Dynamic remarketing allows internet retailers with Google Merchant accounts to effectively
remarket to users who previously visited their website, but a purchase/conversion did not take
place. Dynamic remarketing campaigns use cookie-level data collected from client websites
to remarket specific products back to users when they browse sites on the Google Display
Network. These key systems should interact seamlessly with one another:
The new Google Remarketing Tag on the client website
Client’s remarketing lists
Client’s dynamic remarketing campaign set up in AdWords
Client’s Merchant Center
It’s imperative that these systems interact with each other correctly so that the campaigns
can run properly.
Remarketing campaigns can include a variety of elements like banner ads with images
featuring the actual products the visitor viewed. Dynamic remarketing banners ads are
different from traditional banner ads; the images featured are pulled in from an advertiser’s
Merchant account to populate the products on the banners. This product level marketing
strategy can also help lower advertising costs and improve conversions by targeting those
very specific non-converting visitors. Advertisers can add to the product data populated by
the Google Merchant Account with customized banners with individual branding elements
such as colors, designs and logos.
Strategies for Successful Dynamic Remarketing
What is Dynamic Remarketing?
Visitor Segmentation for Campaign Set-Up
The goal of dynamic remarketing is to target past website visitors, who fit into one of four
categories based on how close the individual was to making an actual purchase on the site:
General visitors - People who visited your website but did not view specific products
- This dynamic ad will include the most popular products from your site.
Product viewers - People who viewed specific product pages on your site but did not add
them to the shopping cart
- This dynamic ad will show the products that your visitors viewed and mix in
Shopping cart abandoners - People who added products to the shopping cart but didn't
complete the purchase
- This dynamic ad will prioritize items added into the shopping cart, and will mix in a few
other viewed products and recommended products.
Past buyers - People who purchased products from you in the past
- This dynamic ad will show related products by looking at popular items and items
commonly purchased together.
Common Issues During the Set-Up Process
Some common problems merchants often experience:
Client Website/Smart Pixel
The client updated their site and accidentally removed the pixel on all or key pages
The pixel does not contain correct data
Remarketing lists have no users segmentation
Remarketing list size is declining
Dynamic remarketing campaign isn't connected to the Merchant Center
Conflicting campaign settings are used
Merchant Center Account
The datafeed expired in the Merchant Center and needs to be re-uploaded
Product ads aren't approved
How to Ensure Correct Campaign Set-Up
There are some basic things you have to do as an internet retailer to ensure your campaigns
are set-up properly. Since dynamic remarketing interacts with both the AdWords Center and
Merchant Centers like Product Listing Ads, it is imperative that your Google Shopping data
quality is clean and frequently updated before the set-up is completed.
How to Check Pixel Set-Up
Be sure to check the smart pixel (aka "Remarketing Tag (new)") is active and working on the
home page, product pages, and the cart page.
How to Check Product Ads Approval in the Merchant Center
You can check this in the Dashboard in the Merchant Center.
Look under “Product Ads.” If most product ads are active, they're ready to run in a Dynamic
How to Check Prodid Match Between the Pixel and the Merchant Center
Look under “Tag Validation Summary.” If more than 80% of Product IDs match, they're fine. If
less than 80% match, then reviewing prodid matching is encouraged. If less than 50% match,
there could be bigger issues.
How to Check AdWords Linkage To The Merchant Center
First, use the “Customer Information” section of the tag validation tool to make sure they're
whitelisted (if there is an ID used for serving GPA ads next to Merchant Center ID, then they're
Next, make sure to include a Product Extension in the “Ad Extensions” section of AdWords
linking the account to the same Merchant Center ID.
The pixel must be on the client site
The Merchant Center must have approved product ads
Prodids must match between the pixel and the Merchant Center
AdWords must be linked to the Merchant Center
Remarketing lists must have users
Bids and budgets must be high enough
Common Questions & Answers for Dynamic Remarketing Beginners
Q: Does the user need to accept cookies on their browser to see dynamic ads?
A: If a user is searching online in an incognito browser, a merchant will be unable to tag that
visitor to a remarketing list; therefore a user must accept cookies in order for dynamic
remarketing ads to work.
Q: How can I target these ads?
A: The ads are audience-targeted on our Display Network with remarketing lists. Other display
targeting options are available, such as with keywords and placements, but not
recommended because of the restrictions imposed on the campaign.
Q: Is there any way that the client could determine which models/brands they like to show per
A: Yes, using the Product filters at a Campaign/AdGroup Level. Alternatively, it is now also
possible to select the product groups and bid on these in shopping campaigns.
Q: Which ad layout is recommended?
A: We recommend selecting the 'Optimise the layouts, sizes and formats of my ads
(Recommended)' option in Ad Gallery. For each impression served, this option will
automatically select the best performing layout among a selection of 18 layouts, to improve
campaign performance. You can preview all eligible layouts by scrolling through the layout
section of the ad in the UI.
All merchants new to dynamic remarketing campaigns
should use this checklist during the set up process:
Q: What if a user visits only one product and is then served an ad with 3 product slots - which
products will fill the other 2 slots?
A: The product recommendation engine determines the combination of products shown in
your dynamic ad that is most likely to interest your customer by factoring what products they
viewed on your site, their purchase history as well as related products and top performing
Q: What if a user has viewed many products (for example, 5). Which products will the user see
in let's say a 3-products banner?
A: Recency is a strong signal, so the latest viewed products will be shown first in the ad. In this
example, the 5th viewed product will get the first product slot in the ad; the 4th viewed
product will get the second product slot in the ad and so on.
Q: Do you need to develop creative banners for dynamic remarketing?
A: No, with dynamic remarketing there are templates you can choose from and all the images
and sales price dynamic values are taken from you Google Shopping product data.
Q: How do you get around content policy issues? For example, I am a company that sells
pesticides and Google is categorizing them as poison therefore disapproving all dynamic
remarketing and PLA ads.
A: There is no way to get an exception on Google's content policies. You might want to try
other channels like comparison shopping engines, social media or see if you can get away
advertising those products via text ads.
Q: Are you able to advertise individual skus and display product specific images and prices
with Dynamic Remarketing?
A: Yes, with Dynamic Remarketing you are able to advertise individual SKUs and show
dynamic price values across your inventory. This product specific strategy really allows you to
bid intelligently across all price points.
Vertical Nerve can make help make dynamic remarketing campaigns a
core part of your overall search marketing and digital optimization strategy.
Jennifer Gonzalez | Marketing Manager