Create Display & App dynamic remarketing campaigns

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Dynamic remarketing campaigns show your previous website visitors more personalized ads based on the products or services they viewed on your website. These campaigns provide extra settings and reports specifically for reaching previous visitors. This article explains how to set up a dynamic remarketing campaign.

Before you begin

You can only use dynamic remarketing with Display Network and App campaigns. If you're interested in running dynamic search ads, review our article About Dynamic Search ads. Learn about dynamic remarketing for App campaigns and about using dynamic feeds for App campaigns.

Keep in mind that your Google tag shouldn't be associated with any personally identifiable or sensitive information. Sensitive categories of websites and apps can't use your data for audience targeting. If you're setting up a campaign and placing the Google tag on your website or mobile app, you need to follow the Policy for advertising based on interests and location.

Optimize your campaign as you create it

As you create your campaign, you may receive notifications based on your setting selections. These notifications may alert you of issues that can result in decreased performance or that may be significant enough to prevent you from publishing your campaign.

The campaign construction navigation menu that appears as you construct your campaign provides a holistic view of your construction progress and will call attention to notifications that you may want to address. Move between steps in the navigation menu to easily review and resolve potential issues with your targeting, bidding, budget, or other campaign settings. Learn more about features that help you create a successful campaign

Note: Google Ads doesn't offer reporting for dynamic remarketing campaigns at the item level. For this granular level of reporting, you'll need your own tracking system.

How to create a dynamic remarketing campaign for Display

  1. Sign in to Google Ads.
  2. Click Campaigns from the page menu.
  3. Click the plus icon , then select New campaign.
  4. Select Sales as your campaign goal.
  5. Select Display as the campaign type.
  6. Provide the website URL that you want people to visit.
  7. Enter a name for the campaign.
  8. Click Continue.
  9. Enter your budget and bidding details, then click Next.
  10. On the “Campaign settings” page, click More settings.
  11. Expand the “Dynamic ads” section, then click Use dynamic ads feed for personalized ads.
  12. Use the drop-down menu to select a business type for your feed. For example, if you're remarketing shoes, choose Retail.
  13. In the "Targeting" section, select your targeting options.
  14. Create your responsive display ads.
  15. Click Create campaign.
Note: Once you select a feed of a particular business type, you can only change it to another feed of the same business type. For example, if you select a retail feed you can only change it to another retail feed.

How to create a dynamic remarketing App campaign

  1. Sign in to Google Ads.
  2. Click Campaigns from the page menu.
  3. Click the plus icon , then select New campaign.
  4. Select App promotion as your campaign goal.
  5. Select your campaign subtype and mobile app’s platform.
  6. Specify a campaign name, bid strategy, budget, start and end dates and ad format settings.
  7. Click Show advanced settings.
  8. In the “Data feed” field, check the box beside “Attach a feed to improve targeting and enable ads that feature your feed items”.
  9. Select either your dynamic ad feed or your Google Merchant Center feed. Learn about using feeds in App campaigns
  10. Click Save and continue.
  11. Create your app ads. Learn how to make effective creative assets for your App campaign

Requirements for using HTML5 ads

You should be able to gain access to HTML5 ads in your Google Ads account once your account has met the following requirements:

  • Account has been open for more than 90 days.
  • Account has more than $9,000 USD total lifetime spend.
  • Account has a good history of policy compliance.

Keep in mind, that meeting the requirements above doesn’t always guarantee access to HTML5 ads.

If HTML5 ads are unavailable in your account, you can apply for access by filling out the Apply for HTML5 access form. Before you submit your application, make sure that your account meets the eligibility criteria listed below. You will receive an email notification with a status update within 7 business days of your application submission.

  • Account has a good history of policy compliance.
  • Account has a good payment history.
  • Account has more than $1,000 USD total lifetime spend.

To maintain continued access to HTML5 ads, please make sure that you don't violate our policies and sustain a good history of policy compliance.

In the meantime, you can use other options like uploaded AMPHTML ads or responsive display ads.

Make sure that you follow the correct display ads specifications.

Dynamic prospecting and dynamic remarketing

Dynamic prospecting brings user information and product information together to show your best product at the right time to the most interested users. Unlike dynamic remarketing, which is focused on getting the most value out of your existing customers, dynamic prospecting is used to acquire new users. 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 users).

How dynamic prospecting works

Dynamic prospecting uses machine learning to get an idea for what potential buyers are looking for. Once the system knows what the user 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 user’s attention and lead to conversions.

Adding dynamic prospecting to a dynamic remarketing campaign

  1. Sign in to Google Ads and navigate to your campaign’s settings.
  2. Click on Additional settings.
  3. Click on the drop-down under “Dynamic ads.”
    • This drop-down will select “No data feed” by default.
  4. Click the checkbox next to “use a data feed for personalized ads”.
  5. Select the relevant Data Feed from the drop down menu.
  6. Click Save.
Note: To add targeting to a campaign, refer to the Dynamic remarketing for web setup guide.
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