How to Use Precision Based Remarketing Lists


As many of you may know, e-commerce website owners are investing a lot of money into PPC advertising with Bing ads and Google AdWords. With the many different methods for online marketing out there, I thought it would be helpful if I were to share a case study that I have been conducting on an e-commerce PPC campaign specifically geared towards using dynamic remarketing with advanced audience lists and briefly explain how to set up a dynamic remarketing campaign along the way.

Unlike traditional remarketing, dynamic remarketing allows you to get very granular with your audience lists. For example, you can have an audience list optimized for each of your products or categories that your website offers. When you create your audience lists, you can create specific rules that will determine weather or not a visitor can meet the requirements to be added to that particular list. For example, you can create rules to include visitors that have added an item to their shopping cart and a separate “AND” rule that excludes anyone who visited the order confirmation page (excluding visitors who already converted) so you can remarket to those who were very close to converting.

This is a great way to increase your e-commerce PPC campaign’s ROI because you are marketing to very relevant visitors who showed an interest in a particular product by adding that item (or a similar one) to the shopping cart but did not ultimately make a purchase. Think about it: if you are shopping around for a product and something comes up, you might not go back to that same store when you finally make a purchase. The term for this type of visitor is the shopping cart abandonder, and most of the time, these abandoners just need a little remarketing magic to turn them into a paying customer.

The best part of using precision based remarketing lists is that you can segment your audience lists and serve image ads of the exact same product that the visitor had in their shopping cart. So if you go to my clients store and place an item in your shopping cart then leave without converting, you will see that same item follow you around in display ads that we created for his dynamic remarketing campaign. Needless to say, this type of innovative marketing strategy can be very effective if setup correctly and luckily for you, I am going to teach you how to create an effective dynamic remarketing campaign that uses precision based remarketing lists.

Setting up Your Remarketing Campaign With Google AdWords

First you will need to create a campaign. If you already have one setup and you are just reading this post to learn how to setup advanced remarketing lists I would recommend scrolling down to the next heading that reads, “setting up your remarketing lists”.

You are going to need to have an already established Google Merchant account in order to set up dynamic remarketing, assuming you already have one you will need to link your AdWords and Merchant center accounts. Simply log into your Google Merchant account and click on settings, then click “AdWords” then simply enter you AdWords customer ID number and click “Add”.This is what will allow your Adwords account to pull data from your Merchant center which is critical. Once your two accounts are linked up you will want to setup you campaign in Adwords, I have outlined a step by step procedure on getting this started below.

1.) Log into your AdWords account and click the +Campaign button then the Display Network Only sub-menu option as shown in the screen shot below.


Screen shot taken 4/14/2014 on

2.) In the next window that you are prompted to, give your new campaign a name first then select Remarketing next to ‘type’. And last but not least, at the bottom of the page after clicking Remarketing as the type, a blue button will appear that says “Set up dynamic remarketing“, click that.


Screen shot taken 4/14/2014 on

3.) Next, you will need to enter the email address of your webmaster or the person that will be installing the dynamic remarketing code. A screen shot of what this display window looks like is below. Keep in mind that installing your dynamic remarketing campaign is a task for an experienced webmaster (I have included some reference links for getting started at the end of this post).


Screen shot taken 4/14/2014 on

You will need to slightly modify your GA tracking code to include the double click cookie tracking method. The changes are compatible with the synchronous and asynchronous versions of the GA tracking codes and will not have an effect on any previous modifications that you may have made to your code. AdWords will provide you with 4 standard remarketing lists by default. The lists are not going to be covered as the topic of this post is about using advanced remarketing lists. So to speed things along, you can click on the ‘next’ button to skip the list review and then ‘return to campaign’ in the following two steps proceeding the step where you enter the webmasters address.

4.) Next, it’s time to setup your bidding and budget options. To learn about Google’s bidding options and which one is best for your marketing goals, you can read this helpful link from the Google Support center.  On this same page that you are prompted to, you need to also make sure that they check box next to ‘Enable dynamic remarketing’ is checked as shown in the screen shot below.


 Screen shot taken 4/14/2014 on

 You can also set your ad location and schedule settings on this page, so if you are targeting specific locations and only showing ads at certain times, you will want to make your modifications accordingly here.

Sergio Aicardi

Sergio Aicardi

Director of Operations at The Miami SEO Company
As a search engine marketing specialist and blogger, I truly enjoy sharing my insights with those that are interested in learning about the mysterious world of search engine optimization.
Sergio Aicardi
Sergio Aicardi