Maximize customer potential with adaptive remarketing

Remarketing lists are a great way to reconnect with previous visitors to your website. They can also provide valuable customer insights that can be used to find new opportunities to help you reach your goals. However, due to the number and size of your lists, these insights can often be difficult to identify.
With adaptive remarketing, DoubleClick Search will automatically find those opportunities and create more focused remarketing targets to help you reach visitors who are interested in other products and services you offer.

Get more out of your remarketing lists

Adaptive remarketing is easy to use. Simply enable “remarketing targets” under Adaptive settings in your campaign settings page after applying a Smart bidding strategy or conversion goal. DoubleClick Search will then continuously compare the conversion rates of your remarketing lists against the conversion rates of the campaigns they’re applied to. Whenever a list has a conversion rate that varies significantly from its campaign, a new remarketing target will be created so you can set optimal bid adjustments.
For example, let’s say you’re a travel advertiser with a campaign for vacations in Chicago. You know you’re reaching people who’ve shown interest in traveling to Chicago, however you might not realize that conversion rates for Chicago may be higher for audiences who’ve previously shown interest in other cities.
By comparing performance, adaptive remarketing sees that many people who purchase Chicago vacations are the same ones who’ve shown interest in San Francisco vacations. As a result, your ‘San Francisco’ remarketing list would be automatically applied to your Chicago campaign, allowing you to easily adjust your bids for these customers to drive more revenue.

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