Create a remarketing list

Create a remarketing list

Create a remarketing list and associate it with an ad group to target your ads to people who have visited or interacted with your website before.

Remarketing in paid search lets you target your ads to people who have visited or interacted with your website before. It is a great way to bring previous visitors back to your website and drive sales. You can even show specific ads to previous visitors based on which section of your website they visited.

Let's create a remarketing list:

  1. Click the Campaigns page, and then on the left pane, click Shared Library.
    Left pane Shared Library highlighted
  2. Under Shared Library, click Audiences.
    Left pane Audiences highlighted
  3. Click Create remarketing list.
    Audience page create button highlighted
  4. Enter a remarketing list name.
  5. Under Who to add to your list, select the type of visitor and set rules that define who to include in your remarketing list. The choices are:

    Visitors of a pageexpando image

    Defined as an expression that has 3 rules (Rule1, Rule2 and Rule3)

    Where:
    Rule1 = URL contains X
    Rule2 = URL does not start with Y
    Rule3 = Referral URL equals Z

    Equals people who have visited any webpage whose (URL Contains X) OR (URL does not start with Y) OR (Referral URL equals Z)

    Visitors of a page who also visited another pageexpando image

    Defined as two expressions:
    Visited Page1: An expression that has 2 rules (Rule1, Rule2)
    Visited Page2: An expression that has 2 rules (Rule3, Rule4)

    Where:
    Rule1=URL contains X
    Rule2=URL does not start with Y
    Rule3 = Referral URL equals Z
    Rule 4= URL starts with A

    Equals people that visited one or more pages that satisfy
    ((URL Contains X) OR (URL does not start with Y))
    AND
    ((Referral URL equals Z) OR (URL starts with A))

    Note that in this case, if a user visits just one page that satisfies rules across the 2 expressions (say Rule1 and Rule 4) the user will still be added to the list. In other words, even if user visits just 1 page, he/she will be part of the list.

    Visitors of a page who did not visit another pageexpando image

    Visited Page1: An expression that has 2 rules (Rule1, Rule2)
    Didn't visit Page2: An expression that has 2 rules (Rule3, Rule4)

    Where
    Rule1=URL contains X
    Rule2=URL does not start with Y
    Rule3 = Referral URL equals Z
    Rule 4= URL starts with A

    Equals people that visited pages where
    (URL Contains X) OR (URL does not start with Y)
    EXCLUDE users that visited pages where
    (Referral URL equals Z) OR (URL start with A)

    Note that in this case, if a user visits just one page that satisfies rules across the 2 expressions (say Rule1 and Rule 4), the user will not be added to the list. In other words, even if a user visits just one page, he/she will not be part of the list.

    Custom Eventsexpando image

    At least one of the conditions must be specified. If more than 1 is specified, the conditions are joined using AND.

    Operators for Category, Action, Label are:
    Equals/Not equals
    Contains/ Does not contain
    Starts with/Does not start with
    Ends with/Does not end with

    Operators for Value are:
    Equal to
    Greater than
    Less than
    Greater than or equal to
    Less than or equal to

    Category, Action, Label values are string, whereas Value is a number > 0.

    Input the string and condition to use when matching the webpage URL with the string.

    equals: In this case, the input string must exactly match with the URL on which the UET event fired. However, http(s) and www are ignored (rest of the string must match). For example, if you provide an input string of abc.com, and the URL is http://www.abc.com or https://www.abc.com, Bing Ads will consider it as a match and vice versa will also be true.

    contains: When this operator is used, Bing Ads verifies if the input string is present anywhere in the URL reported by the UET tag.

    starts with: This matches identical characters starting from the beginning of the string up to and including the last character in the input string. However, http(s) and www are ignored (rest of the string must match). Use this option when your page URLs are generally unvarying but when they include additional parameters at the end that you want to exclude. For example, if you provide an input string of abc, and the URL is http://www.abc.com or https://www.abc.com, Bing Ads will consider it as a match and vice versa will also be true.

    ends with: This matches identical characters at the end of the string up to and including the first character in the input string.

    not equals: The input string doesn't match the URL that people visited.

    does not contain: The input string isn't present anywhere in the URL that people visited.

    does not start with: The input string doesn't match the beginning of the URL that people visited.

    does not end with: The input string doesn't match the end of the URL that people visited.

  6. Under Membership duration, specify how far back in time Bing Ads should look for actions that match your remarketing list definition in order to add people to your list.
  7. Optional: Enter a description to help you remember what audience you are targeting with this remarketing list.
  8. Under Tag name, select an existing tag.
  9. Under Scope, select the accounts you want the remarketing list to apply to. You can either select one account or all accounts.

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