Configure Google Ads campaigns or ad groups to bid differently for remarketing targets

To use a different value to target members of a Google Ads remarketing list as they continue to search the web, you can specify a bid adjustment to reach them. In this case, the same ads display for everyone, but for customers who have previously visited your site (remarketing list members), you're bidding differently to target them.

By default, campaigns and ad groups are set to target remarketing lists by using a bid adjustment. These are also called bid-only remarketing targets.

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.

Change campaign remarketing target setting and set bid adjustment

1. Configure a Google Ads campaign to adjust bids to target the remarketing list:

   1. Navigate to a Google Ads campaign. 

      Steps for navigating to a campaign

      1. In the left navigation panel, click All accounts.
         What if the left navigation pane isn't visible?

      2. Click the navigation bar to display navigation options.

      3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

      4. In the "Advertiser" list, click on the advertiser that contains the engine account.

      5. In the "Account" list, click on the engine account that contains the campaign.

      6. In the "Campaign" list, click on the campaign.

      7. Click Apply or press the Enter key.

      Search Ads 360 displays the campaign page.

   2. Below the campaign name, click the campaign settings icon .
   3. In the Targeting section, under Remarketing, click the Use bid adjustment only option, and then click Save.
2. Apply a remarketing list to the campaign and set a bid adjustment:
    
   1. Click the Targets ▼ tab, and then click Remarketing targets.
   2. Click the Campaign remarketing targets tab.
   3. Above the reporting table, click  + Campaign remarketing target.
   4. Under Add remarketing lists, select the check box next to a remarketing list.
      The remarketing list is added to the list of selected remarketing lists on the right.
      To apply all of the remarketing lists to the ad group, select the check box next to Remarketing target.
   5. To adjust the bid for a remarketing list, do one of the following:
      1. To increase a bid, next to a selected remarketing list, leave Increase by selected, and enter a bid adjustment.
      2. To decrease a bid, click Increase by ▼, and then click Decrease by. Enter a bid adjustment.
      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 or bid strategy can be applied at the campaign level.
   6. Click Save.
3. Change the bid adjustment for an existing remarketing target:
   1. In the reporting table, in the Bid adjustment % column, click the pencil icon   next to the percent.
   2. Enter a number and then click Save.

 

Change ad group remarketing target setting and set bid adjustment

1. Configure a Google Ads ad group to adjust bids to target the remarketing list:

   1. Navigate to a Google Ads ad group.

      Steps for navigating to an ad group

      1. In the left navigation panel, click All accounts.
         What if the left navigation pane isn't visible?

      2. Click the navigation bar to display navigation options.

      3. In the "Agency" list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

      4. In the "Advertiser" list, click the advertiser that contains the engine account.

      5. In the "Account" list, click the engine account that contains the campaign.

      6. In the "Campaign" list, click the campaign that contains the ad group.

      7. In the "Ad group" list, click the ad group.

      8. Click Apply or press the Enter key.

      Search Ads 360 displays the ad group page.

   2. Below the ad group name, click the ad group settings icon .
   3. In the Targeting section, under Remarketing, click the Use bid adjustment only option, and then click Save.
2. Apply a remarketing list to the ad group and set a bid adjustment:
   1. Click the Targets ▼ tab, and then click Remarketing targets.
   2. Click the Ad group remarketing targets tab.
   3. Above the reporting table, click + Ad group remarketing target.
   4. Under Add remarketing lists, select the check box next to a remarketing list.
      The remarketing list is added to the list of selected remarketing lists on the right.
      To apply all of the remarketing lists to the ad group, select the check box next to Remarketing target.

   5. To adjust the bid for a remarketing list, do one of the following:

      1. To increase a bid, next to a selected remarketing list, leave Increase by selected, and enter a bid adjustment.
         You can increase bids by up to 900%.
      2. To decrease a bid, click Increase by ▼, and then click Decrease by. Enter a bid adjustment.
         You can decrease bids by 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 or bid strategy can be applied at the campaign level.
   6. Click Save.
3. Change the bid adjustment for an existing remarketing target:
   1. In the reporting table, in the Bid adjustment % column, click the pencil icon   next to the percent.
   2. Enter a number and then click Save.