Practical Ecommerce

Google Dynamic Remarketing in 8 Steps

Remarketing ads typically have a lower cost per acquisition, a higher click rate, and higher conversions than other forms of advertising. Google recently launched dynamic remarketing, where product names and prices, for example, can appear in the ads. So if a shopper visited a product page on your ecommerce site and then left, without purchasing the product, you could dynamically insert the details of that product in remarketing ads, to target that shopper.

Here are eight steps to set up a Google Dynamic Remarketing campaign.

1. Add the Google Dynamic Remarketing Tag on Your Site

Before you launch your Dynamic Remarketing campaign, make sure you have a clear idea of its goals.

  • Who are your highest converting visitors?
  • What are your best selling products and categories?

To install the remarketing tag on your website, add the remarketing tag on the desired pages following the </body> tag.

Once you install the tag, you can verify that it’s set up properly using Google Tag Assistant or Google Tag Manager.

2. Create a New Campaign

Click “+New campaign” in the drop down menu.

Create a new campaign.

Create a new campaign.

Choose “Display Network only” on the campaign page.

Choose "Display Network only"

Choose “Display Network only.”

Set your campaign name and location.

Set your campaign name and location.

Set your campaign name and location.

3. Choose Your Bids and Budget

Set your desired bid and budget amount.

Choose your bids and budget.

Choose your bids and budget.

Select Ad rotation and frequency capping.

Select Ad rotation and frequency capping:

Select Ad rotation and frequency capping.

4. Create an Ad Group

Select “Campaigns” > “New ad group.”

Create a new ad group.

Create a new ad group.

Name your Ad Group, and set a group bid.

Name your Ad group.

Name your Ad group.

5. Set up your Google Dynamic Remarketing Lists

Select “Interests & remarketing” > “Remarketing lists,” and use the arrows to add different user groups to selected audiences.

Add user groups as selected audiences.

Add user groups as selected audiences.

6. Create Dynamic Ads for your Remarketing Ad Group

Select ad sizes. Google defaults to a specific layout and size, as shown on the right, below.

Select ad sizes.

Select ad sizes.

Link your Google Merchant Center with AdWords.

Link your Google Merchant Center with AdWords:

Link your Google Merchant Center with AdWords.

7. Add your Logo

Use the drop down to add your site’s logo.

Add your logo.

Add your logo.

Choose a remarketing ad headline.

Choose a remarketing headline.

Choose a remarketing headline.

8. Customize Ad Colors

Personalize your ad with customized colors.

Customize ad colors.

Customize ad colors.

Save and preview to see your ad. The image below is edited to protect retailer’s identity.

Save and preview to see your ad.

Save and preview to see your ad.

Mary Weinstein
Mary Weinstein
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Comments ( 2 )

  1. Ed Mandell August 20, 2013 Reply

    Google IS Big Brother, is it too much?

    • Mary Weinstein August 20, 2013 Reply

      Hey Ed,

      Remarketing/ retargeting can be intrusive and make users feel uncomfortable regardless of the program (e.g Adroll, Fetchback,etc), but that is one of the major challenges with remarketing for online marketers for sure.

      Even if users do feel that retargeting is too much, remarketing ads have higher conversion rates and click thru rates than most other ads, so they are a good option for online sellers. Especially Google’s program which is more accessible to smaller merchants and is free.

      Are you an online shopper, have you been retargeted to, and did it feel intrusive to youa?

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