How to Use Custom Combinations in Your Retargeting Efforts

3. Specify custom combination.

• Combination name: As with remarketing, name the custom combination. Using the example above, if you're targeting users who reached high-volume pages but didn't reach the shopping cart, you could name the custom combination "High-Volume Pages, No Shopping Cart."
• Description (optional): List the remarketing audiences that you're including in the combination.
• Users included or interested in: Select which relationship you want the remarketing lists to have in the first drop-down menu (listed above And, Or, None). In the second drop-down menu, select the actual audiences. Using the same example above, in the first drop-down you would select "One or More of These Audiences" and then select your top volume page audiences in the second drop-down. Then right below the first drop-down you'll see "AND, Add another." This is where you can select visitors who didn't reach the shopping cart.

4. Assign the custom combination to the appropriate ad group. There are many ways to craft custom combinations by user intent and product. As always, monitor your new audiences until you find the best combinations possible.

Morgan Talasnik is a pay-per-click account manager at SEER Interactive, a search marketing firm.