Remarket on display networks

Set up remarketing lists for display ads

Use display ads to re-engage customers

To tailor display ads to customers who have clicked your search or social ads, you first need to apply labels to the search and social campaigns that you want to identify for your remarketing efforts. Then you add the labels to the remarketing list. 

Items that you can label to build a display remarketing list

In search engines, you can apply the labels for remarketing to keywords, product groups, or Google Ads dynamic ad targets directly, or the labels can be inherited from the campaigns and ad groups that contain the keywords, product groups, or Google Ads dynamic ad targets.

In social engines, you can apply the labels for remarketing to campaigns, ad groups, and ads.

If you label a campaign, all items in the campaign will be used to build the list. If you label specific ads or keywords,  only those labeled ads or keywords will build the list. For example, if you want to target display ads to customers who searched for used cars, you might apply a People interested in used cars label to a campaign focused on selling used cars. Then you'd add the People interested in used cars label to a remarketing list.

Or, if the campaign contains an ad group that targets customers interested in mini vans and a different ad group that targets customers interested in sports cars, you could apply a Interested in used sports cars label to one ad group, and a Interested in used mini vans label to the other ad group. You would then add the Interested in used sports cars label to one remarketing list and add the Interested in used mini vans label to a different remarketing list.

How to set up remarketing lists for display ads

  1. In Search Ads 360, create a label to identify the search or social campaigns, ad groups, ads, or keywords that are relevant to your remarketing efforts.

    Make sure the social ads you want to build the list are visible in Search Ads 360. Search Ads 360 automatically creates social campaigns, ad groups, and ads as reporting metrics become available.

    Customers who click the labeled items will be added to the remarketing list.

    You can use a label in more than one remarketing list, and you can add multiple labels to a remarketing list.

  2. Apply the label to campaigns, ad groups, ads, or keywords.

  3. In the left navigation panel, click Remarketing.

  4. Click +Remarketing list.

  5. Name the remarketing list.
    We recommend you start the name with Search Ads 360:, which appears in the field by default. This helps you find and sort on the remarketing lists in Display & Video 360 or the GDN. For example, name the list Search Ads 360: Sweaters

  6. Under Create a list of customers from, select one or more of the following audience sources:

    • Search engine: customers who click search ads on any engine account managed by Search Ads 360 will be added to the list.

    • Social engine: customers who click social ads on any social engine account onboarded to Search Ads 360 will be added to the list.

  7. In the Membership duration (days) field, specify the number of days a user’s cookie stays on the list, assuming the user doesn’t click the paid search ad again.
    The maximum value is 540 days. We recommend you set this value to reflect the longest duration that would work (usually somewhere between 30-90 days). If your display tool (such as Display & Video 360) also allows you to set a duration, it will overwrite the value in Search Ads 360. For example, a 30-day value in Search Ads 360 and 6-hour value in Display & Video 360 means that a customer will be remarketed up to 6 hours from the paid search click. If you do enter a value in the display tool, we recommend setting the duration to at least 6 hours.

  8. In the Source labels box, select the labels you want to use to build the remarketing list.

  9. In the Display advertisers list, select the display advertisers where you’ll want the remarketing list to be used. 
    The Display advertisers list contains AdWords engine accounts and DCM advertisers.

    The list contains two categories of display advertisers:

    Make sure you select least one checkbox in the Display advertisers list. Remarketing only works if you share the remarketing list with a display advertiser.

    • Google Ads: Lists all of the Google Ads engine accounts in the current Search Ads 360 advertiser.
      Select one or more accounts to share this list with Google Ads display campaigns.
    • Display & Video 360: Lists the Campaign Manager 360 advertisers that share the Search Ads 360 advertiser's Floodlight configuration and that have been linked to Display & Video 360. In the example above, the Campaign Manager 360 advertiser is Hooper's Display.

      Search Ads 360 may need a few moments to contact Campaign Manager 360 and determine which advertisers have been linked. Once you see one or more Campaign Manager 360 advertisers, you can select the Campaign Manager 360 Floodlight Configuration ID checkbox to share the remarketing list with Display & Video 360.

      If you don't see a list of Campaign Manager 360 advertisers, you won't be able to select Campaign Manager 360 Floodlight configuration ID. You'll need to link at least one Campaign Manager 360 advertiser to Display & Video 360.

  10. Click Save.

In the reporting table that appears, you'll see a new row with information about the remarketing list. It usually takes a few hours for Search Ads 360 to start showing data in the Global Users column, and it could take 24 hours for the list to appear in Display & Video 360. 

The remarketing list will be available for targeting in Google Ads or Display & Video 360 once enough users have been added to the list. You don't need to set up additional tags.

Target the list 

Once you’ve set up your remarketing list in Search Ads 360 and shared it with display advertisers, you can sign in to Google Ads or Display & Video 360 and either target ads to the list, or prevent (exclude) ad impressions for users in the list.

Google Ads

In the Audiences list for Google Ads display campaigns, if you included the Search: prefix when you created your remarketing list in Search Ads 360, you can look for names that start with Search: to target or exclude the list in Google Ads.

If your display remarketing lists are shared with the Search Network, Google Ads might display a message. If you see the message, click the Audiences link in the message and then complete the steps to target or exclude ads.

Learn more about how to target ads or exclude ads in Google Ads Help. Also see Google Ads Help for information about how to set or specify membership duration for a remarketing list.

Display & Video 360

To use the remarketing list that you shared with Display & Video 360, you'll need to set up Audience list targeting for an insertion order in Display & Video 360.

If you included the Search: prefix when you created your remarketing list in Search Ads 360, you can look for list names that start with Search: in the Display & Video Audiences lists.

Learn more about how to target or exclude Audience lists line items for line items and insertion orders in Display & Video 360 Help. 


Compliance with advertising policies

To enable sharing the remarketing list, you must comply with the applicable advertising policies:

As part of Google's ongoing efforts to protect user privacy and commitment to comply with the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the Lei Geral de Proteção de Dados (LGPD), users located in the European Economic Area (EEA) and California and Brazil geolocations won't be added to search-to-display and social-to-display remarketing lists.

Additionally, users may not be added to remarketing lists depending on application settings.

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