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About dynamic remarketing for retail

Remarketing allows you to show ads to your past site visitors and customize those ads based on the section of your site people visited. With dynamic display ads for retail, you can take this a step further and display dynamic remarketing ads with specific product information that is tailored to your customer’s previous site activity. 

How it works

To use dynamic remarketing for retail, you’ll need to first submit your product data through Google Merchant Center, link your AdWords and Merchant Center account, and create a dynamic remarketing campaign. These steps will allow your dynamic remarketing campaign to use the product data in your Merchant Center account. 

If you already submit products for Shopping ads, you can use your existing data for dynamic remarketing campaigns. Note that you can also optionally add display ads specific attributes to your product feed.

Once your product data has been submitted to Merchant Center, you can then create a dynamic remarketing campaign in AdWords and add the dynamic remarketing tag to your website. Learn more about creating dynamic remarketing campaigns with AdWords.

Enable item status reporting for display ads

When you advertise your products with dynamic display ads for retail, you can enable item status reporting for these products. This enables the item status overview graph for the Display destination on the Home page as well as item status reporting on the products List page.

To enable offer status reporting for the Display destination:

  1. Sign in to your Merchant Center account.
  2. From the three-dot menu, click Merchant Center programs.
  3. Find the Dynamic remarketing card and click Get started

Once enabled, the reporting can’t be turned off, but you can selectively disable entire feeds from targeting for dynamic remarketing from within the Merchant Center feed set up.

Policies for dynamic remarketing

Advertisers must follow AdWords policies in order to run dynamic ads campaigns. There are specific policies that apply to types of interest-based advertising like dynamic remarking.

Although the source of product data is the same, dynamic ads and Shopping ads are subject to different policies. Therefore, a product could be promoted in Shopping ads, but not in a dynamic remarketing campaign or vice versa.

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