Create Microsoft Advertising remarketing targets

Within a Microsoft Advertising campaign, remarketing lists can be applied to either a campaign or ad groups, but not both. Remarketing lists, even different lists, can’t be applied at both levels, unless one list excludes members and other lists target. That is, you can create campaign remarketing targets, and exclude different remarketing lists in the ad groups within the campaign. Or you can have ad group remarketing targets and exclude different remarketing lists at the campaign level.

If you've applied remarketing lists to one level and you'd rather apply remarketing lists to a different level, you can always move the remarketing targets.

Microsoft Advertising remarketing lists can be applied to ad groups or campaigns as soon as the list is created in Search Ads 360 or synced from Microsoft Advertising. Microsoft Advertising will not use a list to adjust bids (bid-only remarketing target) or target ads (members-only remarketing target) until the list contains enough members. Because Microsoft Advertising remarketing lists contain cookies only for customers who have visited your website, it could take some time to collect enough cookies to have an active remarketing list.

Create a campaign or ad group remarketing target and set a bid adjustment

You’ll need to have existing audience segments in order to set up bid adjustments as given below:

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Microsoft Advertising client account.
3. Select Audiences on the left page menu
4. Click Show table under the “Audience segments” card.
5. Select the checkbox for the audience segment you’d like to set bid adjustment for, and then click Edit.
6. Select Change bid adjustment.
7. Choose “Increase” or “Decrease” from the drop-down, and enter a percentage. To remove a bid adjustment, delete the value in the field.
8. Click Save.