What is Dynamic Remarketing in Google Ads? Remarketing is everywhere you look. Think about it: Have you ever casually browsed for an Amazon or eBay item only to find ads for similar products popping up at the top of your Google search or through promotional emails a few hours later?

1. What is Dynamic
Remarketing in
Google Ads
Have you ever casually browsed for an
Amazon or eBay item only to find ads for
similar products popping up at the top of
your Google search or through promotional
emails a few hours later?
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Master the Art of Dynamic Remarketing in Google Ads
Remarketing is everywhere you look.
Think about it:
Have you ever casually browsed for an Amazon or eBay item only to find ads for similar products popping
up at the top of your Google search or through promotional emails a few hours later?
If so, then you’ve experienced dynamic remarketing.
By using dynamic remarketing in Google Ads, you can automate specific areas of your remarketing
strategy, directing users back to your products.
But wait…

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Are There Differences Between Remarketing and Retargeting?
Remarketing and retargeting have overlapping meanings.
Typically, retargeting refers to display ads or online ad placements, targeting users who have interacted
with specific products on your site. The retargeting ads will then show similar products to that user.
Remarketing, on the other hand, is used for resending or sending emails to existing customers who have
shown interest in services or products. It can also be used as ad placements for the same visitors who
have recently checked out your site.
Since both types share the same goals, Google will often use “remarketing” within the same context of
retargeting your audience.

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Difference Between Standard and Dynamic Remarketing
Now, let’s look at the difference between dynamic and standard remarketing.
As we’ve learned, standard remarketing helps us connect with people who have visited your site.
Previous visitors are shown your ads while searching online (through Google Display Network) or Google
(through Google Search Network).
Dynamic remarketing allows you to show your ads to previous visitors, as well. Specifically, the ads will
display products the visitors had viewed while browsing your site. This type of remarketing is only
available for Display Network.

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Why is Dynamic Remarketing Being Used?
Google automatically creates ads for you. These ads include images, price, and text of your choice, based
on your visitors’ behavior.
Here are some reasons why dynamic remarketing is becoming popular among marketers:
• Ads that grow with your services or products – dynamic ads can be paired with your products or
services, which then sales your ads to cover your whole inventory.
• Simple, powerful, and effective feeds – Google Ads’ product recommendation engine brings together
services and products from your feed to determine the ideal product mix for each ad based on what
the viewer was looking at on your site and overall popularity. These feeds will be made in .csv, .tsv,
.xls, or .xlsx.

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Why is Dynamic Remarketing Being Used?
• High-performance layouts – Google Ads can predict which ad layout will perform best for the
platform, placement, and person the ad is for, and create a tailored ad.
• Bid optimization in real-time – The automatic conversion and bidding optimizer enable Google Ads to
calculate the best bid for every impression you get. This helps you target visitors’ product preferences
as dynamic remarketing associates browser history and product data with each visitor.
Dynamic remarketing ads can precisely target a specific group of products or single products a visitor has
searched for in the past. This type of remarketing can create an increased revenue of 30-40% during
seasonal occasions, makes it extremely valuable and desired among marketers.

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What are the Types of Dynamic Remarketing Campaigns?
Two types of dynamic remarketing campaigns are supported through Google Ads:
• Retail – This type of dynamic remarketing requires feed offered by the Merchant Center.
• Non-Retail – This can be managed by using Feed Mapping, Feeds, and Feed items on Google Ads.

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What are the Types of Dynamic Remarketing Campaigns?
It should also be noted that dynamic remarketing isn’t limited to just retailers. It provides valuable
services to other sectors, such as:
• Education – If your institution offers many different courses, using Dynamic Remarketing in Google
Ads to display all your different courses for potential students can be very useful.
• Hotels – Dynamic remarketing in Google Ads can be used here to display the different rooms your
hotel as available, eliminating the need to create a new ad for each room.
• Flights – Airlines can use this technology to display ads for flights that visitors had recently browsed.
• Jobs – Use dynamic remarketing for your job listings.
• Local deals – It can be used to show your local deals in a dynamic fashion.
• Real estate – Show your property listings through these ads for more traction.

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How Does Dynamic Remarketing Work?
To start, you’ll need to set up a customized Remarketing Tag. This is also known as a smart pixel. By
setting yourself up with this, you’ll be able to bring up product identification numbers on your site
through your merchant feed, which will be passed onto Google.
Google then matches these product IDs to your Google Merchant Center feed for information to help
power your dynamic advertisements.
Similar to any other type of remarketing campaign, you’ll need to set up and organize audiences to target
through Google Ads as well.

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3 Steps to take Before Dynamic Remarketing in Google Ads
Before you start dynamic remarketing in Google Ads, make sure you do the following:
1. Product or service feed
Create a feed that holds all your services or products, as well as any details you have about each item.
These details are important as they’re used for your dynamic ads. If you’re a retailer, upload your feed
through the Google Merchant Center. If you’re not, you can do this by heading to Shared Library, then
uploading your feed to Business data.

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3 Steps to take Before Dynamic Remarketing in Google Ads
2. Tag with custom parameters
Make sure you add the dynamic remarketing tag with custom parameters for all of your site’s pages. This
tag adds your visitors to remarketing lists, then tags them with unique IDs that pairs them with the items
they viewed. You can find this tag option in the Audiences section of your Shared Library.
3. Create responsive ads
These ads use different sized and formatted layouts for modern platforms such as HTML5 for mobile
devices. You can create these ads in the Ad Gallery.

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How to Set-Up Dynamic Remarketing
1. Link your Google Ads account to your Google Merchant Account.
2. Sign in to your Google Ads account.
3. Select “Campaign” from the page menu.

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How to Set-Up Dynamic Remarketing
4. Select the plus icon “+,” then click on “New Campaign.”

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How to Set-Up Dynamic Remarketing

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How to Set-Up Dynamic Remarketing
5. Choose the goal you want

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How to Set-Up Dynamic Remarketing
6. Select “Display Network.”

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How to Set-Up Dynamic Remarketing
7. Select “Standard” for the display campaign, then select “Continue.”
8. Come up with a campaign name, budget, and bid strategy.
9. Select “Remarketing” which can be found In the “Audiences” section, then choose your remarketing list.

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How to Set-Up Dynamic Remarketing
Note: If you don’t have any remarketing lists pre-set, Google recommends choosing the Google Ads
optimized list, as this list brings in users from all web audience and app sources. This can be used as a quick
set up that may perform better than manual segmentation as it allows fully optimized data for auto-
bidding.
You can set this up by following these steps:
10. Select an audience.
11. Choose the “Custom Combinations” dropdown button and click on the Google Ads Optimized List.

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How to Set-Up Dynamic Remarketing

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How to Set-Up Dynamic Remarketing
12. Choose “Done.”

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How to Set-Up Dynamic Remarketing
13. Select the option “Use Data Feed For Personalized Ads.”

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How to Set-Up Dynamic Remarketing
14. Select the Business type that most accurately represents your services or products.

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How to Set-Up Dynamic Remarketing
15. Create your advertisement.
16. Select “Create Campaign.”
Note: Once your campaign is finished, you will be asked to upload your feed.

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10 Best Practices for Dynamic Remarketing in Google Ads
Now that you know how to set up dynamic remarketing in Google Ads, it’s time to freshen up on some best
practices to help you master this type of marketing.
1. Create multiple specified remarketing lists
2. Bids based user’s buying cycle positioning
3. Split-test different ad formats
4. Change your Privacy Policy
5. Don’t annoy users
6. Display ads quickly
7. Watch for increase bids and top-performing placements
8. Remove low-performing placements
9. Remove undeliverable mobile ad placements
10. Cross-platform and cross-device retargeting

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10 Best Practices for Dynamic Remarketing in Google Ads
1. Create multiple specified remarketing lists
Your dynamic remarketing ads will undoubtedly outperform your standard remarketing lists by double.
Keeping this in mind, you should create custom lists for your best-performing categories and products. Five
great examples of successful remarketing lists are based on visitors who:
• Visit certain category pages
• Abandon carts that are over $100
• Visit your best-selling product pages
• Head to specific categories of interest. Google is able to use the login data of all its users and target
them with specific ads if they visit other sites with similar themes or products to yours. This helps you
successfully reach potential new customers.

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10 Best Practices for Dynamic Remarketing in Google Ads
1. Create multiple specified remarketing lists
Are signed up for your email list. Google enables you to upload email lists of customers who have made a
purchase on your site. This list is then matched with another similar user base that can be used to remarket
ads, generating more awareness to new buyers.
Tip: To properly use these lists, add your new audience to a new ad group. Then, you can tailor your ad
headlines to match the offer. For instance, for an audience who tend to abandon their carts, you could
make the headline for them, “Save 25% when you complete your order”.

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10 Best Practices for Dynamic Remarketing in Google Ads
2. Bids based user’s buying cycle positioning
Visitors who abandon their carts are more likely to purchase your products than people who are merely
browsing. It was found that the cart abandoner’s CPC was half the cost of product viewers’. That’s because
this audience knows what they want, they just haven’t made up their mind as to whether or not they want
to buy it yet. Make sure you bid higher for this audience as they bring in good ROI.

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10 Best Practices for Dynamic Remarketing in Google Ads
3. Split-test different ad formats
Your dynamic remarketing ads can come in many different types of ad formats. With this abundance of ad
choice, make sure you split-test these different formats to determine which performs the best. To conduct
a split-test, first, duplicate one of your ad groups while maintaining the same audience and bids. Just
change the ad format. Once this is done, run the test until you gain enough statistical information. After
that, begin a new test with the winner and another ad with a different format.
4. Change your Privacy Policy
Remarketers should be using cookies to track users and their online activity. However, an explanation of
how and why you do this should be included within your Terms and Conditions or Privacy Policy.

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10 Best Practices for Dynamic Remarketing in Google Ads
5. Don’t annoy users
How to do this? Make sure you use frequency capping – always. This function will set limits on the number
of times an individual is exposed to your ad daily.
6. Display ads quickly
Ideally, you should show them as quick as possible. This will help you deliver your content as soon as your
customers are searching on the Display Network.

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10 Best Practices for Dynamic Remarketing in Google Ads
7. Watch for increase bids and top-performing placements
For any successful marketing strategy, however, more importantly, your remarketing strategy, you’ll want to
go the extra mile. Make sure to track your ads’ performance, and continually adjust your strategy,
increasing bids on successful ads.
8. Remove low-performing placements
At the same time, you don’t want to be spending your hard-earned money on ineffective or low-performing
ads and their placements. A quick fix for this is to remove them from your campaign.

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10 Best Practices for Dynamic Remarketing in Google Ads
9. Remove undeliverable mobile ad placements
While mobile is important, your priority should be budgeting for strategic, optimized ads. Mobile ad success
can quickly fluctuate, which means you’ll need to keep a close eye on how your mobile ads are performing
and continually remove the ads that aren’t delivering properly.
10. Cross-platform and cross-device retargeting
As of recently, Google has begun supporting cross-platform and cross-device retargeting, which allows
businesses to connect with customers despite how those visitors interact with their site. For instance, if a
potential customer visits a website through their mobile, this form of retargeting allows brands and
marketers to only add this customer once to the list. From there, they’re able to target them via tablet,
desktop, or other devices by using their ID.

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Wrap Up
Dynamic remarketing in Google Ads is an effective and powerful way to generate thousands of highly-
targeted ads for every single product or service you offer through your e-commerce account.
It’s essential to keep Google Ads dynamic remarketing best practices in mind so that you can build a
successful remarketing campaign.
Learn more in our Ultimate Guide to Google Ads Remarketing.

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