Dynamic Remarketing. The splendid setup guide.

What is dynamic remarketing?What is dynamic remarketing?

Dynamic remarketing is a type of Display Campaign that allows you to show tailored Ads to people who have previously visited your website or used your mobile app. Since the Google Display Network has over 2 million sites and reaches over 90% of people on the Internet, your Ads can appear across a large collection of websites, mobile apps, and video content.

Specifics of the Ads: Google will dynamically create ads that include the price, color, image, and product name to show the best items based on the user’s behavior of your website.

For example, images and details of the products that users added to the cart or viewed on the website will be shown through Dynamic Remarketing Ads:


  • Unique and relevant message for each user based on his/her activity on your website.
  • Advanced way to display a customized reminder about special offers or promotions.
  • Customize your message, based on Google Analytics time lag report data:
  • You can create separate product feeds and show only specific bestsellers, using dynamic remarketing.
  • High-performance layouts. Google determines the Ad layout that is likely to convert for specific persons, placement, and platform.
  • Real-time bid optimization. With enhanced cost per click (CPC) and conversion optimizer, Google Ads calculates the optimal bid for each impression.
  • Dynamic prospecting function to attract new potential customers. Dynamic prospecting uses machine learning to collect data on what your potential buyers are looking for. Once the system knows what the user is looking for, it combines this possible intent with demographics-based information such as age, gender, and household income to then match the user with a product in your feed.

What you need to get started

Create a product feed -> Add Tag with custom parameters to your website -> Create Campaign and Responsive Ads in your Google Ads account.

1. Create a product feed

A product feed is a file that contains information about the products, e.g. their unique identifiers, images, descriptions, and prices. It’s a kind of database of all goods or services that may appear in your Dynamic Ads.

Specification for the product feed file:

  • All column names must be in the English language.
  • Allowed formats: CSV, XLS.
  • Encoding: UTF-8 (recommended), UTF-16, or UTF-32.

Mandatory attributes (columns) in the feed: ID, title, description, google product category, link, image link, condition, availability, price, brand, GTIN, MPN, and shipping. However, for different types of business, not all of these attributes are required. Also, you can add more attributes, such as product type, color, or tax (etc.) Here you can see an example of the product feed.

To upload your product feed and start using it for your Dynamic Remarketing Campaign, you can use one of the following options:

  • Direct upload to Google Ads;
  • Upload via the Google Merchant Center.

Direct upload to Google Ads.

To do this, go to the “Setup” menu – “Business data” – “Data feeds”, and click on the “+” icon to add a feed.
Next, choose “Dynamic display ad feed” and select your business type:

Choose the file with the product feed on your computer and make sure that the data uploaded correctly.

Upload via the Google Merchant Center.

There are several options for how your product feed can be uploaded into the Merchant Center:

  • Direct file upload;
  • FTP/SFTP upload;
  • Automatically scheduled fetches;
  • Upload via Google Cloud Storage;
  • Upload via Content API (for more advanced users).

2. Add Tag with custom parameters to your website

Add the dynamic remarketing tag with custom parameters to all pages of your website. Tag adds your website visitors to remarketing lists and associates them with the unique IDs of the feed items they viewed. As a result, your Dynamic Campaign on Google Ads will be able to match the data of user actions on your website with your Product Feed.

To find the remarketing code, you need to go to Google Ads -> Tools & Settings -> Audience Manager:

-> Audience Sources page:

-> Details, scroll down, and select the “Tag setup” option:

Let’s check the GTM variant of the implementation since this variant is the easiest one. Here you will find the Conversion ID:

Copy your Conversion ID and add Google Ads Remarketing Tag via GTM to all pages of your website:

For Dynamic Remarketing to work correctly, it is necessary that every special parameter strictly corresponds to each value on all product pages.
For this purpose, there should be added variables:

  • itemid – this identifies the article;
  • page type – this identifies the page type;
  • total value – this sets the price of the product.

To create these variables via GTM, click the tab “Variables” -> “New” button -> “JavaScript Variable”:

Also, you need to add these variables to your Google Analytics Tag in GTM:

Open the drop-down menu under the advanced settings:

Select “Additional Tag Metadata” – add indices and parameter values -> and “Save”:

After these steps have been completed, you can start creating the campaign itself and start setting up Ads.

After all the above actions have been completed, you will be able to see Automatically created Audiences in Google Ads:

The system creates a standard list of the Audiences for Dynamic Remarketing by default, but you can also add your own lists by clicking on the “+” icon.

For example, you can segment the audience by different parameters, such as an audience that was once interested in a certain product.

3. Create Dynamic Remarketing Campaign and Responsive Ads

For this step, the same procedure applies that has been shown for when you created the Display Campaign:

Choose the drop-down menu in the “Dynamic ads” section -> “Use a data feed for personalized ads”:

Select the Audiences for Dynamic Remarketing (don’t forget to “SAVE” when you’re done):

All that remains to do is to create Ad Groups and Responsive Display Ads:

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