Why is Search Ads 360 ending support for search-to-display and social-to-display tagless remarketing?
As part of Google's ongoing efforts to protect user privacy and commitment to comply with regulations such as the General Data Protection Regulation (GDPR), U.S. states pivacy laws, and the Lei Geral de Proteção de Dados (LGPD), Search Ads 360 is ending support for tagless search-to-display and social-to-display remarketing, which adds customers who click a designated search or social ad to a remarketing list, starting in May 2021.
Customers won’t be added to search-to-display and social-to-display remarketing lists in any geolocation.
How did Search Ads 360 capture a customer’s information for display remarketing?
When a customer clicks on a paid search ad that Search Ads 360 trafficked, Search Ads 360 adds the customer's cookie ID to its remarketing list.
Does display remarketing from search gather or share any personally identifiable information?
No. As customers are assigned a cookie ID, they are random and non-identifiable.
Can I remarket using image ads, or am I limited to text ads?
You can use any type of ad that the display network supports (image ads, Rich Media, and so forth)
How do I remarket to users who clicked on my search ads but did not convert?
Because display remarketing from search includes all users that clicked on your search ads for the labeled keywords, you would need to create a separate list in Campaign Manager 360 for all customers who specifically converted on your site for a specific Floodlight activity. To then exclude the list of users who converted on your site, you would add this as an exclusion list when selecting your settings on the display tool.