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Dynamic Remarketing: Search. Summon. Sell. | #AdWordsAnswers


Dynamic Remarketing: Search. Summon. Sell.


Hi Community!

I’m Nitibha from the Google AdWords team and today I’ll be covering an interesting topic that you all must have heard about-- Dynamic Remarketing.


Fascinated by the idea of getting your ads to follow visitors who visited your website and viewed a particular product? Then dynamic remarketing is just the thing for you. It lets you show customized ads to people who have previously visited your website or used your mobile app, based on products or services they viewed on your website.


So what is it?


While Remarketing allows you to show ads to people who have previously visited your website or used your mobile app, dynamic remarketing takes this a step further. Dynamic remarketing customizes these ads, and reminds the user of the purchase that he or she was about to make. It is a great tool for building brand recall as well as improving conversions for your business!



The 4-S Advantages of Dynamic Remarketing:


  • Scalable:  Dynamic remarketing ads help scale your product inventory by showing to users who have already shown interest in the products
  • Simplified: Create basic .csv, .tsv, .xls, or .xlsx feeds for your products, and the Adwords engine, will pull products from your feed to show in the dynamic ads based on their popularity and user interest
  • Schematic: The campaign uses an intuitive mechanism which predicts the best layout and displays ads in the format most suited to the person, placement or place
  • Structured: AdWords can calculate the ideal bid suited for each impression using Conversion Optimizer or Enhanced CPC

Okay, sounds fancy, but what do I need to do?


Since there are different types of feeds for different types of businesses, the first thing you'll want to do is choose the type that represents your products or services. The custom categories of businesses that can make use of this feature are as follows :


  • Hotels & Rentals
  • Flights
  • Travel
  • Real Estate
  • Jobs
  • Local deals
  • Education
  • Custom - in case your vertical is not covered by a specific Business type above, you can use the Custom Business type to run dynamic ads
  • Retail (uses Google Merchant Center as product feed)- Be on the lookout for additional steps/instructions as we go along this article, the MC aspect adds a little twist to the tale for all you retailers out there.


Okay, what next?


Now comes the part where we setup the Dynamic remarketing campaign, which will link to the feed and generate dynamic ads for the users who are added to our remarking lists! At this stage, you'll also set a budget, choose a bidding strategy, and create an ad group with remarketing lists.


Complete setup instructions


Retail Businesses- please note that for you, there is an additional step where you need to link your AdWords and Google Merchant Center accounts. Doing so allows your dynamic remarketing campaign to use the product data you submit in your Merchant Center account.


With the campaign done, let's move to the actual source of these products. The feed!


The feed is where you list all the products you wants to promote. Rows are products or services. Columns are attributes like descriptions and prices. You'll create your feed as a .csv, .tsv, .xls, xlsx file and then upload it to AdWords.  




Retail? Use the Google Merchant Center instead to upload your product feed.

Now comes the Technical  bit!


Dynamic remarketing tags are slightly different from regular remarking tags as they have certain custom parameters added to every page of your website. The tag adds your website visitors to your remarketing lists, and uses custom parameters in your tag to associate visitors with the IDs of the products or services they viewed.


But the code implementation is a piece of cake, really!

Last but not least, what about the ads that the user sees?


This is when you tell the system to create dynamic ads for you which pull products or services from your feed. Adwords will then match the item IDs of the products that the user is viewing on your website (remember the custom parameters of the code you implemented?), and the IDs of the same items in your feed. It works like magic, both for the customer and for your sales revenue figures!



I hope this article helps simplifying the Dynamic Remarketing process for you all! Feel free to drop your questions in the comments section below and we would be happy to take those up.

Good luck.