A remarketing list is one type of audience and once you create the list in Microsoft Advertising, you can associate it with an ad group/campaign and set a bid adjustment in Microsoft Advertising Editor. This allows you to optimize your campaign for the specific audience. Learn more about remarketing.
Scenario | You should associate audiences to |
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You're using different audiences and bids for different ad groups in the same campaign. | Ad groups: That way, you can manage and optimize each audience individually. |
Your account is segmented at the ad group level, or you otherwise want to keep precise control over each ad group. | Ad groups: For example, you could test a particular audience in one ad group before applying it to other ad groups. |
You're using the same audience and bid for each ad group in your campaign. | Campaigns: You just need to set them up once, and don't have to create a new association each time you create a new ad group. |
Audiences are groups of potential customers that you can target. Microsoft Advertising Editor supports several audience types that you can use to get your ads in front of the right customers. First, you’ll need to create an audience list in Microsoft Advertising, which you can then associate with an ad group or campaign in Microsoft Advertising Editor. You’ll also be able to set a bid adjustment.
Audience type | What it is | Where does it show ads? | Is UET required? | Whom does it reach? | Whose customer data is used? |
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Custom audiences | Lists of customers that are generated using your own customer data. | Search network, Microsoft Audience Network | Existing customers | Yours | |
Customer match audiences | Lists of email addresses your customers have shared with you, in an effort to reengage. | Search network, Microsoft Audience Network | Existing customers | Yours | |
Combined lists | Lists created from multiple existing audiences. | Search network, Microsoft Audience Network | Existing customers | Yours and Microsoft's | |
Dynamic remarketing lists | Lists of customers who have interacted with specific product IDs in your catalog feed. | Search network (through Microsoft Shopping Campaigns), Microsoft Audience Network | Existing customers | Yours | |
In-market audiences | Curated lists of customers who have shown purchase intent signals within a particular category. |
Search network, Microsoft Audience Network Note: The search network and the Microsoft Audience Network have different sets of in-market audiences. |
New customers | Microsoft's | |
Remarketing lists | Lists of people who have visited or interacted with your website before. | Search network, Microsoft Audience Network | Existing customers | Yours | |
Similar audiences |
Lists of customers whom Microsoft Advertising has determined show similar attributes to the people on your existing remarketing lists.
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Search network, Microsoft Audience Network | New customers | Microsoft's |
Newly created audience associations inherit the targeting settings of the campaigns/ad groups they belong to. If they don’t belong to any campaigns or ad groups yet, they will be set to Bid only by default.