Use dynamic remarketing to show ads tailored to your website visitors

Remarketing allows you to show ads to people who've previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services that they viewed on your website. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your website to complete what they started.

More reasons to use dynamic remarketing

  • Ads that scale with your products or services: Pair your feed of products or services with dynamic ads, scaling your ads to cover your entire inventory.
  • Simple, yet powerful feeds: Create a basic .csv, .tsv, .xls or .xlsx feed. The AdWords product recommendation engine will pull products and services from your feed, determining the best mix of products for each ad based on popularity and what the visitor viewed on your website.
  • High-performance layouts: AdWords predicts which dynamic ad layout is likely to perform best for the person, placement and platform where the ad will show.
  • Real-time bid optimisation: With enhanced CPC and conversion optimiser, AdWords calculates the optimal bid for each impression.

What you’ll need to get started

Product or service feed
Create a feed that includes all of your products or services, along with details about each item (unique ID, price, image and more). These details are then pulled from your feed into your dynamic ads. You’ll upload your feed to the Business data section of your Shared library, unless you’re a retailer. If you’re a retailer, you’ll upload your product feed to the Google Merchant Centre.

Dynamic flight ad

Tag with custom parameters
Add the dynamic remarketing tag with custom parameters to all pages of your website. The tag adds your website visitors to remarketing lists and associates them with the unique IDs of the feed items that they viewed. You’ll find your tag in the Audiences section of your Shared library.

Responsive ads
Responsive ads use layouts in numerous sizes and formats for modern platforms, including HTML5 for mobile devices. You’ll create responsive ads in the Ad gallery.

Stories from businesses who use dynamic remarketing

  • Netshoes, the world’s largest web-only retailer of sports equipment and clothing, saw a 30-40% growth in overall revenue with dynamic remarketing during the Christmas season. Read their story
  • Sierra Trading Post, an outdoor gear and outerwear retail outlet, saw their conversions increase 5X with dynamic remarketing compared to regular remarketing campaigns. Read their story
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