About product audiences

About product audiences

Learn about creating product audiences to remarket to customers who have interacted with a specific product.

Not everyone has this feature yet. If you don't, don't worry — it's coming soon!

Product audiences are dynamic remarketing lists that pair customers with specific products based on the products they have looked at, considered, or already purchased on your website. You can use product audiences in both search campaigns and audience campaigns (not everyone has audience campaigns yet).

Why use product audiences?

Targeted audience reach. Show tailored ads for specific products to people who have already shown purchase intent signals for those very products.

Boosted performance. Product audiences can increase the likelihood of clicks and conversions, and can provide a better return on ad spend than standard remarketing lists.

Easy to use. You can create five types of product audiences — general visitors, product searchers, product viewers, shopping cart abandoners, and past buyers — so you don't need to create a remarketing list for each individual product.


Before you start setting up product audiences, make sure you have:

  • A Microsoft Merchant Center catalog feed. What is Microsoft Merchant Center?
  • A JavaScript UET tag: Create a Microsoft Advertising UET tag and add the UET tag tracking code to every page of your website. You will need to add two new parameters to the UET tag: Page Type and Product ID (this product ID must match the ID in your Microsoft Merchant Center catalog feed). See the below "How do I modify my UET tag for product audiences?" section for more information.
    • JavaScript is required to ensure you have access to the full functionalities of conversion tracking and remarketing. If you are using a non-JavaScript tag, please switch over to a JavaScript tag.
  • The ability to edit website code: Either you or your webmaster will need to edit your website code.

Using product audiences

How do I create a product audience? expando image
  1. In the left pane, click Shared Library and then View audiences.
  2. Click Create audience.
  3. Give this audience a unique name.
  4. For Type, select Product audience.
  5. Click Next.
  6. Select the UET tag you want to use.
  7. For Whom to add to your audience, select which type of product audience you want to target and set the time frame for eligible customers.
    Product audienceWhen to use this audience
    General visitorsReach a broader base of your potential customers. These people have visited your website, showing interest in your brand or offerings.
    Product searchersReach users who've shown intent. These people have visited your website and searched for products on your site, showing even more interest in your offerings.
    Product viewersReach users who've shown clear intent. These people have visited your website and viewed your products, showing a clear interest in your offerings.
    Shopping cart abandonersReach users who've shown very strong intent. These people added items to their cart, and, while they didn't make a purchase, this shows a very strong interest in your offerings.
    Past buyersReach users who've purchased from you in the past. These people could purchase again, be it the same product or a related product (via a cross-sell or upsell).
  8. Copy the code you see on the page, modify it with the appropriate product ID and page type (see "How do I modify my UET tag for product audiences?" below for more information on this step), and then paste it into your UET tag on your website.
  9. For Tag name, select the UET tag you want to use with this product audience.
  10. Click Save.
How do I modify my UET tag for product audiences? expando image

You need to add custom parameters to your JavaScript UET tag tracking code for product audiences. If you haven't already added the UET tag tracking code to your website, take a look at How do I add a UET tag to my website?

Add the following JavaScript to the end of the UET tag tracking code in each page of your website:

     window.uetq = window.uetq || [];
   window.uetq.push ('event', '', {'ecomm_prodid': 'Replace_with_Product_ID', 'ecomm_pagetype': 'Replace_with_Page_Type'});

  • Both product ID and pagetype are required on every page. Missing either value would keep your product audience from updating.
  • In the 'event', '', part of the tag, make sure the two single-quotation marks after 'event', remain empty.

In the above JavaScript, change the following parameters:

  • Replace_with_Product_ID : Replace this with one of the following product IDs:
    • The exact SKU ID that uniquely identifies a product. This is sometimes called a UPC (universal product code).
    • An item group ID representing a set of variants for the same product (such as color or size options).


    The product ID in your JavaScript code must match an ID in your Microsoft Merchant Center product feed.

  • Replace_with_Page_Type : Replace this with the one of the following values in the right-hand column of this table, depending on the page you will be using this JavaScript in:
    Product audience you're trackingRequired page type
    General visitorshome/category/other, purchase*
    Note: Any user not included in the page type for searchresults, product, cart, or purchase will be included in the general visitors audience.
    Product searcherssearchresults, purchase*
    Product viewersproduct, purchase*
    Shopping cart abandonerscart, purchase*
    Past buyerspurchase

    *The purchase page is required for all audiences to allow you to remove the customer from an audience after the customer makes a purchase.

To see an example of a product audiences UET tag tracking code installed in the body of a webpage, visit this webpage (English only), right-click in the webpage, and then click View source or View page source depending on your browser. On this page, you can also define a product ID and page type, and then click a button to trigger a custom event for this product audience. If you use a third-party monitoring tool like Fiddler, you can see the HTTP request generated to bat.bing.com to report each custom event.

  • As your webpage loads, it triggers the UET tag, resulting in a number of HTTP requests. The most important request is to "bat.bing" (the one that looks like "http://bat.bing.com/action/0?ti=..."). This request tells Microsoft Advertising about the user visits to your webpage. You can use third-party tools such as Fiddler to monitor all the requests that your browser is making when your webpage loads.
  • For custom events, an additional HTTP request is triggered to report the same to Microsoft Advertising. The request is similar to the bat.bing but it has different parameters to report custom event (as opposed to just page visit).
  • You can validate that your product audience UET tag tracking codes are working using the UET Tag Helper.
How do I associate a product audience with a search campaign?expando image
  1. From the Campaigns page, click the Audiences tab.
  2. Click Create association.
  3. Select the ad group or campaign you want to associate with one or more audiences.
  4. Under Ad group targeting or Campaign targeting, select the audience categories you want to target.
  5. Select your Targeting setting:
    • Bid only: Shows ads to people searching for your ad, with the option to make bid adjustments for the selected audience.
    • Target and bid: Shows ads only to the selected audience, with the option to make bid adjustments.
  6. Adjust the Default bid adjustment if necessary. By default, new targeting associations are set to 15%, but the bid adjustment can range from -90% to +900%.
  7. Under Ad group exclusions or Campaign exclusions, select an audience to exclude, if needed.
  8. Click Save.
How do I set up product audiences for audience campaigns? expando image

Not everyone has this feature yet. If you don't, don't worry — it's coming soon!

  1. From the Campaigns tab, click Create campaign.
  2. For What's the goal of this campaign?, select Sell products from your catalog.
  3. On the What kind of ads do you want to run for this campaign? window, click Audience ads.
  4. Follow the steps for creating an audience campaign as described in this article. Make sure that, in step 2, you select the Audience target criteria and your product audience.
Can I use a "Target and bid" setting for one audience list and a "Bid only" setting for another audience list in the same ad group or campaign? expando image
No, you can only select one targeting setting per ad group or campaign that will apply to all your audience lists in that ad group or campaign (either "Target and bid" or "Bid only"). It isn't possible to use different targeting settings in the same ad group or campaign for remarketing lists, in-market audiences, and custom audiences. Whichever setting you've selected most recently ("Target and bid" or "Bid only") overrides any previous settings.


Product audiences are just one of our audience targeting options.

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