Any marketer will tell you that segmenting your audience is a powerful tactic to reach a more qualified market. And up until this point, this tactic has been limited to larger retailers with bigger budgets.

The introduction of Google Dynamic Remarketing (GDR) changes all of that and takes it a step further. Advertisers can now retarget customers with product-specific ads AND target segmented audiences.

With these two elements, an advertiser can theoretically target a shopping cart abandoner with an ad that says something along the lines of:

“Hey [abandoner], remember this pair of shoes? You can get them 30% off today only!”

The Segments

In addition to an “All visitors list” (encompassing everyone who has been on your site, regardless of activity), Google gives you 4 default audience segments. Here they are below, including how the dynamic ad will be structured AND Google’s recommended CPC bid: [ws_table id=”18″]

More Segmentation Options

Choosing how to target your ads comes in the latter stages of creating your dynamic remarketing campaign. Check out this detailed walkthrough on how to retarget any of the above 4 audiences in the Adwords interface.

But segmenting your audience can even go beyond Google’s recommendations. The rule of thumb for bidding on remarketing ads is to bid higher on people who have gone farther down the funnel (ex. viewed product > added to cart > made a purchase). Here are some other ways you can segment your repeat visitors:

  • Google-dynamic-remarketing-segment-variablesVisitors that abandon a cart that’s more than $100: The more money a shopper ALMOST puts on the table, the more they intended to make a purchase.
  • Visitors that go to specific category pages: Google can actually use the login data of it’s users to target them with ads if they visit other websites that have similar products/categories associated with your store.
  • Visitors that visit one of your best-seller product pages: If it’s a top-seller, it may make sense to bid more to push it to a shopper again.
  • You can create a dynamic remarketing combination.
  • OR segment by other variables like display keywords, topics, placements, age, and gender


Want to Learn More About Google Dynamic Remarketing?

Check out the Google Dynamic Remarketing Guide Book! 

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About the AuthorJon Gregoire is the Director of Demand Generation at CPC Strategy. Jon heads up email marketing, content strategy, co-marketing, and revenue cycle efficiency. A UC San Diego grad, Jon is a Chicago native and full-time San Diego tourist. He enjoys Bear Grylls-like backpacking trips, archery, weekend getaways in Southern California, watching his beloved Chicago Bears, and bidaily coffee consumption. Want to pitch a story? Reach out directly at jon(at) See all posts by this author here.