. A conversion goal can be applied to campaigns. A bid strategy can be applied to campaigns or ad groups. 

Campaign remarketing list targeting In a campaign row, enter Bid only or Target and Bid. Bid only is the default setting.
Advertiser bid strategy

 

Optional. In a campaign or ad group row, enter the name of a Search Ads 360 bid strategy to apply to the item and use the bid strategy's goal to set remarketing target bid adjustments.

This column should be blank if you apply a conversion goal to the campaign. Learn more.

 

Conversion goal name 

Optional. In a campaign row, enter the name of an existing conversion goal to apply  a conversion goal to the campaign and use the goal to set remarketing target bid adjustments.

This column should be blank if you apply a Search Ads 360 bid strategy to the campaign. Learn more.

Remarketing target bid adjustment setting

Optional. Applicable only if you apply a conversion goal to the campaign.

(Google Ads only) Specify on to let the conversion goal set remarketing target bid adjustments in Google Ads campaigns.

Specify off to let the conversion goal only recommend remarketing target bid adjustments in Google Ads campaigns.

Learn more.

Example

In the following example, the members-only remarketing list, called SpecialOffer, is applied to the CampRLSA1 campaign. Bids for the CampRLSA1 remarketing target are increased by 20%. The campaign's ads are displayed only to members of the remarketing list, as indicated by the campaign's Target and Bid setting.

 

Row type  Action Campaign Campaign remarketing list targeting Remarketing list Remarketing list bid adjustment %
campaign remarketing list  create CampRLSA1   SpecialOffer 20%
campaign edit CampRLSA1 Target and Bid    

*Only some of the required columns are included in the example. 

Use a bulksheet to create ad group-level remarketing targets

  1. Download an editable bulksheet that contains the Google Ads ad groups that you want to update.

    1. Navigate to a Google Ads account.

    2. Click the Ad groups tab.

    3. Optionally use a filter to display only the ad groups that you want. 

    4. Click the download icon Download icon, which appears above the reporting table and make the following selections in the download panel. Note that some options are selected by default.
      • Scope: Current selection in table or Current scope
      • Columns: Editable columns (for re-upload)
      • Include types:
        • Ad groups
        • Ad group remarketing lists
        • Negative ad group remarketing lists
        • Negative campaign remarketing lists (optional)
          You may also want to include negative campaign remarketing lists if you want to exclude remarketing lists members from targeting.
        • Campaigns (optional)
          You might want to include campaigns if you want to apply a conversion goal or Search Ads 360 bid strategy at the campaign level. The conversion goal or bid strategy goal can be used to set or recommend bid adjustments for campaign or ad group remarketing targets.
      • Filters: Include rows with no impressions
    5. Click Download.
  2. In the downloaded bulksheet, enter information in the applicable columns in the campaign remarketing list and campaign rows to specify remarketing target settings. 
  3. Upload the bulksheet.

Bulksheet columns for creating and editing ad group-level remarketing targets

Column name  Description 
Row type

In an ad group row, enter ad group if you're going to also change the Ad group remarketing list targeting setting.

In an ad group remarketing list row, enter ad group remarketing list.

In a negative ad group remarketing list row, enter negative ad group remarketing list.

Action

In an ad group row enter:

  • edit to change a ad group's settings

For information about how to create ad groups using a bulksheet, see the Upload ad groups article.

In an ad group remarketing list row, enter:

  • edit to change a remarketing list's settings
  • create to apply a remarketing list to an ad group
  • deactivate to remove a remarketing list from an ad group (remove an ad group remarketing target)

In a negative ad group remarketing list row, enter:

  • edit to change a  negative remarketing list's settings
  • create to apply a negative remarketing list to an ad group
  • deactivate to remove a negative remarketing list from an ad group (remove an excluded remarketing target)
You can't use a bulksheet to add remarketing lists to an account.
Ad group

In an ad group remarketing list row, enter the name of the ad group that you're applying the remarketing list to.

In a negative ad group remarketing list row, enter the name of the ad group that you're applying the remarketing list to.

In ad group rows, the ad group name is already listed in the ad group column.

Campaign

The campaign name is already listed in this column. 

Remarketing list

In an ad group remarketing list row, enter the name of a Google Ads remarketing list.

In a negative ad group remarketing list row, enter the name of a Google Ads remarketing list.

In a ad group row, the Remarketing list column should be blank.

Remarketing list bid adjustment %

In an ad group remarketing list row, enter a percent. 

  • You can increase bids by up to 900%.
  • You can decrease bids by 90%. For example, enter -90%

If you plan to use a conversion goal or Search Ads 360 bid strategy to set ad group remarketing target bid adjustments, set the bid adjustments to 0%. A bid strategy can be applied at the campaign or ad group level.

Ad group remarketing list targeting

Optional. An Ad group inherits the setting from its campaign.

If you want to override the campaign setting, in an ad group row, enter Bid only or Target and Bid. Bid only is the default setting for campaigns and ad groups. 

Advertiser bid strategy

Optional. In a campaign or ad group row, enter the name of a Search Ads 360 bid strategy to apply to the item and use the bid strategy's goal to set remarketing target bid adjustments.

This column should be blank if you apply a conversion goal to the campaign. Learn more.

 

 

Conversion goal name 

Optional. In a campaign row, enter the name of an existing conversion goal to apply  a conversion goal to the campaign and use the goal to set ad group-level remarketing target bid adjustments.

This column should be blank if you apply a Search Ads 360 bid strategy to the campaign. Learn more.

Remarketing target bid adjustment setting

Optional. Applicable only if you apply a conversion goal to the campaign.

(Google Ads only) Specify on to let the conversion goal set remarketing target bid adjustments in Google Ads campaigns.

Specify off to let the conversion goal only recommend remarketing target bid adjustments in Google Ads campaigns.

Learn more.

Example

In the following example, a remarketing list is applied to the AdBrand ad group to create the AdBrand remarketing target. The bid adjustment is set to 0% because the goal from the Search Ads 360 bid strategy, "Bid strategy with remarketing target bid adjustment", that is applied to the campaign will be used to set the ad group remarketing target's bid adjustments.

 

Row type  Action Campaign Ad group Remarketing list Remarketing list bid adjustment % Advertiser bid strategy
ad group remarketing list create BrandAware AdBrand RLSA Brand 0%  
ad group edit BrandAware AdBrand     (inherited)
campaign edit BrandAware       Bid strategy with remarketing target bid adjustment

*Only some of the required columns are included in the example.

 

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