Create a dynamic remarketing campaign

Dynamic remarketing campaigns are used to show your previous visitors ads with 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" 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. 



The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.

  1. Sign in to AdWords.
  2. Click Campaigns.
  3. Click +Campaign and select "Display Network only."
  4. Leave the "Marketing objectives" option selected and check "Buy on your website."
  5. Choose a campaign name, bid strategy, and budget.
  6. Expand "Show additional settings."
  7. Expand "Dynamic ad settings" and check "Use dynamic ads."
  8. Click "Business type" and choose the business type that represents your products or services. If your business type is retail, select "Retail" and link your Google Merchant Center account. If your business type isn’t listed, select "Other - custom option."
  9. Click Set up remarketing to begin the 3-step process for creating your remarketing tag, lists, and feed:
    • Step 1: AdWords will create an empty feed. You’ll be able to email the link to your feed to yourself or your feed specialist, along with instructions on how to complete and upload your feed.
    • Step 2: AdWords will create the remarketing tag for you. You'll be able to email the tag to yourself or your webmaster, along with instructions on how to add it to your website. If you use Google Analytics, you’ll see a checkbox to use the tracking code that’s already on your website instead.
    • Step 3: AdWords will automatically create 4 or 5 default lists to get you started, so you don't need to create these lists yourself. Default lists include visitors who came to your website but didn't view specific products or services, visitors who viewed search results, visitors who viewed a specific product or service page, visitors who started but didn't complete a conversion, and visitors who converted. Later, you can create new lists for your different groups of website visitors.
  10. Click Return to campaign.
  11. Click "Feed" and select your new feed.
  12. Click Save and continue.
  13. Enter an ad group name and bid.
  14. On the Remarketing lists tab, you'll find your default remarketing lists added to your ad group.
  15. Click Save and continue if you want to create your dynamic display ads, or Skip ad creation if you want to do this later.


Requirements for using HTML5 ads

HTML5 ads are not available for all advertisers.

You should automatically have access to HTML5 ads in your Google Ads account if your account meets the following requirements:

  • Account has been open for more than 90 days

  • Account has a good history of policy compliance

  • Account has more than USD 9,000 total lifetime spend

You can also request access to use HTML5 ads in your Google Ads account. You’ll need to apply for access, and your account must meet the following requirements:

  • Account has a good history of policy compliance

  • Account has a good payment history

  • Account has more than USD 1,000 total lifetime spend

Keep in mind, however, that meeting the requirements above doesn’t guarantee access to HTML5 ads. Once you submit your application, you’ll receive an email update within 7 business days.

Please note that HTML5 access may become unavailable to you in the future if you violate any prohibited practices or prohibited content policies.

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


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 it 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 into 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 personalised 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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