Scenario

AI-generated Key Takeaways

• This guide demonstrates how to target specific user segments for remarketing using rule-based user lists in Google Ads, based on custom parameters like event, cart size, and checkout date.

• It focuses on creating rules to identify high-value users, such as those with large shopping carts who initiated checkout or those who purchased during specific months (November/December).

• By implementing these rules, you can effectively increase bids for targeted ad campaigns to re-engage these valuable user segments, potentially leading to higher conversion rates.

• The example illustrates how to structure a rule_based_user_list to capture users fulfilling either of two criteria: having multiple items in their cart and reaching the checkout page, or having completed a purchase in November or December.

Say you have a site where you've configured several custom remarketing tag parameters to capture the following attributes of users:

• event - The category of page on your site, such as checkout, cart, etc.
• cartsize - The number of items in a user's shopping cart.
• checkoutdate - The date on which a user checked out. You only set this parameter when a user has actually completed a purchase.

You're interested in showing more impressions to users who have placed multiple items in their shopping carts and initiated the checkout process. You also want to find users who have made a purchase during November and December because you plan to have a big sale on your site during those months.

You can describe this set of users with either of the following rules:

1. Users who visited the checkout page and had more than one item in their cart.
2. Users who checked out during the months of November or December.

If a user falls into either category 1 or category 2, you want to increase your bids in specific ad groups or campaigns by 25%.

Objects

Take a look at the structure of a rule-based user list. A rule-based list is represented in the Google Ads API as a rule_based_user_list.

The following diagram shows what the rule_based_user_list for this use case will look like when we're done.