What is Dynamic Remarketing

Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing is the better version of classic remarketing, letting you show previous visitors ads that contain products and services they viewed on your site.

Google remarketing

How Dynamic Remarketing works

Dynamic remarketing pulls information from the company’s unique merchant accounts, allowing account holders to draw from existing components in their Merchant Center catalog and use existing product data.

If you want to get started, you need to set up a remarketing tag on your site. If you don’t know how to do it, ask your developer.

After the implementation of the remarketing tag is done, you need to set up your Google Ads account. You will need to set up some audiences to target. To set up this, you need to go to the Shared Library -> Audiences and select the “Remarketing list” from the “New audience”. In the additional settings, you can create a “List Definition” which means that you can select who you want to contain in the audience. You can then assign the audiences to the ad groups you think will work best.

More reasons to use Dynamic Remarketing

According to Google, there are many reasons why to use Dynamic Remarketing.

  • Ads that scale with your products or services: Pair your feed of products or services with dynamic ads, scaling your ads to cover your entire inventory.
  • Simple, yet powerful feeds: Create a basic .csv, .tsv, .xls, or .xlsx feed. The Google Ads product recommendation engine will pull products and services from your feed, determining the best mix of products for each ad based on popularity and what the visitor viewed on your site.
  • High-performance layouts: Google Ads predicts which dynamic ad layout is likely to perform best for the person, placement, and platform where the ad will show.
  • Real-time bid optimization: With enhanced CPC and conversion optimizer, Google Ads calculates the optimal bid for each impression.

What do you need to start using Dynamic Remarketing?

Product data feed -> You will need to use or create product data feed to start using Dynamic Remarketing. If you are wondering what this feed looks like, check out our blog about a correct XML feed.

Tag with custom parameters -> You will need to add the Dynamic Remarketing tag with custom parameters to all pages of your website.

Responsive ads -> Responsive ads use layouts in numerous sizes and formats for modern platforms, including HTML5 for mobile devices.

If you are looking for the best remarketing strategies for Google Ads, read our previous blog.

About the Author:

Martin Jančo
Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)