DV360 - Remarketing

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After you have successfully installed the Black Crow AI script on your page, you can now start using scores in DV360. To use your new scores for remarketing, you will need to create audiences and new campaigns.

Create remarketing campaigns

  1. Create 1 new remarketing campaigns with 3 duplicate line items:
    • Line Item 1 - Low Scores: Include Black Crow Remarketing Low Scores
    • Line Item 2 - Mid Scores: Include Black Crow Remarketing Medium Scores
    • Line Item 3 - High Scores: Include Black Crow Remarketing High Scores
  2. Exclude prior purchasers from all three line items
  3. Set all 3 line items to the same target bid strategy
  4. Exclude Black Crow Remarketing Scores Low, Medium, and High audiences from all other existing campaigns/line items except any prior purchaser campaigns
  5. Turn campaign live!

Best Practices:

  • Create campaigns dedicated to remarketing users only (i.e. use the targeting audience setting instead of observation setting)
  • Exclude your remarketing users from all other campaigns to ensure all remarketing users are going to your dedicated remarketing campaigns
  • Organize campaigns by users/audiences instead of keywords to allow Google to effectively capture the signal of a particular user population
  • Start with three groupings of Black Crow scores based on conversion rates and create a separate campaign for each grouping 

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