Manage Microsoft Advertising dynamic remarketing audiences

Last update: 2023-09-29
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Microsoft Advertising accounts only

You can create a Microsoft Advertising dynamic remarketing audience when you use the search engine’s JavaScript conversion- and audience-tracking tag on your webpages. Each audience is created using a specified tag that’s included in the webpages whose users will comprise the audience. You can create multiple audiences with the same tracking tag. You can also change the name and data source for existing audiences, or delete existing audiences.

Dynamic remarketing audiences have the Audience Type “Dynamic Remarketing <Visitor Type>” (such as “Dynamic Remarketing Past Buyers”).

For more information about dynamic remarketing and how to implement the required JavaScript tag, see the Microsoft Advertising documentation on dynamic remarketing.

Create a dynamic remarketing audience

NOTE

For Microsoft Advertising accounts, the JavaScript tag must include the product ID and page type parameters.

  1. Identify the name of the Microsoft Advertising universal event tracking (UET) tag that’s included in the webpages from which the audience will be created.

    You’ll need the tag name in a later step.

  2. In the main menu, click Search > Campaigns > Campaigns. In the submenus, click Live > Audiences > Library.

  3. In the toolbar above the data table, click Create.

  4. Select the ad network and the account name, and then click Continue.

  5. Specify the audience information:

    1. In the Data Source menu, select Dynamic Remarketing List.

    2. Enter the Audience Name.

    3. From a list of all available tags for the search engine account, select the name of the Microsoft Advertising UET tag that’s included in the webpages whose users will comprise the audience.

    4. Select the visitor type for the audience, which is based on visitor actions on the relevant webpages: General Visitors, Product Searchers, Product Viewers, Past Buyers, or Shopping Cart Abandoners.

    5. Specify the number of Membership Days, which is the number of days a user’s cookie stays in the audience. Values can range from one (1) to 180.

      Use the length of time for which you expect your ad to be relevant to the user.

  6. Click Post.

NOTE

Your Microsoft Advertising dynamic remarketing lists are eligible for targeting once they include at least 300 users.

Edit a dynamic remarketing audience

You can change the name and data source for a Microsoft Advertising dynamic remarketing audience. You can’t edit the value of the Membership Days setting.

  1. In the main menu, click Search > Campaigns > Campaigns. In the submenus, click Live > Audiences > Library.

  2. Select the check box next to the audience to edit.

  3. In the toolbar above the data table, click Edit.

  4. Edit the audience information:

    1. In the Data Source section, click Edit.

    2. (Optional) Change the Audience Name.

    3. (Optional) From a list of all available tags for the ad network account, change the name of the Microsoft Advertising UET tag that’s included in the webpages whose users will comprise the audience.

    4. (Optional) Change the visitor type for the audience, which is based on visitor actions on the relevant webpages: General Visitors, Product Searchers, Product Viewers, Past Buyers, or Shopping Cart Abandoners.

    5. Click Post.

Delete a dynamic remarketing audience

  1. In the main menu, click Search > Campaigns > Campaigns. In the submenus, click Live > Audiences > Library.

  2. (Optional) Filter the list to include specific audiences.

  3. Select the check box next to each audience to delete.

    For tips on selecting multiple rows, see “Select multiple rows.”

  4. In the confirmation message, click Delete.

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