About dynamic remarketing creatives

On April 30, 2019, you'll no longer be able to create new dynamic remarketing creatives in Display & Video 360. Existing creatives will stop working on May 30, 2019. As an alternative, consider running your dynamic remarketing campaign through Google Ads.

Dynamic remarketing creatives in Display & Video 360 make it easier to serve relevant, personalized ads to potential customers. Dynamic remarketing matches users with products they have previously viewed on your website, streamlining the workflow for building a variety of creative iterations and targeting them to interested audiences.

Dynamic creatives are currently available to retailers with product feeds in Google Merchant Center.


How remarketing works

Remarketing lets you show ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web or use mobile apps.

What dynamic remarketing ads look like

Display & Video 360 uses a pool of dynamic layouts that are designed to make your dynamic ads even more effective by predicting which layouts are likely to perform best for the people, placements, and platforms where they’ll show. To maximize your reach, each dynamic remarketing layout scales responsively to support nearly all available ad placement sizes.

The style of templates and creatives built with these layouts are subject to change from time to time. However these design changes are made to maximize your creative's performance based on previous performance data. As new layouts are added to Display & Video 360, they'll automatically be used in existing dynamic creatives.

If you prefer complete creative control, you can create and upload a custom layout built using Google Web Designer instead.

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 Google Merchant Center.

Display & Video 360 pixel or Floodlight tag with custom variable
Create a pixel in Display & Video 360 or a Floodlight tag in Campaign Manager and add it to all the product pages of your website. Pass viewed product IDs using a custom variable in the tag or pixel. This adds your website visitors to remarketing lists and associates them with the unique IDs of the feed items they viewed.

Required steps

  1. If not already enabled, enable dynamic creatives for your advertiser:

    1. Open an advertiser, then click Settingsand thenBasic Details.

    2. Near the bottom of the page, find and select Enable dynamic creative.

    3. Click Save.

  2. Upload your product information to Google Merchant Center. Learn more about Google Merchant Center

  3. Create a custom variable and set up a variable mapping to pass back product IDs to Display & Video 360.

  4. Link Google Merchant Center to Display & Video 360.

  5. Build dynamic creatives.
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