Remarketing allows you to advertise to people who have previously visited your website, used your mobile app, or who are in your CRM databases, by showing them relevant ads when they visit other sites or search on Google.
The user lists used in remarketing can also be used for other types of audience targeting, such as Customer Match.
Sensitive information about users can't be used to build remarketing lists. Before setting up a remarketing campaign and placing the remarketing tag on your website or app, review our policy for advertising based on interests and location.
You can target or exclude user lists at both the ad group and campaign levels. However, positive (biddable) user lists cannot be set at both levels at the same time. Positive user list criteria must be removed from all ad groups within a campaign before one can be set for the campaign.
Positive targeting by user list is only supported for Search campaigns. For Display campaigns, the only option at the campaign level for
CampaignCriterionis to exclude those criteria.
User lists are not supported in test accounts and will automatically close upon creation.
Audience types in a UserList
You can remarket and target specific audiences with a
The list can be constructed from different audience types:
Visitors to your website - This is done through advertiser-defined rules. A rule can be as simple as including all visitors to your website.
Visitors to specific pages - This is done by targeting users that have visited a URL that contains or equals a given value.
Visitors who took specific actions - This can include actions such as a purchase on your website or app.
Multiple user lists - This is done by combining two or more user lists.
Similar audiences - People who share similar interests and behaviors with those in other user lists.
Customer Match with email address, address, or user ID - A user list of uploaded customer emails.
Additional user list options - This is done by combining user lists to create even more sophisticated targeting.