NOTE: The 'All Visitors' Audience is created automatically by Google Ads once you set up your Remarketing Tag for the first time.

Once you have your Remarketing Audiences set up, read this helpful guide on adding Audiences to your Google Shopping Campaigns in your Sales & Orders account

We typically recommend 4 key Remarketing Audiences for your Shopping campaigns with 4 distinct bid adjustment values per Audience:

  • All Visitors > +25%
  • Cart Abandoners > +100%
  • Checkout Not Complete > +200%
  • Bounced > -90%

You can set these up in Google Analytics, but before you do, perform the following:

  • Log into your account
  • Navigate to Admin > Property
  • Select the Property associated with the same View that is used in Google Ads and your S&O account
  • Navigate to Tracking Info > Data Collection
  • Under Remarketing, make sure the setting is ON
  • Under Advertising Reporting Features, make sure the setting is ON
  • Select Save

Note that Google has recently launched this as Data Collection for Google Signals. By clicking GET STARTED and continuing through the steps you will simply need to enable that:

Here’s a breakdown of the steps for each audience. For every new audience you will perform all actions under:

  • Audience Definitions > Audiences
  • Select + New Audience

For Bounced - Customers that visited but bounced immediately

  • Select Create New
  • Within the Audience Builder > Conditions
  • Select Bounces from the first drop down
  • Select =
  • Enter 100
  • Select Apply
  • Under Audience name, enter Bounced
  • Select Next Step
  • Select +Add destinations- choose the correct Google Ads destination
  • Select Publish

For Abandoned Cart - Customers that visited the cart page but did not proceed to checkout

  • Select Create New
  • Within the Audience Builder > Conditions
  • Select Page from the first drop down
  • Select contains
  • Enter the URL of youy cart page (e.g."/ShoppingCart") 
  • Note: don't include the quotes
  • Select AND
  • Select Page from the first drop down
  • Select does not contain
  • Enter the URL of your first checkout page after the cart page (e.g."/one-pagecheckout") 
  • Note: don't include the quotes
  • Select Apply
  • Under Audience name, enter Abandoned Cart
  • Select Next step
  • Select +Add destinations- choose the correct Google Ads destination
  • Select Publish

For Checkout Not Complete - Customers that have begone the checkout process past the cart page,

but did not complete their purchase.

  • Select Create New
  • Within the Audience Builder > Conditions
  • Select Page from the first drop down
  • Select contains
  • Enter the url of the client's checkout page (e.g."/checkouts") 
  • Note: don't include the quotes
  • Select AND
  • Select Page from the first drop down
  • Select does not contain
  • Enter the URL of your first checkout page after the cart page
  • (e.g."/checkout/thank_you") 
  • Note: don't include the quotes
  • Select Apply
  • Under Audience, enter Checkout Not Complete
  • Select Next Step
  • Select +Add destinations- choose the correct Adwords destination
  • Select Publish
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