As users move through the final steps of creating their search campaigns in the Google Ads Launch Wizard, they’ll now notice an important improvement in the retargeting flow. Previously, the system allowed only a single retargeting condition, limiting how audiences could be built. With the latest update, users can now select multiple retargeting criteria at once—such as visitors who clicked on ads but didn’t convert, those who viewed specific products, or anyone who browsed the website more broadly.
This enhancement gives users the ability to combine several behaviors into a single audience, making retargeting campaigns more flexible, more aligned with user activity, and easier to launch with greater precision.
🚀 Step-by-Step Instructions
🚀 Step-by-Step Instructions
🟣 Step 1 — Open Smart Ads and View Your Campaign Dashboard
🟣 Step 1 — Open Smart Ads and View Your Campaign Dashboard
Here's a Loom with the exact steps!
1. In the left sidebar, scroll down.
2. Click on Smart Ads — the icon with the speech-bubble and spark symbol.
3. This will open the Smart Ads module, where OTTO Google Ads is located.
4. On the side bar menu make sure you're in Campaign Hub
5. Click on + Create New Campaign.
🟣 Step 2 — Choose Your Campaign Type
🟣 Step 2 — Choose Your Campaign Type
You will be prompted to select whether you're launching a Search Campaign or a Retargeting Campaign.
Select Retargeting Campaign and then choose the business associated with this campaign.
Click Continue →.
🟣 Step 3 — Complete Conversion Tracking Setup (If Required)
🟣 Step 3 — Complete Conversion Tracking Setup (If Required)
If conversion tracking is not yet configured, you'll see a message prompting you to finish this step.
You will need to:
Open the Google Ads Conversion Tracking setup page.
Install the required tracking tag on your website.
Click Verify Tracking to proceed.
🟣 Step 4 — Build Your Retargeting Audience / Select Multiple Retargeting Criteria (New!)
🟣 Step 4 — Build Your Retargeting Audience / Select Multiple Retargeting Criteria (New!)
Once tracking is verified, you'll arrive at the audience-building interface.
Here you can choose:
Products for Retargeting
Conversion Goals
Retargeting Window (15, 30, 60 days)
Audience Criteria (this is where the new update matters)
The user can now select multiple retargeting behaviors, such as:
People who clicked the ads and didn’t convert
People who visited specific product pages
People who visited the general website
You can combine all of them into a single retargeting audience.
Click Continue → when done.
🟣 Step 5 — Choose a Bidding Strategy
🟣 Step 5 — Choose a Bidding Strategy
You’ll now choose how Google should optimize your bids.
Available options include:
Maximize Conversions
Maximize Conversion Value
Maximize Clicks
Target Impression Share
Set a custom CPA target
Select your strategy and click Continue →.
🟣 Step 6 — Allow OTTO to Automatically Create Smart Ad Groups
🟣 Step 6 — Allow OTTO to Automatically Create Smart Ad Groups
OTTO will now process your selections and automatically generate smart ad groups based on visitor behavior.
🟣 Step 7 — Review and Approve Retargeting Ad Groups
🟣 Step 7 — Review and Approve Retargeting Ad Groups
Once generated, you must review the list of ad groups and approve them before moving to the ad-level view.
You can expand each group to review its targeting details.
Click Continue with X Ad Groups →.
🟣 Step 8 — Review and Approve Retargeting Ads
🟣 Step 8 — Review and Approve Retargeting Ads
Next, you’ll see the complete ads that OTTO generated, including:
Ad preview
Headlines
Descriptions
Sitelinks
You may edit individual ads or bulk-approve them.
Click Continue → when ready.
🟣 Step 9 — Final Step: Audience Population Notice
🟣 Step 9 — Final Step: Audience Population Notice
If your retargeting audiences are still populating (this can take up to 72 hours), you will see this message: At this stage you can choose:
I’ll activate manually, or
Activate Automatically once audiences are ready
If you prefer, you can launch immediately (not recommended if audiences are small).
❓ FAQs
❓ FAQs
What is the new update about?
What is the new update about?
💡 The user is now able to select multiple retargeting criteria when saving audiences.
What types of retargeting criteria can be selected?
What types of retargeting criteria can be selected?
⚡ People who clicked ads and didn’t convert, visited the product, or visited the general website.
What can the user do after selecting criteria?
What can the user do after selecting criteria?
✅ Put them all together and launch retargeting campaigns.
With the new ability to select multiple retargeting criteria, users can now build audiences that better reflect actual visitor behavior. This results in stronger segmentation, more effective ad groups, and higher-precision retargeting campaigns — all directly inside OTTO’s guided workflow.
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