Configure Microsoft Advertising campaigns or ad groups to display ads only to remarketing list members

Initially, the only difference between the ads displayed to remarketing list members and everyone else may be the bids. That is, by default, campaigns and ad groups with remarketing lists display the same ads for everyone, but the bids may be higher or lower to target the members of a remarketing list.

To display ads only to members of a Microsoft Advertising remarketing list (this is also called targeting a remarketing list), you can change the default remarketing setting for the campaign or ad group.

If you have more than one remarketing list, each can be applied to the same level within a campaign, allowing you to bid differently to target each list. That is, you can apply multiple remarketing lists to a campaign, or you can apply multiple remarketing lists to ad groups, but you can't apply remarketing lists to a campaign and to the campaign's ad groups.

Change setting to display ads only to remarketing list members

Steps to add remarketing list to a campaign or ad group:

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 Add audience segments and select campaign or ad group.
5. Under Browse, select “How they have interacted with your business” (Your data segments) and select the remarketing list members you are looking to target.
6. Click Save.