Remarketing Lists and Cookie Types
What determines the cookie type for a remarketing list? The number of search cookies and display cookies is always different so there must be some distinction. I've asked others who are familiar with Adwords and no one seems to know. What are the conditions for a person's cookie data to be collected as search cookie and causes persons cookie data to be collected as display instead?
Looking forward to the revelation. Thanks.
Re: Remarketing Lists and Cookie Types
Hi @Michael W,
There is a difference since not all users can be added to a remarketing list due to limitations.
Google won’t allow advertisers to use GDN dimensions for age, gender or interests as well as a slew of Analytics demographics and technology dimensions such as language, location, operating system, browser, device category and others in remarketing lists for search ads.
As for cookies...
Sometimes an advertising cookie may be set on the domain of the site you're visiting. In the case of our DoubleClick product, a cookie named ‘__gads’ may be set on the domain of the site you're visiting. Unlike cookies that are set on Google's own domains, this cookie can't be read by Google when you're on other sites. It serves purposes such as measuring interactions with the ads on that domain and preventing the same ads from being shown to you too many times.
Google also uses conversion cookies, whose main purpose is to help advertisers determine how many times people who click on their ads end up purchasing their products. These cookies allow Google and the advertiser to determine that you clicked the ad and later visited the advertiser's site. Conversion cookies are not used by Google for personalized ad targeting and persist for a limited time only. A cookie named ‘Conversion‘ is dedicated to this purpose. It's generally set in the googleadservices.com domain (you can find a list of domains we use for advertising cookies at the foot of this page). Some of our other cookies may be used to measure conversion events as well. For example, DoubleClick and Google Analytics cookies may also be used for this purpose.
With that said, When a user’s behavior meets the criteria you’ve specified, the associated cookie or Device Advertising ID is included in the audience. When any of the users with those cookies or IDs later visit sites on the Google Display Network or use Google Search, they are eligible to see one of your remarketing ads if you win the ad auction.
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