In the new Search Ads 360, users who have set up remarketing lists for search ads (RLSA) in Microsoft Advertising or Search Ads 360 can now:
- Target search ads, prevent ads from displaying, or adjust keyword bids based on inclusion in a Microsoft Advertising remarketing list.
- Know how performance is influenced by the remarketing list. You can then download the performance data for offline analysis.
Learn more about Dynamic remarketing lists in the Microsoft Advertising Help Center.
How it works
Target your message
- You can set up various remarketing lists to target potential customers with different messages and offers. This allows you to bid differently to reach them or to only display certain ads to previous customers.
- For example, an athletic shoe company might want to encourage a second visit to their site by raising bids 25% when remarketing list members search for keywords like "compare brand x prices."
- Another way to target remarketing list members is to only display certain ads to people who visited your site but didn't make a purchase.
- For example, the athletic shoe company could set up a Microsoft Advertising remarketing list to include customers who have recently visited their site but haven't bought anything. The ads that appear for these customers could then offer a 25% discount.
By using remarketing lists, you can tailor your advertising campaigns to specific audiences and increase your chances of success.
Exclude remarketing list members from viewing your ads
- To focus advertising on new customers who have never visited your site, you can prevent ads from displaying for current customers by excluding a remarketing list member from your advertising.
- For example, the athletic shoe company excludes existing customers from a campaign to avoid overwhelming them with ads.
- Remarketing lists can be applied either at the campaign level or the ad group level, but not both.
- For example, if you have a campaign that contains five ad groups, and you want to target a remarketing list named PrevCust with all of the ads in the campaign, you would apply the remarketing list to the campaign. The remarketing list is inherited by all of the ad groups.
- If you wanted to apply a different remarketing list named PotentialCust to one of the ad groups, you’d need to first remove the PrevCust remarketing list from the campaign. Then you could apply the PotentialCust remarketing list to the ad group. You'd also want to apply the PrevCust remarketing list to all five ad groups.
Apply Microsoft Advertising remarketing lists in the new Search Ads 360
- Create remarketing lists in Microsoft Advertising.
- Sync the remarketing lists into your new Search Ads 360.
- If you've scheduled client account changes to sync on a regular basis, make sure to wait until the next sync occurs. You'll only view your Microsoft Advertising remarketing lists after they've been synced into Search Ads 360.
- Apply the remarketing list to do the following:
- Display specific ads only to list members
- Prevent ads from displaying for list members
- Specify a bid adjustment to target a remarketing list
Learn how to:
- Create a dynamic remarketing list in Microsoft Advertising Help Center
- Set up remarketing list sharing in the new Search Ads 360 Help Center
Microsoft Advertising remarketing lists and other Search Ads 360 features
Supported features
The following Search Ads 360 features work with Microsoft Advertising remarketing lists:
- Bid strategies (at the campaign or ad group level): ROI bid strategies are able to recommend and change remarketing target bid adjustments applied to campaigns or ad groups.
- Change history report: Changes to remarketing lists, as well as additions and removals are logged in change history.
Features that don't work with Microsoft Advertising remarketing lists
- Campaign copy: Remarketing lists aren’t included when you copy Microsoft Advertising campaigns.