Configure Google Ads 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 applied 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 Google Ads 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

1. Navigate to a Google Ads campaign or ad group.

   Steps for navigating to a campaign

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account that contains the campaign.

   6. In the "Campaign" list, click on the campaign.

   7. Click Apply or press the Enter key.

   Search Ads 360 displays the campaign page.

   Steps for navigating to an ad group

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click the advertiser that contains the engine account.

   5. In the "Account" list, click the engine account that contains the campaign.

   6. In the "Campaign" list, click the campaign that contains the ad group.

   7. In the "Ad group" list, click the ad group.

   8. Click Apply or press the Enter key.

   Search Ads 360 displays the ad group page.

2. Under the navigation bar, click the campaign or ad group settings icon .
3. In the Targeting section, under Remarketing, click the Use for targeting and bid adjustment option, and then click Save.

   The remarketing target displays ads only to members of a remarketing list.