Create a dynamic remarketing campaign for Display

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Dynamic remarketing campaigns show your previous website visitors tailored and more personalized ads based on products or services they viewed on your website. These campaigns provide you with 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 remarketing tag shouldn't be associated with any personally identifiable or sensitive information. Sensitive categories of websites and apps can't use remarketing. If you're setting up a remarketing campaign and placing the remarketing tag on your website or mobile app, you need to follow the Policy for advertising based on interests and location.

Note: Google Ads doesn't offer reporting for dynamic remarketing campaigns at the item level. If you want to see this granular level of reporting, you'll need to track these metrics within 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. Choose Display Network.
  5. Select Sales.
  6. Select Standard display campaign, then click Continue.
  7. Specify a campaign name, bid strategy and budget.
  8. Your selections in the “Targeting” section is where dynamic remarketing comes in. For optimal targeting, select “Automated” so that Google’s machine learning can help you target with the greatest reach. This includes remarketing. If you want to target specific audiences only, set targeting to “Manual” to choose audience groups in the audiences menu. The tracking from your global site tag helps Google identify the best audiences for you to choose from. Once you’ve manually selected a list from the list options, click Done. You’ll also be able to include more targeting options and can incorporate “Targeting expansion,” which lets Google target the highest performing audiences for your ads.
  9. Then create your Display ads. Learn how to create your responsive Display ads
  10. Click Create campaign.
  11. Now you’ll attach feeds to campaigns.
    1. Go to “Campaigns” in the left page menu to select your campaign.
    2. Click Settings.
    3. Click Additional settings
    4. Click on the down arrow for “Dynamic ads”.
    5. Check the box beside “Use dynamic ads feed for personalized ads”.
    6. Click Save.
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 App as the campaign type.
  6. Select your campaign subtype and mobile app’s platform.
  7. Specify a campaign name, bid strategy, budget, start and end dates and ad format settings.
  8. Click Show advanced settings.
  9. In the “Data feed” field, check the box beside “Attach a feed to improve targeting and enable ads that feature your feed items”.
  10. Select either your Dynamic ad feed or your Google Merchant Center feed. Learn about using feeds in App campaigns
  11. Click Save and continue.
  12. 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 generated sufficient history on our platform and has met the following requirements:

  • Account has been open for more than 90 days.
  • Account has more than USD 9,000 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 via this 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 USD 1,000 total lifetime spend.

To maintain continued access to HTML5 ads, please make sure that you do not 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 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 users who would be the most interested. 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 first-party data (including your remarketing lists).

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 possible intent 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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