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Associate an audience with an ad group
Once you create a remarketing list in Microsoft Advertising, you can associate it with an ad group.
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 and set a bid adjustment in Microsoft Advertising Editor. This allows you to optimize your campaign for the specific audience. To learn more, see What is remarketing?
Create an association between an ad group and audience
When you associate an audience with an ad group, the audience targeting is set to Bid only, which means that ads in this ad group can show to everyone but the bid adjustment will apply to people included in the remarketing list. You can change this to Target and bid on the Ad groups tab.
- Select Audiences under Keywords and targeting from the type list in the left panel.
- In the data view, click Add Audience Association, and select one or more ad groups you want to associate the audiences with.
- In the Edit the selected Audience Associations pane, enter the percentage you want to increase/decrease the bid amount for the remarketing list in the Bid adjustment box. You can increase the bid up to 900% and decrease by 90%.
Create an negative association between an ad group and audience
Select Negative audiences under Keywords and targeting from the type list in the left panel.
In the data view, click Add Negative Audience Association, and select one or more ad groups you want to exclude the audiences with and click OK.
In Choose audience, select the audiences you want to exclude and click OK.
Change audience targeting setting to Target and bid
You can change the audience targeting from Bid only to Target and bid, which means that ads in this ad group will only show to people included in the remarketing list.
- In the tree view from the left panel, select the campaign in which you want to change the audience targeting setting.
Select Ad groups from the type list in the left panel.
In the Edit the selected ad groups pane, under the Audience targeting section, select Target and bid.
Edit targeting setting for an association
The targeting setting determines if an ad group must serve ads only to users in the associated audiences (Target and Bid option) or to all users (Bid only option).
It is not logically possible for an ad group to be associated with one audience using the Target and Bid option and another using the Bid only option. Hence, the system enforces the same targeting setting across all the associations for a given ad group. This means if your ad group is associated with multiple types of audiences (remarketing and in-market), all of those audiences will have the same targeting setting.