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.
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.
Compliance with advertising policies
To enable sharing the remarketing list, you must comply with the applicable advertising policies:
- To share the remarketing list with a Google Ads engine account, the engine account needs to comply with the Google Ads policy for advertising based on interests and location.
- To share the remarketing list with Display & Video 360, the Search Ads 360 advertiser needs to comply with the Platforms program policies.