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