Webinar RecordingSmart Advertising: About Audiences and Remarketing in Google Ads
Audiences are the cornerstone of effective advertising in Google Ads. If you're working with remarketing, dynamic remarketing, or uploading contact lists, it's essential to understand how to properly create, combine, and validate audiences—both directly in Google Ads and via GA4 imports. In this webinar, we’ll break down which segments are worth collecting, how dynamic remarketing works, and how to set everything up technically—even if you’re not a developer.
Who want to learn how to use audience segments in Google Ads to improve campaign performance.
Who aim to understand remarketing and dynamic remarketing to target audiences more precisely.
Who use enhanced conversions and want to integrate them into audience strategies, and also learn how to configure dynamic remarketing audiences in Google Ads.
MARKETERS
Who want to get more accurate user data and work with audiences based on first-party data.
Who want to expand their knowledge of audience segments in Google Ads and how they influence advertising performance.
Who are looking for practical use cases and ready-to-apply solutions for remarketing and email-based audiences.
ANALYSTS
Who work with Google Tag Manager (GTM) and want to learn how to configure dynamic remarketing tags for Google Ads.
Who need to understand how GA4 and Google Ads integrate data for effective audience creation.
Who want to improve conversion tracking, learn to write technical specifications for developers, and accurately send events to Google Ads.
programs
Webinar Syllabus
Theory & Workshop
What we will talk about
Meet the speakers. Introduction
Audience segments in Google Ads: a deep dive into first-party data segments
Customer Match: audiences based on email lists
Q&A for Part 1 of the webinar
What You Will Achieve
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.
What we will talk about
Remarketing vs Dynamic Remarketing
Verifying dynamic remarketing in your Google Ads account
Q&A for Part 2 of the webinar
What You Will Achieve
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.
What we will talk about
Writing a technical task for a developer
Setup via GTM
Q&A for Part 3 of the webinar
What You Will Achieve
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.
