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Remarketing Lists and Cookie Types

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello, 

 

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. 

1 Expert replyverified_user

Re: Remarketing Lists and Cookie Types

Top Contributor
# 2
Top Contributor

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...

We use cookies to make advertising more engaging to users and more valuable to publishers and advertisers. Some common applications of cookies are to select advertising based on what’s relevant to a user; to improve reporting on campaign performance; and to avoid showing ads the user has already seen.

 

Google uses cookies like NID and SID to help customize ads on Google properties, like Google Search. For example, we use such cookies to remember your most recent searches, your previous interactions with an advertiser’s ads or search results, and your visits to an advertiser’s website. This helps us to show you customized ads on Google.

 

We also use cookies for advertising we serve across the web. Our main advertising cookie on non-Google sites is named ‘id’ or ‘IDE‘ and is stored in browsers under the domain doubleclick.net. We use other cookies with names such as DSID, FLC, AID, TAID, and exchange_uid. Other Google properties, like YouTube, may also use these cookies to show you more relevant ads.

 

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.

 

We also use cookies named ‘AID‘ and ‘TAID‘, which are used to link your activity across devices if you’ve previously signed in to your Google Account on another device. We do this to coordinate the ads you see across devices and measure conversion events. These cookies may be set on the domains google.com/ads, google.com/ads/measurement, or googleadservices.com. If you don't want the ads you see to be coordinated across your devices, you can opt out of Ads Personalization using Ads Settings.

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. 

 

You can utilize advanced strategies to get more precise with your lists.

 

Kind Regards,

 

James

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