About Microsoft Advertising remarketing targets in a Search Ads 360 bid strategy

When you apply a remarketing list for search ads (RLSA) to a Microsoft Advertising campaign or ad group, it becomes a remarketing target that enables you to display relevant ads to customers who have previously visited your site. To reach these customers, you can set a bid adjustment, ranging from -90% to +900%, relative to the keyword bids for the ad group.

Rather than setting the bid adjustment for a remarketing target, you can let Search Ads 360 use a bid strategy's goal to set or recommend the adjustment based on the historical performance of all the remarketing targets in a campaign or ad group. 

In new custom Floodlight columns, bid strategies, and conversion goals, cross-environment activity is automatically considered when setting or recommending device (mobile, desktop, and tablet), remarketing target, and location target bid adjustments, unless you choose not to include the cross-environment conversions. 

ROI bid strategies optimize remarketing target bid adjustments

Search Ads 360 bid strategies with a conversion, revenue, or advanced targeting goal can optimize bid adjustments for remarketing targets when applied to a portfolio of campaigns. As with all bid strategies, Search Ads 360 looks at the performance of all the biddable items and remarketing targets in the strategy to optimize to the selected goal. Then, Search Ads 360 applies or recommends a remarketing target bid adjustment.

A remarketing list that is applied to a campaign can be used to target or exclude ads (negative remarketing). 

A remarketing target that excludes members of a remarketing list from receiving ads is not included in bid strategy calculations because bidding for negative remarketing targets doesn't occur.