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The Platform has a feature which allows you to take advantage of Google's remarketing (or retargeting) functionality for Search campaigns.
With this feature, you are able to achieve the following via the Platform:
If you would like to take advantage of this feature, please contact a member of our Support Team. Once this feature has been enabled, you will see the Audiences tab visible in your account.
Note: the creation of remarketing lists is carried out on the publisher's end and synced to the application. You cannot create remarketing lists within the Platform at this time. The application will only sync in Google remarketing lists when they're applied at the group level
Important note: When using the Platform to assign remarketing lists to Google groups, note that if the group does not have a Target setting, it will automatically be set to Target & Bid. This is mostly applicable when you are assigning a list to a group that has never had remarketing lists associated to it. This is important to know, as it can cause a drop in traffic.
We recommend that you copy existing campaigns or groups to a new campaign. The reason for this is you can then assign a remarketing list to the relevant groups and use a Target and Bid strategy.
Note: Remarketing lists should be assigned at the group level, not the campaign level.
To add a remarketing list for one of your Google Search campaigns, simply follow these steps:
Note: If your remarketing list has been created in the publisher but has not been assigned to a Campaign or Group, it will not be synced into Marin.
You can also use remarketing lists with Display campaigns. To add a remarketing list to a Display campaign, just follow the process outlined above. Again we recommend using the Target and Bid strategy.
In order to assign your remarketing lists in bulk, you will need to include the following columns in your bulk sheet. Columns shown in [brackets] are optional.
Note: Max. CPC and Destination URL are applicable for display groups only.
Note: if you do not include Group, the Platform will assume the assignment is at the campaign level when uploading exclusions. The Status column values can be either Excluded or Deleted; if not provided, the default is Excluded. Note that groups are required when adding lists.
Target and Bid causes Google to only show the ads when both the keyword and the remarketing list match. As opposed to Bid only where Google will show you ads when a keyword matches (regardless of whether the remarketing list matches). For more information on Target and Bid versus Bid only, please refer to this Google Support article.