How to Create Audiences in Google Analytics for Google Ads Retargeting
In this video we show you step by step how to create user audiences in Google Analytics and how you can have your ads retarget shoppers who had previously interacted with one of your Shopping ads.
Audiences in Analytics are users that you group together based on any combination of attributes that is meaningful to your business.
You can configure your Google Analytics Audiences based on your desired criteria, such as designating audiences for Cart Abandoners, Bounces and much more.
By using Audiences in Google Ads campaigns, you can adjust your bids based on how these user's behavior on your website and increase bids on those who had the intent of making the purchase while lowering bids on users who did not show a purchase intent.
Here are the suggested bid adjustment values to add to each of the example audiences we created. These sample audiences are mostly tailored for Google Shopping Ads but you can use them in other types of campaigns. You can adjust these values based on how much extra you are willing to bid to get these users back to your product page and completing the purchase. Other audiences can be created based on the users intent or where they landed on your site (landing pages, product pages, etc.) :
All Users +25% (We want them to come back)
Abandoned Cart +50% (We really want them to come back)
Checkout Not Complete +75% (We really really really want them to come back)
Bounced -90% (We don't want you clicking on our ads again)
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