Impression-based remarketing: Reach people who have viewed your ads

Note

• Generate impression-based remarketing lists using any campaign or ad group. You can use up to 20 campaigns or ad groups to generate a list.
• If your list is generated using at least one Audience campaign/ad group, then you can associate it with any campaign type. However, if your list isn't generated using any Audience campaigns/ad groups, then you can only associate it with Audience campaigns.

Target potential customers who have previously viewed your ads with impression-based remarketing. Impression-based remarketing is an audience list made up of people who have seen your ads on the Microsoft Advertising Network. Simply choose up to 20 eligible campaigns or ad groups in your account and we'll use them to automatically generate your audience list. Then, you can share your impression-based remarketing lists across any account under your manager account. The list will continuously and automatically update as more people view your ads.

For example, say you're an advertiser looking to build brand awareness. You want to run a Premium Streaming campaign spotlighting your brand and then you want to remarket to customers who viewed those ads. When creating your impression-based remarketing list, you choose the Premium Streaming campaign you want to use for it and specify how far back in time Microsoft Advertising should look for ad impressions. Then, your list will automatically generate based on the unique impressions the campaign receives. You can associate your list with other campaigns and ad groups to remarket to people who have seen your ads. In this example, the audience list can help drive clicks and conversions, and maximize brand awareness, allowing you to enhance customer engagement with your brand.

For more information about editing your audience list association, see below.

The benefits of impression-based remarketing

• Enhance brand visibility. Improve brand awareness by reaching curated audiences who have previously viewed your ads and are more likely to click on your ads or make purchases.
• Connect the customer journey. Create meaningful, relevant connections with potential customers through sequential ad messaging.
• Improve bids and targeting. You can set up campaign or ad group targeting and then apply bid adjustments to increase or decrease ad exposure to people in your audience list. As with all audience targeting, you have the option to show ads to everyone or only the customers in your audience list. To learn more about bid adjustments, see How to target my customers by adjusting my bids
• Simple setup. Impression-based remarketing lists are easy to set up and don't require UET tags. People don't need to have clicked your ads or made purchases on your website to be included in the list, as it's generated simply using ad impressions.
• We use first-party, privacy-protected data. To generate impression-based remarketing lists, we use the data associated with your ads and campaigns rather than relying on a third-party.

How do I create an impression-based remarketing list?

1. From the navigation menu on the left, select Tools > Audiences.

2. Select Create.

3. Enter a Name for your audience list.

4. For Type, select Impression-based remarketing list.

5. Select Next.

6. Choose whether you want to generate the list using campaigns or ad groups.

7. Select up to 20 campaigns or ad groups that we'll use to automatically generate your list.

8. Enter the Membership duration, specifying how far back in time you want Microsoft Advertising to look for ad impressions to add people to the list.

   Note

   The membership duration is seven days by default and the maximum is 30 days, but we recommend choosing a duration that's seven days or more based on your customer buying cycle. Your list will continue to be updated as more people view your ads, however it takes a few days for your audience size to update. We require at least 1,000 or more in the audience size for your audience list to serve.

9. (Optional) Enter a Description for your audience list.

10. Below Sharing, choose whether you want to share this list with the account you are currently using or across all accounts under your manager account.

    Note

    If you're sharing your list across all accounts under your manager account, not all those accounts will be able to edit the list. Only the account associated with the campaign the list was generated from can edit the list.

11. Select Save.

    Note

    After you create your audience list, you can associate it with a campaign or ad group.

Associating and editing lists

• How do I associate an impression-based remarketing list?

  For information about associating your audience list with a campaign or ad group, see Associate audiences with ad groups or campaigns.

• How do I edit an impression-based remarketing list association?

  Follow these steps to pause, delete, exclude, or change the bid adjustment for your audience list:

  1. From the navigation menu on the left, hover over Campaigns and select Audiences.
  2. Select the checkbox next to the appropriate audience list > Edit.
  3. Select Pause, Delete, Exclude, or Change bid adjustment.
  4. Select Save.