Travis Rice

by Travis Rice | Search Marketing Strategy

The holiday season is quickly approaching, and as we move into October, most ecommerce advertisers will begin to ramp up advertising spend as consumers begin their holiday shopping. Dynamic remarketing – or remarketing specific products or product types to site visitors who viewed them – is one of the best ways to capitalize on increased site traffic over the holidays. There are a few different ways to set up your dynamic remarketing account to drive higher purchase orders and push more popular products during this holiday season. Here are a few audiences you could create, or you could use them as inspiration for new, custom tailored audiences for your ecommerce account.

Audience 1: High AOV Product Page Viewers

We implemented this audience for an advertiser this summer, and the high-AOV ad group drove 139% higher value per conversion compared to the more generic ‘product viewers’ ad group.

The high Average Order Value (AOV) audience should include visitors who clicked through to specific high-revenue or high-margin products. The goal is to remarket to this audience with higher bids than you would use for lower-AOV page viewers. You can then show ads to this audience for the exact pricier products they were previously browsing. This could be especially profitable as we move into the holiday season and consumers are willing to spend some extra dollars on themselves and loved ones.


Assuming you have an active product feed and dynamic remarketing tag already in place, the next step is to create a new remarketing list. Name the list and click on ‘rule’ to find the ‘ecomm_totalvalue’ option. At this point you’ll need to determine what a high AOV is for your business to set the ‘greater than’ threshold.



When creating these lists, make sure you then create a custom combination audience for ‘product page viewers’ that omits this new audience.

Audience 2: Best Selling Product Views

The second audience that can be impactful over the holiday targets an audience that views pages of your best-selling products over the holidays. This audience will help you convert visitors who look at your top sellers without committing immediately. Since dynamic remarketing is feed-based, you will need to reference the product ID from your product feed. You can add multiple products to this audience or target one product per audience.


Audience 3: Shopping Cart Abandoners

Admittedly, targeting shopping cart abandoners is a best practice for remarketing campaigns of any type, but you should definitely target them during the holidays. Cart abandoners typically have a higher conversion rate than category viewers or product viewers, and these audiences are a great way to remind shoppers that they have yet to complete a purchase.

With these three audience additions, you will gain greater control over your dynamic remarketing. Once you understand the performance of the different lists, you can implement more aggressive bids for the top-performing lists to increase revenue from these prior visitors.