Setting Up Dynamic Remarketing for Your Google Shopping

In Google Ads, a remarketing option is available for years. Remarketing helps us reach people who visited your website. Previous visitors can see your ads while surfing the internet or while searching on Google.

With dynamic remarketing, you can serve the ads to previous visitors, but the ads are showing products which those visitors have viewed during their visit.  Dynamic remarketing is available only for the Display network.

What is Dynamic Remarketing?

Dynamic Remarketing with Analytics lets you show remarketing ads for content or products that are most likely to interest your users based on the content or products they viewed on your site, related and top-performing content and products, as well as their purchase histories and demographics. When users browse content, research products, or follow ads for specific products on your site, but leave without converting, you can use Dynamic Remarketing to make related, relevant content and products visible to them again as they visit other sites on the Google Display Network.

You can also follow up with users who have already converted. Users who are already favorably disposed toward your products might be easily influenced to purchase that additional product they were considering

To start with dynamic remarketing, you need to: 

  • Create product feed (.csv, .tsv, .xls, .xlsx) – in the feed you need to enter products or services that you want to show to the user. You can enter only certain product categories, not all your products (for example, only phones). If you want to know more about XML product feed, read how to set up product name and a correct XML feed.
  • Set up the remarketing tag with custom parameters – the remarketing tag set/collects a cookie and passes dynamic parameters to Google servers.
  • Dynamic display ads – create display ads that will show your products.
  • Set up Global site tag – If you want to learn how to set up one, read Google Ads Global Site Tag – what is it and why is it important to your site.

Dynamic Remarketing vs. (non-Dynamic) Remarketing

Standard Remarketing

  • Is a default version of remarketing which show generalized ads to your recent audience.
  • Can be an effective announcement tool especially when it comes to remarketing to all users.
  • Being more generalized form of remarketing, it doesn’t provide as effective results as Dynamic remarketing.
  • It isn’t cost and time effective to remarket everyone who had visited your website.

Dynamic Remarketing

  • Shows much more customized ads, usually the products which are recently surfed.
  • Converts potential shoppers into buyers, luring them to go back to the website by displaying items they showed interest in.
  • Has better CTR (How many users that saw your ad have clicked on it) and conversion at a lower cost.
  • More personalized marketing results in better ROI (return of investment).

Compared to the standard, dynamic remarketing gives you the ability to better personalize the ads that are served to the user. The disadvantage is that the dynamic remarketing is a little bit more technical demanding to implement. Dynamic remarketing usually shows better results compared to the standard remarketing campaigns.

About Smart Shopping Campaigns (ads)

Google’s Smart Shopping campaigns are automated shopping campaigns that optimize toward goals. Smart Shopping campaigns automatically optimize ad delivery across Google’s ad networks to achieve the advertiser’s defined goal value, such as conversions or return on ad spend (ROAS). Smart Shopping ads run on multiple networks, not only Search. Placements will be shown on Display, Shopping, YouTube and Gmail networks.


Automated ad creation and placement means that your ads will appear in the ad spaces where they’re relevant and that your bids will be set to maximize your conversion value. On Google Search, users’ search queries and predicted intent is used to determine which product from your feed should be shown. On the Display Network, ads are personalized based on user engagement with your website.

BlueWinston can help you create your own Smart Shopping campaigns. Read why you should create Smart Shopping campaigns via

Minimum Requirements for Smart Shopping Campaigns:

  • You must have a Google Merchant Centre account.
  • You must have a product data feed uploaded onto the Merchant Centre account.
  • You must have a Google Ads account.
  • You must set up conversion tracking with transaction-specific values.
  • You must have a Google remarketing tag installed on your website.
  • You must have an audience of 100 users and have tagged your site so that you can enable dynamic remarketing.
  • You must have 20 conversions over the last 45 days across existing Shopping campaigns.
  • Banner image for Brand awareness.
  • You will need to meet the requirements for Shopping campaigns and follow the Shopping ads policies.

If you need help with Smart Shopping campaign, read the full guide from Google how to create a Smart Shopping campaign.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.