- What is dynamic remarketing?<\/a>
- The difference between dynamic remarketing and regular remarketing<\/a>
- Benefits of Dynamic Remarketing<\/a>
- Who is dynamic remarketing suitable for?<\/a>
- How to enable Google Ads dynamic remarketing<\/a>
- Creating an Audience for Google Ads Dynamic Remarketing<\/a>
- Creating a Dynamic Remarketing Audience with a Google Ads Tag<\/a>
- Creating Dynamic Remarketing Audiences with Google Analytics<\/a>
- Creating a feed for Google Ads dynamic remarketing<\/a>
- Creating a Dynamic Remarketing Feed via CSV File<\/a>
- Creating a Dynamic Remarketing Feed via Google Merchant Center<\/a>
- Setting up dynamic remarketing: creating a campaign<\/a>
- How to Optimize Dynamic Remarketing<\/a>
- Examples of the effectiveness of dynamic remarketing<\/a><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n
What is dynamic remarketing?<\/strong><\/h2>\n\n
Dynamic remarketing is an advertising format for displaying banners on the Google Display Network (GDN). It allows you to customize remarketing ads specifically for the product a user viewed on your website. <\/p>\n\n
In dynamic remarketing, creatives are generated automatically using data transferred from the website. After visiting your site, the customer will see these ads on sites that are part of the Display Network (GDN). Typically, these are information portals and news sites. <\/p>\n\n
This is what dynamic remarketing ads might look like:<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-1-1.png.webp\" "\\"1-1-1.png\\"")
<\/figure><\/div>\n\nAn example of dynamic remarketing in Google Ads<\/em><\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-2-1.webp\" "\\"1-2\\"")
<\/figure><\/div>\n\nAn example of dynamic remarketing in Google Ads<\/em><\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-3-1-1.webp\" "\\"1-3-1\\"")
<\/figure><\/div>\n\nAn example of dynamic remarketing in Google Ads<\/em><\/p>\n\n
The difference between dynamic remarketing and regular remarketing<\/strong><\/h2>\n\n
Unlike standard remarketing, AdWords dynamic remarketing doesn’t display pre-prepared banners, but instead generates creatives featuring the product the visitor was interested in.<\/p>\n\n
For example:<\/p>\n\n
- \n
- The customer visited the product page for “Phone Brand A”.<\/li>\n\n\n\n
- A separate banner will be automatically generated for it with the name, image of this phone, its price and, possibly, similar products.<\/li>\n\n\n\n
- The user will then leave your site and go to a site connected to the Display Network. There, they’ll see the same banner with the product they were already interested in. <\/li>\n<\/ol>\n\n
If you’re running a standard remarketing campaign, the user will see a pre-designed banner that’s displayed to all website visitors\u2014the one you created when setting up remarketing. In this case, there’s no guarantee the user will remember the product they viewed, become interested, and proceed to the website to make a purchase. <\/p>\n\n
Dynamic remarketing is effective, but it’s not suitable for everyone. I would recommend it for companies with a large number of products or services. Small businesses are better off setting up standard remarketing. After all, if you have a small number of products, it’s much easier to create audiences and creatives manually than to outsource this to a system and ask a developer to add additional code to the page generation. <\/p>\n\n
Benefits of Dynamic Remarketing<\/strong><\/h2>\n\n
Dynamic remarketing has a number of advantages, the main ones being:<\/p>\n\n
- \n
- Personalization.<\/strong> Users always see what’s relevant to them. Dynamic remarketing can also be used to notify potential customers about price reductions. <\/li>\n\n\n\n
- Speed \u200b\u200bof creation.<\/strong> Dynamic remarketing takes a while to set up, but the process of generating creatives and their variations is automatic, saving you time. The advertising platform will also automatically track which products are shown to which users. <\/li>\n\n\n\n
- Ease of optimization.<\/strong> There’s no need to create separate audiences and creatives\u2014the system will select everything automatically for each user.<\/li>\n\n\n\n
- Room for experimentation.<\/strong> The system will automatically generate hundreds of creatives for each user, which will allow you to determine which ones the buyer responds to best, and then use this data for optimization.<\/li>\n<\/ul>\n\n
Who is dynamic remarketing suitable for?<\/strong><\/h2>\n\n
Dynamic remarketing is suitable for companies whose purchase cycle typically lasts more than one day or whose purchase decision requires more than one website visit. Otherwise, the sales cycle is short enough that running AdWords dynamic remarketing makes no sense. <\/p>\n\n
To see what your purchase cycle is, check the Path Length report in Google Analytics.<\/p>\n\n
This screenshot shows that 50% of users place an order on their first visit to the site. This means that the other 50% can be recaptured using AdWords dynamic remarketing. It makes sense to use it in this case. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-4-1.webp\" "\\"1-4\\"")
<\/figure><\/div>\n\nGoogle Analytics “Sequence Length” report<\/em><\/p>\n\n
Additionally, check out the “Time to Conversion” report\u2014it shows how many days passed from the first visit to the conversion. This will help you understand how many days it takes for a user to make a purchase decision. <\/p>\n\n
This example shows that 64% of website users place an order on the first day of their visit. Therefore, dynamic remarketing should only be focused on if the site receives several thousand daily visitors. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-5-1.webp\" "\\"1-5\\"")
<\/figure><\/div>\n\nGoogle Analytics Time to Conversion Report<\/em><\/p>\n\n
I recommend using dynamic remarketing if 40% of your users don’t buy on their first visit, or if the bulk of your audience needs more than one day to decide.<\/p>\n\n
How to enable Google Ads dynamic remarketing<\/strong><\/h2>\n\n
To launch Google Dynamic Remarketing, you need to follow these steps:<\/p>\n\n
- \n
- Collect an audience and transfer it to Google Ads.<\/li>\n\n\n\n
- Create a feed and upload it.<\/li>\n\n\n\n
- Create a dynamic remarketing ad.<\/li>\n<\/ol>\n\n
Let’s go in order.<\/p>\n\n
Creating an Audience for Google Ads Dynamic Remarketing<\/strong><\/h2>\n\n
Setting up AdWords dynamic remarketing begins with collecting audience data. Two tools are available for this: <\/p>\n\n
- \n
- Google Ads Dynamic Remarketing Tag.<\/li>\n\n\n\n
- Google Analytics data transfer.<\/li>\n<\/ul>\n\n
Both methods work identically. If you have basic GTM skills and it’s installed on your site, it’s best to choose the first method. This way, you won’t need to contact a programmer. <\/p>\n\n
Creating a Dynamic Remarketing Audience with a Google Ads Tag<\/strong><\/h2>\n\n
In your Google Ads account, go to Settings, then Audience Manager.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-6-1.webp\" "\\"1-6\\"")
<\/figure><\/div>\n\nAudience Manager in Google Ads<\/em><\/p>\n\n
Next, click on \u201cConfigure audience source\u201d.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-7-1.png.webp\" "\\"1-7-1.png\\"")
<\/figure><\/div>\n\nAudience source settings in Google Ads<\/em><\/p>\n\n
Select “Google Ads Tag” and click “Configure Tag”.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-8-1.webp\" "\\"1-8\\"")
<\/figure><\/div>\n\nAudience source settings via remarketing tag<\/em><\/p>\n\n
Now you need to specify that actions performed by users on the website will be transmitted. Below that, you need to specify the business type; in our example, “Retail.” <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-9-1.webp\" "\\"1-9\\"")
<\/figure><\/div>\n\nCollecting visitor data in a remarketing tag<\/em><\/p>\n\n
Scroll down and click “Save and Continue”.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-10-1.webp\" "\\"1-10\\"")
<\/figure><\/div>\n\nSaving remarketing tag settings<\/em><\/p>\n\n
The system will offer one of the methods for installing the tag; select the upload method via Google Tag Manager (GTM).<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-13-1.webp\" "\\"1-13\\"")
<\/figure><\/div>\n\nInstalling a remarketing tag via GTM<\/em><\/p>\n\n
The Conversion ID value will appear – copy it.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-14-1.webp\" "\\"1-14\\"")
<\/figure><\/div>\n\nEvent ID for the Google Ads remarketing tag<\/em><\/p>\n\n
Now go to the Google Tag Manager interface. Google Tag Manager dynamic remarketing will then load the necessary code to track user product views. <\/p>\n\n
In the GTM interface, go to the “Variables” tab and click “Create.” These variables will transmit all the data about the product the user viewed. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-15-1-1024x699.webp\" "\\"1-15\\"")
<\/figure><\/div>\n\nCreating a new parameter in GTM<\/em><\/p>\n\n
Give the variable a name; I’ll write google_tag_params.ecomm_prodid. Then select the parameter type. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-16-1.webp\" "\\"1-16\\"")
<\/figure><\/div>\n\nSelecting a tag type in GTM<\/em><\/p>\n\n
Set the type to “JavaScript Variable”, as this is the only type that allows you to retrieve data from JavaScript code on the site.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-17-1.webp\" "\\"1-17\\"")
<\/figure><\/div>\n\nSelecting a JavaScript variable<\/em><\/p>\n\n
In this example, I’m setting the value google_tag_params.ecomm_prodid, which is one of the parameters designed for retail websites. As you may recall, this is the type of business I chose. You can find all the values \u200b\u200byou need in Google Help<\/a> . <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-18-1.webp\" "\\"1-18\\"")
<\/figure><\/div>\n\nGenerated JS code parameter in GTM<\/em><\/p>\n\n
Similarly, create other variables that are needed to change the GTM configuration, since it does not see them by default:<\/p>\n\n
- \n
- google_tag_params.ecomm_pagetype;<\/li>\n\n\n\n
- google_tag_params.ecomm_totalvalue.<\/li>\n<\/ul>\n\n
You can check the accuracy of the created variables in Preview mode. You’ll find it at the top of the Google Tag Manager interface. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-19-1.webp\" "\\"1-19\\"")
<\/figure><\/div>\n\nPreview mode in GTM<\/em><\/p>\n\n
Go to your website and view any product. In the GTM window, in the Variables tab, you’ll see the required data and the values \u200b\u200bit passes for this page. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-20-1.webp\" "\\"1-20\\"")
<\/figure><\/div>\n\nTesting the configured tag in GTM Preview mode<\/em><\/p>\n\n
Congratulations, you’ve set up the necessary variables to capture the data. Now all that’s left is to create a tag that will transmit this data. To do this, go to the “Tags” tab. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-21-1.webp\" "\\"1-21\\"")
<\/figure><\/div>\n\nCreating a new tag in GTM<\/em><\/p>\n\n
Give it a name and select a tag type.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-22-1.webp\" "\\"1-22\\"")
<\/figure><\/div>\n\nSelecting a GTM Tag Configuration<\/em><\/p>\n\n
Select the \u201cRemarketing in Google Ads\u201d type.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-23-1.webp\" "\\"1-23\\"")
<\/figure><\/div>\n\nDynamic Remarketing Tag Configuration in GTM<\/em><\/p>\n\n
Now enter the Conversion ID you copied earlier from the Google Ads interface and specify the custom variables you’ve already configured at the bottom of the settings.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-24-1.webp\" "\\"1-24\\"")
<\/figure><\/div>\n\nEntered custom parameters for the remarketing tag in GTM<\/em><\/p>\n\n
When you enter {{, the system will prompt you which variables have already been created.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-25-1.webp\" "\\"1-25\\"")
<\/figure><\/div>\n\nHints for selecting variables in GTM<\/em><\/p>\n\n
Select “All Pages” as the tag (publishes the code on all pages of the site) and publish the new version of GTM.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-26-1.webp\" "\\"1-26\\"")
<\/figure><\/div>\n\nPublishing a new version in GTM<\/em><\/p>\n\n
If everything is correct, the Google Ads tag will soon begin recording parameters and their values. If the data doesn’t appear (0 for 24 hours), there’s likely an error somewhere. <\/p>\n\n
Below, in the same tab, you can see what data the dynamic remarketing tag receives and use it if necessary.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-27-1.webp\" "\\"1-27\\"")
<\/figure><\/div>\n\nProduct visit data in the Google Ads remarketing tag<\/em><\/p>\n\n
Next, create an audience using this data in the Google Ads interface. To do this, go to “Audience Manager,” go to “Audience Lists,” and click “+” (Add). <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-28-1.webp\" "\\"1-28\\"")
<\/figure><\/div>\n\nCreating a Remarketing Audience in Google Ads<\/em><\/p>\n\n
Select “Site Visitors”.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-29-1.webp\" "\\"1-29\\"")
<\/figure><\/div>\n\nCreate a remarketing audience based on a Google Ads tag<\/em><\/p>\n\n
You can create a custom audience, for example, users who viewed a product during a certain period.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-30-1.webp\" "\\"1-30\\"")
<\/figure><\/div>\n\nCreating an audience that visited a product with the required ID<\/em><\/p>\n\n
Everything is ready, you can move on to creating a dynamic remarketing feed.<\/p>\n\n
But first, I’ll share instructions for creating an audience using Google Analytics.<\/p>\n\n
Creating Dynamic Remarketing Audiences with Google Analytics<\/strong><\/h2>\n\n
To transfer data from Google Analytics to Google Ads, go to “Audience Manager,” then “Audience Source,” and establish a connection by clicking the corresponding button.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-31-1.webp\" "\\"1-31\\"")
<\/figure><\/div>\n\nThe connection between Google Ads and Google Analytics<\/em><\/p>\n\n
Select “Learn More” next to Google Analytics.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-32-1.webp\" "\\"1-32\\"")
<\/figure><\/div>\n\nEstablishing a connection between Google Ads and Analytics<\/em><\/p>\n\n
Select the website account whose audience data you want to transfer and link it. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-33-1.webp\" "\\"1-33\\"")
<\/figure><\/div>\n\nSelecting account information to link Google Ads and Analytics<\/em><\/p>\n\n
Next, go to the Google Analytics interface. In the “Custom” tab, go to “Custom Dimensions” and click “+Custom Dimension.” This is similar to setting up variables in GTM that help track data about user visits to a product page. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-34-1.webp\" "\\"1-34\\"")
<\/figure><\/div>\n\nCreating a dimension in Google Analytics<\/em><\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-35-1.webp\" "\\"1-35\\"")
<\/figure><\/div>\n\nAdding a custom parameter<\/em><\/p>\n\n
Add all the parameters required for your business type. As a reminder, you can find them in Google Help<\/a> . I’ve selected retail, so I’m using the following values: <\/p>\n\n
- \n
- ecomm_prodid;<\/li>\n\n\n\n
- ecomm_pagetype;<\/li>\n\n\n\n
- ecomm_totalvalue.<\/li>\n<\/ul>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-36-1.webp\" "\\"1-36\\"")
<\/figure><\/div>\n\nCreated dimensions in Google Analytics<\/em><\/p>\n\n
Next, you need to add special code to the header block of all site pages that will pass these values \u200b\u200bto the site. You can find it in Google Help<\/a> . <\/p>\n\n
You can contact your developer for help.<\/p>\n\n
Now you need to create a dynamic attribute in Google Analytics – this is analogous to a dynamic remarketing tag in Google Tag Manager.<\/p>\n\n
To do this, in the \u201cDynamic Parameters\u201d tab, click on \u201c+Attribute\u201d.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-37-1.webp\" "\\"1-37\\"")
<\/figure><\/div>\n\nCreating a Dynamic Attribute in Google Analytics<\/em><\/p>\n\n
A menu will open where you need to select your business type, Google Analytics view, and target Google Ads account.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-39-1.webp\" "\\"1-39\\"")
<\/figure><\/div>\n\nCreating a relationship with a dynamic attribute<\/em><\/p>\n\n
Now, in each of the attributes provided, enter the values \u200b\u200bfrom Google Analytics; you’ve already set them up. As a reminder, these are ecomm_prodid, ecomm_pagetype, and ecomm_totalvalue. <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-38-1.webp\" "\\"1-38\\"")
<\/figure><\/div>\n\nSetting up a dynamic attribute<\/em><\/p>\n\n
Now, in the Google Analytics interface, go to the “Admin” tab and go to “Audiences.”<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-40-1.webp\" "\\"1-40\\"")
<\/figure><\/div>\n\nNavigate to Audiences in Google Analytics<\/em><\/p>\n\n
Now you can create dynamic remarketing audiences and select Google Analytics as the source.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-41-1.webp\" "\\"1-41\\"")
<\/figure><\/div>\n\nCreating a New Remarketing Audience in Google Analytics<\/em><\/p>\n\n
Done, we can move on to creating the feed.<\/p>\n\n
Creating a feed for Google Ads dynamic remarketing<\/strong><\/h2>\n\n
Setting up dynamic remarketing also involves creating a feed with product offers.<\/p>\n\n
A dynamic remarketing feed is a data set that contains all information about products, services, and offers. For example, price, name, link, link to product image, and more. <\/p>\n\n
It can be created in two ways:<\/p>\n\n
- \n
- Upload via CSV file.<\/li>\n\n\n\n
- Connect via Google Merchant Center<\/a> .<\/li>\n<\/ol>\n\n
Online stores are better off choosing the second option, as it allows for virtually unlimited product uploads.<\/p>\n\n
Creating a Dynamic Remarketing Feed via CSV File<\/strong><\/h2>\n\n
In the Google Ads interface, go to the “Settings” tab, then “Business data”.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-42-1.webp\" "\\"1-42\\"")
<\/figure><\/div>\n\nCommercial Data in Google Analytics<\/em><\/p>\n\n
Click “+”.<\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-43-1.webp\" "\\"1-43\\"")
<\/figure><\/div>\n\nAdding a new feed to Google Ads<\/em><\/p>\n\n
Hover over “Dynamic Display Ads Feed” and select the business type you need. For this example, I’ll use “User Selected.” <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-44-1.webp\" "\\"1-44\\"")
<\/figure><\/div>\n\nSelecting a business type to create a feed<\/em><\/p>\n\n
Google Ads will now prompt you to upload a dynamic remarketing feed and name it. If you’re unsure of the proper CSV file structure, it’s best to download a template and use it. You can learn more about the structure of all types in Google Help<\/a> . <\/p>\n\n
![\"\"](\"https:\/\/dits.md\/wp-content\/uploads\/2024\/09\/1-45-1.webp\" "\\"1-45\\"")
<\/figure><\/div>\n\n
- Speed \u200b\u200bof creation.<\/strong> Dynamic remarketing takes a while to set up, but the process of generating creatives and their variations is automatic, saving you time. The advertising platform will also automatically track which products are shown to which users. <\/li>\n\n\n\n
- Personalization.<\/strong> Users always see what’s relevant to them. Dynamic remarketing can also be used to notify potential customers about price reductions. <\/li>\n\n\n\n
- The difference between dynamic remarketing and regular remarketing<\/a>