You would like to create ads from an image, but do not know how? The answer is dynamic remarketing!

Gotraffic author

Matea Viher

12 October 2021 | Google Ads

You would like to create ads from an image, but do not know how? The answer is dynamic remarketing!

You’ve probably heard of remarketing – a Google Ads option that allows your ads to be displayed to people who have visited your website or an app.

That way, you have the opportunity to remind potential customers who have not converted about your offer and thus encourage them to take action.

But what if you don’t offer just one product or service but rather a large number of products that can’t fit into a standard remarketing ad?

This is where dynamic remarketing comes into play.

What is dynamic remarketing?

Dynamic remarketing is a special type of remarketing that allows you to communicate custom ads with exactly the content users viewed on your page.

For example, if someone viewed multiple models of New Balance sneakers, those models will later appear in the ad format.

As already mentioned, dynamic remarketing is better when you offer a large number of products or services. When you have more choice, your users will likely browse more products, and dynamic remarketing can remind them of everything they’ve viewed in just one ad.

With dynamic remarketing, Google Ads automatically creates ads for you based on product or service feeds. These ads include images of the product or service, price, and text of your choice, based on what users have browsed on the page.

What are the benefits of using dynamic remarketing?

Dynamic remarketing would not be used if there were no obvious benefits for advertisers:

  • ads that match your products and services – dynamic remarketing is paired with your products and services that users have browsed, creates ads according to them and thus allows you to cover your entire inventory
  • simple, powerful, and effective feeds – Google Ads uses the services and products in your feed to create the ideal mix of products or services for each user
  • ad layout for best results – Google Ads can predict which ad layout will best suit the platform, position, and targeted person, and create a custom ad
  • helps you stay relevant – because of personalized ads dynamic remarketing allows you to stay relevant even more than traditional remarketing

In addition, companies that used dynamic remarketing recorded:

One example comes from Google itself. Campmor used dynamic remarketing and achieved 300% higher CTR, 37% lower cost per conversion, 13% higher return on investment, and 13% higher conversion rate compared to classic remarketing campaigns.

Does dynamic remarketing have any drawbacks?

The only flaw that can be found with dynamic remarketing is a certain slowness.

Dynamic remarketing is based on feeds of your products and services that are populated as users browse the products / services on your site.

This means that dynamic remarketing cannot instantly start showing customized ads to individual users, so it will show non-personalized ads for a while.

What types of dynamic remarketing campaigns are available?

Basically, there are two types of dynamic remarketing campaigns:

  • retail – this type of dynamic remarketing requires a feed from the Google Merchant Center, which is still not available in all countries.
  • others – created based on the ad feed that is uploaded to the Google Ads system in .csv, .tsv, .xls, or xlsx format.

There are several types of feeds that you can create in documents and upload to the Google Ads system:

  • education
  • flights
  • hotels and rentals
  • jobs 
  • local deals
  • real estate
  • retail
  • travel custom.

Feeds are specifically tailored for each industry, so it’s best to choose the one that best suits your business.

If you don’t find a feed that suits you among the defined industries, you can always use a custom feed. All feed templates can be downloaded from the Google Ads Help page, with detailed instructions on how to fill them out.

Creating a feed should be the first item on your list because this activity, depending on the number of products and services you offer, can take a lot of time.

Here’s how to upload the feed to Google Ads:

  1. Click on “Tools and Settings” in the upper right corner of the account.
  2. In the “Setup” section, click Business Data.
  3. In the page menu on the left, click Data Feeds.
  4. Click the blue plus sign button and select Dynamic Ads Feed, then select your business type.
  5. Click Select File and attach the feed file.
  6. Click Apply.

What after creating the feed?

For dynamic remarketing to work, it is crucial to tag the pages of the products and services you will use in the feed.

You need to add a Google Ads tracking code to each page of the selected product.

Here’s how to get to the tracking code:

  1. Click on “Tools and Settings” in the upper right corner of the account.
  2. In the “Shared Library” section, click Audience Manager.
  3. Click “Audience Sources” from the page menu on the left.
  4. You can then choose to create a new tag on the “Google Ads tag” tab, and if it has already been created, click “Details” and then set the tag. Here you will have options to set the label that suits you best.

It is very important that you know that you need a global site tag as well as a snippet of event to set up dynamic remarketing.

Usually, the code you have to add to all product pages looks like this. Of course, the values for your Google Ads account and Google Tag manager are filled in depending on the information in your account. Google makes it clear to you which parts of the tag you need to fill in yourself (in this case, we’ve highlighted them in bold).

<!– Global site tag (gtag.js) – Google Ads: 960810719 –>

<script async src=”https://www.googletagmanager.com/gtag/js?id=AW-960810719″></script>

<script>

  window.dataLayer = window.dataLayer || [];

  function gtag(){dataLayer.push(arguments);}

  gtag(‘js’, new Date());

  gtag(‘config’, ‘AW-960810719’);

</script>

<script>

  gtag(‘event’, ‘page_view’, {

    ‘send_to’: ‘AW-960810719’,

    ‘value’: ‘replace with value‘,

    ‘items’: [{

      ‘id’: ‘replace with value‘,

      ‘location_id’: ‘replace with value‘,

      ‘google_business_vertical’: ‘custom’

    }]

  });

</script>

Code goes to every page of the product, so marked areas must be filled with the appropriate data from the feed. It is absolutely essential that you fill in the ID field with the appropriate string of letters and numbers that you have provided in the feed itself, as this will allow Google Ads to link your feed to the product on the page.

If necessary, you can also delete some parts of the event (for example, location_id) if you also removed it from the feed.

Let’s get started with setting up a campaign

Once you’ve created your feed and tagged the page properly it’s time to create a campaign.

When creating a new campaign, select the “Sales” goal. Dynamic remarketing is only available on the Display Network, so choose ‘Display Network’ as your campaign type. Select ‘Standard Display Campaign”.

You will set up the rest of the campaign as usual with one exception.

For ‘Dynamic ads,’ select “Use dynamic ads feed for personalized ads.’ Select the feed you uploaded to the Google Ads system. Select the feed you uploaded to the Google Ads system.

After that, you’ll select your audience and create ad groups. To create a foundation for dynamic ads, you need to create what we know as a responsive display ad.

Now you just have to wait for the dynamic ads to start running.

Dynamic remarketing best practices

  1. Specify the membership duration for remarketing lists

It is tempting to choose the maximum membership duration for the list so you can apply the list in many different ways later. 

But, keep in mind that this means that you can relentlessly “follow” the user on the Internet, which will lead to him starting to perceive you as a boring company that is stalking him.

Therefore, best practice si to set the duration of membership only as long as it is really needed.

Set the membership duration depending on what you want to achieve:

  • If you are targeting people for an annual purchase (for example car insurance), go for at least 13 months.
  • A service that requires people to sign up after 30 days (for example, if you offer a free 30-day trial) should have membership lists of about 60 days, so you know that users will be targeted within a reasonable time.
  1. Don’t overload users with the same ads

Continuing to the point above – don’t overwhelm users on a daily basis either, because running ads too often can earn you the title of a spy company.

Nowadays, users need to see your messages on an average of about 20 times to remember them, but 60 could start to irritate them.

Fortunately, you can avoid this by setting frequency capping in your remarketing campaigns. This way, you set a certain number of times a person sees your ads on a daily, weekly, or monthly basis.

  1. Narrow your audience and show your ads only to “quality” site visitors

If you want to narrow your remarketing to target only users who have had a quality interaction with your site, you can try adding the following criteria to your lists:

  • exclude users who left the page immediately after entering it
  • exclude users who have spent less than 10 seconds on the page.

To do this, you’ll need to create these lists in Google Analytics, and then create a custom combinations list in Google Ads to exclude them.

  1. Don’t target customers who have recently converted

If a user already purchased your product, chances are that the purchased product will appear in dynamic remarketing ads. And that really doesn’t make sense.

This can be prevented by adding a burn pixel to the page users see after the conversion (e.g. thank you page).

After adding this line of code, all visitors who visit the page to which it has been added are automatically removed from the remarketing list.

Conclusion

  • use dynamic remarketing to display personalized ads with products and services that users have browsed
  • dynamic remarketing can bring you better CTR, higher return on investment, higher conversion rates and lower cost per conversion compared to traditional remarketing
  • the first step of dynamic remarketing is creating a feed that you can choose depending on your industry and upload it to the Google Ads system
  • after that, it is necessary to tag each page of the product so that the information can be transferred between the feed and the page
  • the last step is to create a dynamic remarketing campaign in the Google Ads system
  • take some proven practices that can enhance your dynamic remarketing into account

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