Create Google Ads remarketing targets

Within a Google Ads campaign, remarketing lists can be applied only to a campaign or only to ad groups. 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. Learn more about moving a Google Ads remarketing list to a different level.

Google Ads remarketing lists can be applied to ad groups or campaigns as soon as the list is created in Search Ads 360 or synced from Google Ads. Google Ads 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 Google Ads remarketing lists contain cookies only for customers who have visited your website, it could take some time to collect the minimum number of cookies required by Google Ads to have an active remarketing list.

Remarketing target campaign types

Remarketing lists can be applied in Google Ads manual, inventory, and Shopping campaigns. When applied to campaigns or ad groups, remarketing lists are called remarketing targets.

Apply remarketing lists to a campaign or ad groups

Create a campaign remarketing target and set bid adjustment

1. Navigate to a Google Ads campaign.

   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.

2. Click the Targets ▼ tab, and then click Remarketing targets.
3. Click the Campaign remarketing targets tab.
4. Above the reporting table, click  + Campaign remarketing target.
5. Under Add remarketing lists, select the check box next to a remarketing list.
   The remarketing list is added to the list of selected remarketing lists on the right.
   To apply all of the remarketing lists to the campaign, select the check box next to Remarketing target.
6. To adjust the bid for a remarketing list, do one of the following:
   • To increase a bid, next to a selected remarketing list, leave Increase by selected, and enter a bid adjustment.
   • To decrease a bid, click Increase by ▼, and then click Decrease by. Enter a bid adjustment.
   If you plan to use a conversion goal or Search Ads 360 bid strategy to set the remarketing target bid adjustment, set the bid adjustments to 0%. A conversion goal or bid strategy can be applied at the campaign level.
7. Click Save.

Create an ad group remarketing target and set bid adjustment

1. Navigate to a Google Ads ad group.

   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. Click the Targets ▼ tab, and then click Remarketing targets.
3. Click the Ad group remarketing targets tab.
4. Above the reporting table, click + Ad group remarketing target.
5. Under Add remarketing lists, select the check box next to a remarketing list.
   The remarketing list is added to the list of selected remarketing lists on the right.
   To apply all of the remarketing lists to the ad group, select the check box next to Remarketing target.

6. To adjust the bid for a remarketing list, do one of the following:

   • To increase a bid, next to a selected remarketing list, leave Increase by selected, and enter a bid adjustment.
     You can increase bids up to 900%.
   • To decrease a bid, click Increase by ▼, and then click Decrease by. Enter a bid adjustment.
     You can decrease bids down to 90%.
   If you plan to use a conversion goal or Search Ads 360 bid strategy to set the remarketing target bid adjustment, set the bid adjustments to 0%. A conversion goal or bid strategy can be applied at the campaign level.
7. Click Save.