Set up dynamic remarketing with Display, Performance Max, and App campaigns

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Dynamic remarketing shows your previous website visitors more personalized ads based on the products or services they viewed on your website. This feature provides extra settings and reports specifically for reaching previous visitors. This article explains how to set up dynamic remarketing with a Google Ads campaign.

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Before you begin

You can only 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.

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.

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

Instructions

Before you add dynamic remarketing to your campaign, make sure that your website is tagged for dynamic remarketing. Learn more about how to Tag your website for dynamic remarketing.

Set up dynamic remarketing for a Display campaign

Note: You may get notifications if any of your campaign selections may result in decreased campaign performance. You can address these notifications while you create your campaign. Learn more about Features that help you create a successful campaign.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. Click the plus button, then select New campaign.
  5. Choose Sales, Leads, Website traffic, or Brand awareness and reach.
    • If you don’t have a goal in mind, you can also select Create a campaign without a goal’s guidance.
  6. Select Display as the campaign type.
  7. Provide the URL for your business’ website.
  8. Enter a name for your campaign.
  9. Click Continue.
  10. Specify bid strategy and budget. Your budget influences how often your ads show and how prominently they’re featured. Your bidding strategy determines the way your budget is spent.
    1. Enter your daily budget. This amount is the average you want to spend each day.
    2. Choose your bidding strategy. Display campaigns support Smart Bidding, which is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction. Smart bidding can manage your bids for you and can help you meet performance goals. Review our Smart Bidding guide for Display campaigns
      • Display campaigns will automatically suggest a bidding strategy for you based on your campaign goal. If you don’t want to use a suggested bidding strategy, you can choose to select a bidding strategy manually: Target CPA, Maximize clicks, Maximize conversions, or Viewable CPM.
      • If you don’t want to use Smart Bidding, you can choose Manual CPC as your bidding strategy.
      • Select the geographic locations where your ads will appear or places you’d like to exclude. Learn more about location targeting
        • Exclusions can be helpful if you’re targeting a larger area and want to avoid a location within it. For example, you may want to target all of the United States, except a certain state or city.
      • Enter the languages you’d like to target. The ads you’ll create should be in the languages you select here. Learn more about language targeting
      • Select your targeting. 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 your data segments. If you want to target specific segments only, set targeting to “Manual” to choose segments. 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.
      • Add additional settings.
      • Then create your Display ads. Learn how to create your responsive Display ads
      • Review your campaign. On the “Review” page, you’ll have the opportunity to review all of your setting selections. Here, you can address potential issues described in alert notifications. To do this, click Fix it in the notification.
  11. Click Publish campaign.
    • Note: You may not be able to publish your campaign until issues with your campaign setup have been resolved.

Campaign drafts

Campaigns that you create but have not yet published will save as drafts. You can publish campaign drafts at any time in the future, so long as any significant issues that prevented publishing have been resolved.

When creating a new campaign, you’ll have the option to select an existing draft or start without using an existing draft.

Instructions:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Overview drop down in the section menu.
  3. On the "Overview" page, click the New campaign button.
  4. Select Resume campaign draft from the drop down menu.
  5. In the drafts menu, click on the draft that you want to resume drafting or publish.

Now you'll attach feeds to campaigns:

  1. On the "Campaigns" page, click Settings, then select a campaign from the table.
  2. At the bottom of the "Settings" page, click to expand Additional settings.
  3. Click on the down arrow for “Dynamic ads”.
  4. Check the box beside “Use dynamic ads feed for personalized ads”.
  5. Click Save.

Note: When 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.

Set up dynamic remarketing for an App campaign

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

Set up dynamic remarketing for a Performance Max campaign

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. Click the plus icon , then select New campaign.
  5. Choose your campaign objective, select Performance Max as your campaign type, and confirm the conversion goals listed. Learn more about creating a Performance Max campaign.
  6. Select the dynamic remarketing source for your 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.

For Display campaigns, you can only add a feed to your campaign if you haven't added one before. You can change a feed after campaign construction only if the feed is within the same business type.

Adding dynamic prospecting to a dynamic remarketing campaign

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. Select the campaign you’d like to update.
  5. Click on Additional settings.
  6. Click on the drop-down under “Dynamic ads.”
    • This drop-down will select “No data feed” by default.
  7. Click the checkbox next to “use a data feed for personalized ads”.
  8. Select the relevant Data Feed from the drop down menu.
  9. Click Save.
Note: To add targeting to a campaign, refer to the Dynamic remarketing for web setup guide.

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