Target remarketing lists in Surveys 360

Step 1. Select your audience

Select Remarketing list as your audience. If you don't have an Google Ads account you will be prompted to learn how to get access to remarketing lists.

 

Step 2: Select your country

Select your country. Note: language is determined by country.

 

Step 3: Search for a list

Click on Search for a list, and enter some keywords, e.g. "visitors." An autocomplete field shows the available remarketing lists matching the search terms. Select a list.

 

Step 4: Confirm and continue

After selecting a remarketing list, verify the metadata that appears to the right then click CONTINUE to proceed to survey creation.

 

What types of remarketing lists can be used?

You can use all audience lists (except CRM and similar user lists) for remarketing if you have full rights to use the list.

Scenario	How is the list created	Usage for Remarketing
Scenario 1 - regular audience lists	Audience lists created off of clicks/ engagements/ site visits.	Yes
Scenario 2 - audience lists where advertiser has full rights to list	Audience list created off of impressions with Publisher permission and with all necessary approvals/ permissions as required by Google Ads/ Platform Policy.	Yes
Scenario 3 - audience lists where advertiser does not own list	Audience list created off of impressions without Publisher permission and/ or non-compliant per Google Ads/ Platforms Policy.	No
Scenario 4 - third party cookie lists	Audience list or segment is created by using third party cookies and bought or leased by a client	No
Scenario 5 - audience lists from YouTube video view	Linking Google Ads and YouTube Accounts to create lists of users who have seen or interacted with a YouTube video	No

Remarketing List Targeting FAQs

What is remarketing list / audience list / userlist / cookie list targeting?

• A remarketing list from an ad perspective is used to find users who have been to a website or seen an ad with the intention of serving them a personalized or highly targeted ad based on their history. The remarketing list targeting with Surveys 360 enables researchers to target surveys to userlists/cookies from an existing audience list

How does remarketing work?

• A remarketing list is a list of DoubleClick cookies - where the user is tagged or pixeled when they load a site or advertisement. "Pixeled" is when a user loads a site or ad and a 1x1 transparent pixel is loaded from a different domain. The domain records the user's cookie or gives the user's browser a new cookie.

How can someone create a cookie list?

• Google has technology called Smart Pixel that drops and records a DoubleClick cookie to create a list. Other companies can create their own cookie lists and then use a Data Management Platform (DMP) to connect their cookies to DoubleClick cookies.

Learn more about How to create a remarketing list.

Four audience list scenarios

Scenario	How list is created	Usage for remarketing	Usage for Surveys 360
regular audience lists	Audience lists created off clicks, engagements, site visits.	Yes	Yes
audience lists where advertiser has full rights to the list	Audience lists created off impressions with Publisher permission and with all necessary approvals or permissions as required by Google Ads or Platforms Policy.	Yes	Yes
audience lists where advertiser does not own list	Audience list created off impressions without Publisher permission and/or non-compliant per Google Ads or Platforms Policy.	No	No
third-party cookie lists	Audience lists or segments created by using third party cookies and bought or leased by a client.	No	No

Why do companies use remarketing lists?

• Reach people when they're most likely to buy
• Lists tailored to your advertising goals
• Large-scale reach
• Efficient pricing
• Easy ad creation
• Visibility over where your ads appear
  • More information: About remarketing

In the market research world, why do a remarketing list targeted survey?

• Surveying Existing Customer Segments
• Customer Satisfaction measuring
• Following up on lost purchases (abandoned shopping carts)

At a high level, how does Surveys 360 run a remarketing list survey?

1. Client uploads userlist or audience ID to Google Ads.
2. Client targets survey to the remarketing list and launches the survey via self-serve Creator UI.
3. When users come on to a site in our publisher network and have a cookie on that list - they will get the survey.

Where can I get more information about remarketing?

• Remarketing overview
• How remarketing works
• Create a remarketing list

What are important things to consider when targeting remarketing lists?

• For each cookie list, we can find on average 0.25% of users (1,000 cookies will get them ~2.5 users). This is because the user has to come to one of the sites on our publisher network.
• On average we see a 30% completion rate (answers/impressions) across all surveys (get about 1 answer for every 1,000 cookies over a 7 day period). The safest ratio is 1 user:1000 cookies.
• Cookie lists must be on Google Ads or DoubleClick to be usable.

What are the limitations or remarketing in Surveys 360?

• Mobile-heavy/multiple remarketing lists are not supported
• Demographic targeting such as age, gender and geography (state/region) cannot be used
• Users listed over 365 days ago are removed
• For a list of policies around what cannot be used with remarketing surveys please visit our program policies page on Interest-based surveys (including remarketing)

Why can't creators see the remarketing lists in Surveys 360?

• It is possible that some creators who are running research aren't necessarily the direct owners of the Google Ads accounts where the remarketing lists are uploaded.
• It is also possible that we don't support the remarketing lists, such as audience lists that are created off impressions without Publisher permission and/or non-compliant per Google Ads or Platforms Policy, and audience lists or segments created by using third party cookies and bought or leased.

What remarketing lists can I create?

• You may create:
  • Remarketing Audiences around user behavior. Learn more
  • Remarketing Lists for Search Ads with Analytics. Learn more
  • Note: Cookie lists must be on Google Ads or DoubleClick to be usable.