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Remarketing lists based on UET parameters

Note

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

Remarketing lists based on UET parameters allow you to define your remarketing lists in a more tailored way.

Remarketing lists based on UET parameters allow you to define your remarketing lists in a more tailored way. With the information you collect from your UET tag parameters, you can re-engage the customers who are more likely to convert.

There are five custom parameters available to use with your remarketing lists:

Parameter nameDefinition
Ecomm product IDA list of product IDs that the user has viewed. Multiple product IDs are supported when the page has more than one product. The product IDs must match either the ID or item_group_id attribute in the feed. Note: Ecomm product ID is a comma-separated list.
Ecomm page typeOne of the following page types:
  • Cart
  • Category
  • Home
  • Other
  • Product
  • Purchase
  • Search Results
Cart refers to the shopping cart page and purchase refers to the confirmation page.
Event actionThe name of the event, defined by you. For example, the event action will be “purchase” for an event that captured a transaction.
Ecomm categoryThe category ID for the category browse page.
Ecomm total valueThe total value of all the items in a transaction.
Notes
  • A Universal Event Tracking (UET) tag is required to use any remarketing list. Learn more about setting up a UET tag.
  • You need to customize your UET tag with the five additional UET parameters to define your remarketing lists. For the greatest flexibility, we recommend adding all five parameters.

Create remarketing lists based on UET parameters

  1. From the collapsible menu on the left, select All campaigns > Audiences.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Audiences.

  2. Select Create association.
  3. Enter a remarketing list name. Note: you cannot use the same name for two different remarketing lists.
  4. For Type, select Remarketing list.
  5. Select the UET parameter you would like to use from the URL dropdown menu.
  6. Select the qualifier contains, equals, greater than, or less than to define the rule.
  7. Enter a value.
  8. Select Save.
Note

To learn more about creating remarketing lists, see Remarketing: Target people who have visited your site before.

Create associations for targeting

  1. From the collapsible menu on the left, select All campaigns > Audiences.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Audiences.

  2. Select 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 Remarketing lists.
  5. Under Remarketing lists, select the auto-generated list that you would like to associate to your ad group or campaign.
  6. 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.
  7. Adjust the Default bid adjustment. By default, new targeting associations are set to 15%, however, the bid adjustment can range from -90% to +900%.
  8. Select Save.
Note

To learn more about creating associations for targeting, see Custom audiences: Create richer user segments with your own data.

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