Bear in mind that standard remarketing works best for businesses with less products or services, or strict guidelines. Dynamic remarketing, on the other hand, works best for businesses with hundreds of products or services.
The big difference between the two is the dynamic ad. To activate dynamic remarketing, you need to set up the right parameters. This ensures that your business data feed can pull in the exact product or service that people viewed in the past.
Make sure that your tag’s custom parameter ID value matches your feed ID value
To show dynamic remarketing ads to people who've previously visited your site, add your business type’s custom parameters (product IDs, page types and values) to your remarketing tag.
Be sure to tag your entire desktop and mobile site with the dynamic remarketing tag and custom parameters. This activates dynamic remarketing and gathers the customer insights needed to create remarketing lists. Note that Google Ads automatically creates four or five default lists for you. You’ll need the custom parameters added to your dynamic remarketing tag for these automated lists to populate.
Check the setup health dashboard in Google Ads for tag and feed-related notifications. You should have an enabled campaign and ad group, an active remarketing tag and a fully reviewed business data feed to maximise your remarketing impressions.
Keep an eye out for alerts around a low product match rate. This means that your tag might be passing values but that many of them don’t match the item IDs in your business data feed.
1 Source: Google/Nielsen Study: Mobile Path to Purchase: Five Key Findings, November 2013
2 Source: BI Intelligence Study: Shopping Cart Abandonment Report, March 2015.