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, letting you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site or app to complete what they started. Learn how to set up dynamic remarketing for your website visitors, and your app users.
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 Google Ads 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 site.
- High-performance layouts: Google Ads predicts which dynamic ad layout is likely to perform best for the person, placement, and platform where the ad will show.
- Real-time bid optimization: With enhanced CPC and conversion optimizer, Google Ads calculates the optimal bid for each impression.
What you’ll need to get started with dynamic remarketing
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 Center.
For website remarketing- 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 they viewed. You’ll find your tag in the Audiences section of your Shared library. Learn how to tag your website for dynamic remarketing
Create responsive display ads: Responsive display ads are asset-based, and automatically adjust their size, appearance, and format to fit available ad spaces.
How to use dynamic remarketing
You can use dynamic remarketing with Display Network, Performance Max, and App campaigns. If you're interested in dynamic search ads, review About Dynamic Search ads. Learn more About dynamic remarketing for apps and About using feeds in App campaigns.
Dynamic remarketing ads use product ID information from your Google Merchant Center to run automatically if you create a Performance Max campaign with Google Merchant Center, and you tag your site for dynamic remarketing.
If your Performance Max campaign isn’t linked to Google Merchant Center, you’ll notice a setting for dynamic ad feeds. From this setting, you’ll need to link a feed to your campaign to turn on dynamic remarketing ads.
Dynamic prospecting and dynamic remarketing
Dynamic prospecting brings customer information and product information together to show your best product at the right time to the most interested customers. Unlike dynamic remarketing, which is focused on getting the most value out of your existing customers, dynamic prospecting is used to acquire new customers. This difference makes dynamic prospecting the preferable method if you’re a new advertiser or if you’re targeting an audience different from your own data segments (including your data segments that include website visitors and app customers).
How dynamic prospecting works
Dynamic prospecting uses machine learning to get an idea for what potential buyers are looking for. After the system knows what the customer is after, it combines that want with demographics-based information such as age, gender, and household income to match the user with a product in your feed. The products in your feed are evaluated based on performance, relevance, and other factors to determine which ones are most likely to catch the customer's attention and lead to conversions.
Add dynamic prospecting to a dynamic remarketing campaign
- In your Google Ads account, click the Campaigns icon .
- Click the Campaigns drop down in the section menu.
- Click Campaigns.
- From the “Campaigns” page, click the Settings tab, then select a campaign.
- Click Additional settings.
- Click on the dropdown under “Dynamic ads.”
- This dropdown will select “No data feed” by default.
- Click the checkbox next to “use a data feed for personalized ads”.
- Select the relevant Data Feed from the drop down menu.
- Click Save.
Stories from businesses who use dynamic remarketing
- Netshoes, the world’s largest web-only retailer of sporting equipment and athletic apparel, saw 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 store, saw their conversions increase 5X with dynamic remarketing compared to regular remarketing campaigns. Read their story