Turn on Google Ads adaptive remarketing

Auto-generate remarketing targets

The steps that follow describe how to let Search Ads 360 automatically create remarketing targets using a conversion goal or a bid strategy's goal.

Be sure that you have completed the following tasks to ensure that Search Ads 360 can auto-generate remarketing targets:

Turn on adaptive remarketing in a campaign with a conversion goal

  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. Under the name of the campaign, click the campaign settings icon Settings button
  3. In the Bid strategy section, in the left panel, click Google Ads bid strategies to verify that a Google Ads bid strategy isn't applied to the campaign. If a Google Ads bid strategy is applied to the campaign, please remove it first:

    Under Google Ads bid strategy, click the arrow ▼ to display the list, and then click No bid strategy (manual bidding).

  4. Apply a conversion goal to the campaign:

    1. In the Bid strategy section, in the left panel, click Search Ads 360 bid strategies.
    2. In the right panel, under Search Ads 360 bid strategy, click the arrow ▼ to display the list.
    3. Click Manual bidding.
      Manual bidding is required if you want to apply a conversion goal to the campaign.
    4. Optionally, select the On save, bid strategies applied to individual ad groups and keywords in this campaign will be removed, and they will instead inherit this bid strategy check box to remove bid strategies from the campaign's ad groups and keywords. The campaign and its ad groups and keywords will use manual bidding.
    5. Under Campaign goal, click the arrow ▼, and then select a conversion goal.
  5. Optional, but recommended step. Under Bid adjustments, select the Remarketing target bid adjustments check box. 
    If you let Search Ads 360 auto-generate remarketing targets. a best practice is to also let Search Ads 360 set the bid adjustments for all remarketing targets. 

    Ad group-level adapted remarketing target bid adjustments are reevaluated and may be updated at least once a day.

    Conversion goal with remarketing and location target  check boxes selected in the Bid adjustments and Adaptive settings sections selected

     
  6. Under Adaptive settings, select the Remarketing targets check box.  
  7. If you want to be notified when new remarketing targets are created, select the Notify me by email when entities are created check box and enter one or more email addresses, separated by commas.
  8. Under Remarketing, select the Use bid adjustment only check box. 
    Note that this setting displays all of the ads in a campaign or ad group to everyone instead of only targeting the members of a remarketing list.
  9. Click Save to close the campaign settings editor.
  10. Do the following in each ad group to allow adaptive remarketing targets:
    1. Navigate to an ad group and click the ad group settings icon Settings button.
    2. In the Bidding strategy section, under Search Ads 360 bid strategy, click the arrow ▼ and select Manual bidding (inherited).
    3. Click AdWords bid strategies. Click the arrow ▼ and select No bid strategy(manual bidding).
    4. Under Remarketing, select the Use bid adjustment only check box.
If Search Ads 360 is setting remarketing target bids to achieve a conversion goal, the adjustment is shown in the Bid adjustment % column on the Ad group remarketing targets tab. If Search Ads 360 is only recommending the bid adjustments, it's shown in the Recommended bid adjustment % column.
 
Search Ads 360  sets only the initial remarketing target bid adjustment for campaign-level remarketing targets.

Turn on adaptive remarketing with a bid strategy

  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. Under the name of the campaign, click the campaign settings icon Settings button
  3. In the Bid strategy section, in the left panel, click Google Ads bid strategies to verify that a Google Ads bid strategy isn't applied to the campaign. If a Google Ads bid strategy is applied to the campaign, please remove it first:

    Under Google Ads bid strategy, click the arrow ▼ to display the list, and then click No bid strategy (manual bidding).

  4. Apply a Search Ads 360 bid strategy to the campaign:

    1. In the Bid strategy section, in the left panel, click Search Ads 360 bid strategies.
    2. In the right panel, under Search Ads 360 bid strategy, click the arrow ▼ to display the list.
    3. Click the name of a Search Ads 360 bid strategy with a conversions or revenue goal.
    4. Optional, but recommended step. Under Bid strategy goal, if necessary, click the Edit optimization settings button and select the Remarketing target bid adjustments check box.
      If you let Search Ads 360 automatically adapt remarketing targets in a campaign, a best practice is to also let Search Ads 360 set the bid adjustments for all of the remarketing targets.
    5. If you made changes to the bid strategy, click the Save bid strategy button.
    Changes to bid strategy settings impact all campaigns and other biddable items that are managed by the bid strategy. In this case, the bid strategy will set remarketing target bid adjustments only in Google Ads campaigns and ad groups because remarketing target bid adjustments are supported only in Google Ads accounts.
  5. In the Campaign settings editor, under Adaptive settings, select the Remarketing targets check box.
  6. If you want to be notified when new remarketing targets are created, select the Notify me by email when entities are created check box and enter one or more email addresses, separated by commas.
  7. Under Remarketing, select the Use bid adjustment only check box. 
    Note that this setting displays all of the ads in a campaign or ad group to everyone instead of only to the members of a remarketing list.
  8. Click Save to close the campaign settings editor.
  9. Do the following in each ad group to allow adaptive remarketing targets:
    1. Navigate to an ad group and click the ad group settings icon Settings button.
    2. In the Bidding strategy section, under Search Ads 360 bid strategy, click the arrow ▼ and select Manual bidding (inherited).
    3. Click Google Ads bid strategies. Click the arrow ▼ and select No bid strategy(manual bidding).
    4. Under Remarketing, select the Use bid adjustment only check box.
If a bid strategy is setting the bid adjustment, the Bid adjustment % column on the Ad group remarketing targets tab shows the bid adjustment. If the bid strategy is only recommending bid adjustments, the recommendation is shown in the Recommended bid adjustment % column.  
Search Ads 360  sets only the initial remarketing target bid adjustment for campaign-level remarketing targets.

Other settings required for adaptive remarketing targets

In addition to turning on adaptive remarketing targets, Search Ads 360 also requires that auto-tagging is enabled and that the campaign has a minimum of about 32 days of performance history to auto-generate remarketing targets. 

To turn on auto-tagging, do the following:

  1. Sign into your Google Ads account.
  2. Click the settings icon , and then click Account settings.
  3. In the Tracking section, next to Auto-tagging, click Edit.
  4.  Select the Auto-tagging check box.

To verify that a campaign has a sufficient amount of performance history, do the following:

  1. Navigate to an account.
  2. Click the Campaigns tab.
  3. Add the Creation time column to the report.
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