Webinar RecordingSmart Advertising: About Audiences and Remarketing in Google Ads

You’ll learn what types of audience segments are available in Google Ads. You’ll understand why first-party data segments are a strategic asset and how to use them effectively for remarketing. You’ll learn how to create audiences based on email lists: how to upload lists manually, how to generate them using enhanced conversions, and which requirements must be met. You’ll also get ready-to-use examples of Customer Match applications — for repeat purchases, lead reactivation, personalized promotions, and demand expansion.

You’ll understand the difference between audiences created in GA4 and those created in Google Ads, and learn which ones are better suited for different remarketing scenarios. You’ll learn how to create remarketing audiences in GA4 based on events, import them into Google Ads, and account for data transfer delays. You’ll also dive into how dynamic remarketing works in Google Ads: what dynamic audiences are, how to verify their setup, which technical requirements must be met (e.g., matching product IDs), and how to detect common setup errors. You’ll also learn how to check whether dynamic system audiences are being collected — to make sure you're ready to run Performance Max or other automation-based campaigns.

You’ll learn how to write a technical specification for implementing dynamic remarketing code and understand which parameters need to be passed into the dataLayer. You’ll be able to verify code implementation and configure the transfer of the necessary data to Google Ads via Google Tag Manager. If your site already has ecommerce tracking set up for GA4 — you’ll learn how to pull the necessary variables directly from the ecommerce.items array. If ecommerce tracking isn’t implemented, you’ll learn how to extract the data yourself from the page (e.g., price or product ID). After this section, you’ll know how to validate, collect, and pass dynamic product parameters to enable effective remarketing campaigns.