4. Set up a dynamic remarketing campaign

Dynamic remarketing combines the reach of both web and app audiences into a single campaign.

If you have an existing dynamic remarketing for a web campaign, you may use it to also reach your app users. Simply add a remarketing list built around your app users to your existing campaign. You'll learn how to do this in the next step.

Create a dynamic remarketing campaign

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 .
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.
       • The most you'll pay per month is your daily budget times 30.4 (the average number of days in a month). Some days you might spend more or less than your daily budget. Learn more about charges and your average daily budget
    2. Choose your bidding strategy. Display campaigns support Smart Bidding, which is a subset of automated bid strategies that use machine learning to optimise 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, Maximise clicks, Maximise 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 Australia, except a certain state or city.
       • Enter the languages that you’d like to target. The ads that you’ll create should be in the languages that 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 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 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 .
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. Tick the box beside 'Use dynamic ads feed for personalised 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 .
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, tick 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 .
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:
   • Advertisers with a GMC feed: Select a Merchant Center account to link to your campaign. If your site is tagged for dynamic remarketing, dynamic remarketing will automatically be activated in your campaign.
     1. Note: Ensure that you have turned on the Dynamic remarketing program card in Merchant Center, otherwise dynamic remarketing won’t serve.
   • Advertisers without a GMC feed: Select a dynamic ads feed to link to your campaign. If your site is tagged for dynamic remarketing, it will automatically be activated in your campaign.

For more detailed instructions, read Create a dynamic remarketing campaign.

Follow Google’s best practices for Display remarketing

1. Use Google Tag Manager to tag your entire site for creating remarketing lists.
2. Create remarketing lists that you can target with different bids or ads.
3. Set your remarketing bids and formats.
   • Use Target CPA in your remarketing campaign to maximise conversions.
   • Upload image ads in different sizes to reach users across all device types.
   • Set up dynamic remarketing with our comprehensive guide.
   • Use Target ROAS in your remarketing campaign to maximize revenue.
4. Modify your campaign’s restrictions.
   • Remove language, location and placement exclusions for remarketing campaigns.
   • Use an automated bidding strategy to automate frequency caps towards the best performance.
5. Expand your remarketing lists.
   • Add Similar segments targeting to your Display campaign.
   • Add in-market audiences targeting to an ad group.
6. Add custom parameters to your remarketing tag.
7. Set up your business feeds.
   • Create a feed for your dynamic display ads.
   • Check the status of your ads in the Business Data section of your account.
8. Read Reach Past Visitors with Display Remarketing: Google Best Practices for more detail.

Set an automated bidding strategy

1. Maximise Clicks to increase site visits.
2. Get the most conversions for your Target CPA.
3. Manage manual bids with Enhanced cost-per-click (ECPC).
4. Maximise Conversions to get the most out of your budget.
5. Read About automated bidding for more detail.