• Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps. Learn more
  • Dynamic remarketing: Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website. Learn more. Create a feed for dynamic remarketing.
  • Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites. Learn more
  • Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website. Learn more
  • Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps. Learn more
  • Email-list remarketing: With Customer Match, upload a list of email addresses that your customers have given you. When those people are signed in to Google Search, YouTube, or Gmail, you can show them ads.

Here are some questions to keep in mind as you start creating your ads:

  • What type of person is browsing the website placements you’re targeting?
  • What action do you want that person to take?
  • Do you have special offers or features available on your website for this person?
  • Can you show this person a unique page that will make them more likely to take the action you’d like?
  • Have you tested multiple versions of your ad to find the ones that work best?

Related links

Did you know…

If your campaign has at least 15 conversions per month, you can use these tools to optimize your campaigns automatically while still being in control of your targeting:

  • Conversion Optimizer is a bidding optimization engine that can help you maximize your return on investment (ROI) by optimizing bids in real-time, impression-by-impression.
  • Display Campaign Optimizer optimizes both targeting and bidding to help you find additional conversions for your Display Network campaigns.

Create three to four ads per ad group, trying out different messages with different images. See which ad performs the best with your customers. AdWords can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you’ve learned from your experiments.

  • Use text, images, and color schemes effectively
  • Experiment with different display ad types and content designs
  • Take advantage of templates within the Ad gallery
  • Create your own custom images
  • Generate display ads based on your existing text ads

Types of automatic targeting

You can select from “conservative targeting” or “aggressive targeting” (known also as Display Campaign Optimizer). Both types can help you reach additional customers, but aggressive targeting applies more variations to your targeting. So if your keyword is “pens,” conservative targeting may extend to “felt-tip pens” and “ballpoint pens,” but aggressive targeting might show your ads in contexts related to “whiteboard markers” or “mechanical pencils”—if there’s data to suggest that those keywords will lead to conversions. Plus, automatic targeting works for remarketing.

Remarketing. If your remarketing list is for people visiting travel sites about Japan, conservative targeting may extend to people visiting sites about Tokyo tourist destinations. Aggressive targeting might go further, if the data supports it—it can expand independently of manual targeting based on predicted conversions.

Availability. Conservative targeting is available for all Display Network campaigns. Aggressive targeting is available for all Display Network campaigns with at least 15 conversions per month. This minimum is necessary because “aggressive” automatic targeting analyzes your campaign’s performance data to predict effective targeting, then to test and optimize it.

Conservative versus aggressive targeting. Aggressive targeting lets you reach more people than conservative targeting. The advantage of conservative over aggressive targeting is that, for a large majority of advertisers, it doesn’t exceed your current cost per customer (or Target CPA, if that’s the bidding strategy you’re using). So conservative targeting can be a better option for advertisers on a fixed or limited budget, or for those who need to hit their cost-per-customer targets.

Here are general guidelines:

  • Use conservative targeting when you want more conversions, but need to stay close to your current cost per customer (or Target CPA).
  • Use aggressive targeting when you want to get as many conversions as possible, and are comfortable with some variation from your current cost per customer (or Target CPA/ROAS).

Smart display campaigns. Smart display campaigns, which are highly automated, use yet another type of automated targeting, combining contextual and audience-based targeting. They also automatically remarket to people who’ve recently visited your site and who are likely to convert.

Bid adjustment eligibility




Campaign type

Device Location Ad scheduling Top content (Display Network, YouTube) Targeting method (Display Network) Remarketing lists for search ads (Search Network) Interactions
Search Network only: Standard Yes No No No No No Call
Search Network only (All features) Yes Yes Yes No No Yes Call
Display Network only (All features) Yes Yes Yes Yes Yes No N/A
Display Network only (Mobile apps) Yes Yes Yes Yes Yes No N/A
Display Network only (Remarketing, Engagement) Yes Yes Yes Yes Yes No N/A
Search Network with Display Select: Standard Yes No No No No No Call (Search only)
Search Network with Display Select: All features Yes Yes Yes No Yes Yes Call (Search only)
Shopping Yes Yes Yes No No Yes N/A
Video Yes Yes Yes Yes No No N/A

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