Remarketing is available in the content network only and applied at the ad group level.
The content network setting needs to be for placements, not keywords for maximum reach.
The best set up is a new campaign for placements and an ad group with no active placements in it.
If you want to get the most out of it, have AdWords Conversion Tracking enabled and running, it will import and use some of the same tags.
KNOW what/who you want to remarket to BEFORE you start setting up. Strategy first, then implementation.
Create a shell campaign targeted to the content network, automatic placements- relevant pages across the network. Target to all devices or whatever your preference and set the maximum CPC to $2 at minimum, $4 for CPM. (If you’re after view through conversions, go with the CPM setting.) Add a site address in the managed placements list as a placeholder and pause that site. Leave the ad group active. In settings, set the frequency cap for the amount of times you want to remarket to users, this is particularly useful for CPM campaigns, CPC can forgo this. If you typically utilize demographic targeting on the content network or have a very specific audience that you use it for, you can layer it into the remarketing settings. However, it will only apply to sites that Google has access to demographic info for- like MySpace, YouTube, etc; It won’t do anything or have minimal impact on any other sites. If you plan on remarketing to a specific demographic of users in MySpace than go ahead and implement those settings. Populate the ad group with your favorite text and/or display ads. Add in your usual list of negative sites or placements if you’ve got any. Later on, you’ll be able to add in negative audiences as well. (See the very end of the post for more on this.) For ad display settings- optimize or rotate, works the same as on the regular content network. Save and then click on that audiences tab, cause it’s time to start creating some remarketing lists and custom combinations!
If you generated new tags, those will need to be placed on the page(s) that you want visitors that hit to be re-marketed to before the program can start working. They should be implemented just like AdWords Conversion tracking, insert the code snippet between the body tags.
Bids can be set at different levels for different lists, so be sure to assign the right value to each list by the users you’re targeting. A visitor that abandoned a full cart is more valuable than one that doesn’t add to the cart at all and should be treated as a higher value visitor.
If a user frequents a specific site and is also a customer of yours, you can opt to have your ads not to show to them while they are using that site. Instead you can save your advertising dollars to capture those that engaged your site but did not convert. In this option, you can layer audiences using the values of AND, OR and NOT to pull in and exclude from specific interest categories and other remarketing lists.
Broad Match: Matching search query only needs to loosely match 1 word of any of the terms contained within your bidded keyword to display your ad. Targeting & Control: Keyword matching is very loose with a low level of control. Bidding Strategy: Initial bids should be set at a minimum.
Anchor Modified Broad Match Matching search query must match the designated “anchor” word contained in the bidded keyword to display ad. Targeting & Control: Limited keyword targeting with minimum level of control. Bidding Strategy: Initial bids should be low for testing and new keyword discovery.
Dual Anchor Modified Broad Match: Matching search query needs to match the 2 designated “anchor” words contained in your bidded keyword. Targeting & Control: Selective keyword targeting with a moderate level of control. Bidding Strategy: Initial bids should be moderate.
Fully Modified Broad Match: Matching search query needs to match all of the designated “anchor” words contained within the bidded keyword. Targeting & Control: Very good keyword targeting with higher level of control. Bidding Strategy: Initial bids can be set at a competitive level.
Modified Broad Match http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=175280