Note
If the survey creator has access to the Ads account where the list is stored, the list should auto-populate within the Surveys 360 UI, but the survey creator has to be a user on the child account (individual account) where the remarketing list is located. See below for details on which lists can be used in Surveys 360. For more information, please contact the Google Ads support team or refer to the Manage access to your Google Ads account article on the Google Ads help center.
Step 1. Select your audience
Select Remarketing list as your audience. If you don't have an Google Ads account you will be prompted to learn how to get access to remarketing lists.
Step 2: Select your country
Select your country. Note: language is determined by country.
Step 3: Search for a list
Click on Search for a list, and enter some keywords, e.g. "visitors." An autocomplete field shows the available remarketing lists matching the search terms. Select a list.
Step 4: Confirm and continue
After selecting a remarketing list, verify the metadata that appears to the right then click CONTINUE to proceed to survey creation.
What types of remarketing lists can be used?
You can use all audience lists (except CRM and similar user lists) for remarketing if you have full rights to use the list.
| Scenario | How is the list created | Usage for Remarketing |
|---|---|---|
| Scenario 1 - regular audience lists | Audience lists created off of clicks/ engagements/ site visits. | Yes |
| Scenario 2 - audience lists where advertiser has full rights to list | Audience list created off of impressions with Publisher permission and with all necessary approvals/ permissions as required by Google Ads/ Platform Policy. | Yes |
| Scenario 3 - audience lists where advertiser does not own list | Audience list created off of impressions without Publisher permission and/ or non-compliant per Google Ads/ Platforms Policy. | No |
| Scenario 4 - third party cookie lists | Audience list or segment is created by using third party cookies and bought or leased by a client | No |
| Scenario 5 - audience lists from YouTube video view | Linking Google Ads and YouTube Accounts to create lists of users who have seen or interacted with a YouTube video | No |
Remarketing List Targeting FAQs
What is remarketing list / audience list / userlist / cookie list targeting?
- A remarketing list from an ad perspective is used to find users who have been to a website or seen an ad with the intention of serving them a personalized or highly targeted ad based on their history. The remarketing list targeting with Surveys 360 enables researchers to target surveys to userlists/cookies from an existing audience list
How does remarketing work?
- A remarketing list is a list of DoubleClick cookies - where the user is tagged or pixeled when they load a site or advertisement. "Pixeled" is when a user loads a site or ad and a 1x1 transparent pixel is loaded from a different domain. The domain records the user's cookie or gives the user's browser a new cookie.
How can someone create a cookie list?
- Google has technology called Smart Pixel that drops and records a DoubleClick cookie to create a list. Other companies can create their own cookie lists and then use a Data Management Platform (DMP) to connect their cookies to DoubleClick cookies.
Learn more about How to create a remarketing list.
Four audience list scenarios
| Scenario | How list is created | Usage for
remarketing |
Usage for
Surveys 360 |
|---|---|---|---|
| regular audience lists | Audience lists created off clicks, engagements, site visits. | Yes | Yes |
| audience lists where advertiser has full rights to the list | Audience lists created off impressions with Publisher permission and with all necessary approvals or permissions as required by Google Ads or Platforms Policy. | Yes | Yes |
| audience lists where advertiser does not own list | Audience list created off impressions without Publisher permission and/or non-compliant per Google Ads or Platforms Policy. | No | No |
| third-party cookie lists | Audience lists or segments created by using third party cookies and bought or leased by a client. | No | No |
Why do companies use remarketing lists?
- Reach people when they're most likely to buy
- Lists tailored to your advertising goals
- Large-scale reach
- Efficient pricing
- Easy ad creation
- Visibility over where your ads appear
- More information: About remarketing
In the market research world, why do a remarketing list targeted survey?
- Surveying Existing Customer Segments
- Customer Satisfaction measuring
- Following up on lost purchases (abandoned shopping carts)
At a high level, how does Surveys 360 run a remarketing list survey?
- Client uploads userlist or audience ID to Google Ads.
- Client targets survey to the remarketing list and launches the survey via self-serve Creator UI.
- When users come on to a site in our publisher network and have a cookie on that list - they will get the survey.
Where can I get more information about remarketing?
What are important things to consider when targeting remarketing lists?
- For each cookie list, we can find on average 0.25% of users (1,000 cookies will get them ~2.5 users). This is because the user has to come to one of the sites on our publisher network.
- On average we see a 30% completion rate (answers/impressions) across all surveys (get about 1 answer for every 1,000 cookies over a 7 day period). The safest ratio is 1 user:1000 cookies.
- Cookie lists must be on Google Ads or DoubleClick to be usable.
What are the limitations or remarketing in Surveys 360?
- Mobile-heavy/multiple remarketing lists are not supported
- Demographic targeting such as age, gender and geography (state/region) cannot be used
- Users listed over 365 days ago are removed
- For a list of policies around what cannot be used with remarketing surveys please visit our program policies page on Interest-based surveys (including remarketing)
Why can't creators see the remarketing lists in Surveys 360?
- It is possible that some creators who are running research aren't necessarily the direct owners of the Google Ads accounts where the remarketing lists are uploaded.
- It is also possible that we don't support the remarketing lists, such as audience lists that are created off impressions without Publisher permission and/or non-compliant per Google Ads or Platforms Policy, and audience lists or segments created by using third party cookies and bought or leased.
What remarketing lists can I create?
- You may create:
- Remarketing Audiences around user behavior. Learn more
- Remarketing Lists for Search Ads with Analytics. Learn more
- Note: Cookie lists must be on Google Ads or DoubleClick to be usable.