Below are my recommended Google Ads audience setup for most e-commerce businesses.

Google’s Built-in Lists

Before you begin creating your own lists, you should first install the Google Ads dynamic remarketing code which will cause Google to automatically create some built-in lists:

  • Shopping cart abandoners (30 days)
    People who added products to the shopping cart but did not complete the purchase
  • Product viewers (30 days)
    People who viewed specific product pages on your site but did not create a shopping cart
  • Past buyers (30 days)
    People who purchased products from you in the past
  • All visitors (30 days)
    People who visited pages that contain your remarketing tags
  • All converters (180 days)
    People who converted on your site. Based on your conversion tracking tag.
  • General visitors (30 days)
    People who visited your website but did not view any specific products

Additional Audiences to Create

The additional audiences to create are based on Google’s built-in audiences, but with expanded membership durations.

Shopping Cart Abandoners Audience

Google will have already created a “Shopping cart abandoners” audience with 30 day time window. We will create these additional audiences:

  • (optional) Shopping cart abandoners: 1d
  • (optional) Shopping cart abandoners: 4d
  • Shopping cart abandoners: 10d
  • Shopping cart abandoners: 90d
  • Shopping cart abandoners: 180d

Setup these audiences as follows (Assumes you are using Shopify)

  • Name: Shopping cart abandoners: xd
  • List Members: Visitors of a page who did not visit another page
  • Visited page: URL contains cart
  • Unvisited page: URL contains thank_you
  • Membership Duration: x days

Past Buyers Audience

Google will have already created a “Past buyers” audience with 30 day time window. We will create these additional audiences:

  • (optional) Past buyers: 10d
  • Past buyers: 90d
  • Past buyers: 180d
  • Past buyers: 365d
  • Past buyers: 520d

Setup these audiences as follows (Assumes you are using Shopify)

  • Name: Past buyers: xd
  • List Members: Visitors of a page with specific tags
  • Tags: Purchase
  • Membership duration: x days

Product Viewers Audience

Google will have already created a “Product viewers” audience with 30 day time window. We will create these additional audiences:

  • Product viewers: 10d
  • Product viewers: 90d
  • Product viewers: 180d
  • Product viewers: 365d

Setup these audiences as follows (Assumes you are using Shopify)

  • Name: Product viewers: xd
  • List Members: Visitors of a page who did not visit another page
  • Visited page: URL contains product
  • Unvisited page: URL contains cart
  • Membership Duration: x days

General Notes

  • The higher your sales volume, the more granular you will want to get. And the more useful shorter timed memberships will be (in particular for cart abandonment).
  • The lower your sales volume, the less useful short duration memberships will be (in particular for cart abandonment)
  • You should generally add all these lists as “Observations” to all your campaigns.

More Reading…

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