How to increase the effectiveness of dynamic remarketing in Google Ads

Dynamic remarketing is the display of advertisements that are generated specifically for a specific person, taking into account their purchase history and behavior on your site.

Almost all contextual advertising specialists use this tool, this is already a must have. However, the overwhelming majority customize it on a leftover basis and do not use all the possibilities.

If you think about it, the main targeting is the audience, which is set up in a couple of minutes. Data for ads is taken from the feed, the layout of which is most often on the client side. All an ad specialist needs to do is set up the link between Merchant Center and Google Ads account, create and configure a campaign, select an audience, ad template, set bids and budgets.

In the reality of a digital agency, such a volume of work will often not exceed one hour of a specialist’s time. Then the matter is small – post-click analysis and timely response.

However, from the perspective of the customer and their business, a dynamic remarketing campaign should be far more strategically important than a regular search engine. Let me explain why:

  1. The audience includes users who came to the site from other sources (organic, CPA, social networks, etc.). Accordingly, a well-tuned dynamic remarketing ad will close pending deals regardless of where the user came from.

  2. In 99% of cases, the landing page of a dynamic remarketing campaign is a product card. This means that the user is already at that stage of the funnel, when only “a stone’s throw” is left to complete the transaction.

  3. Dynamic remarketing interacts with your customer base. Search campaigns aimed at selling “here and now” cannot boast of such an opportunity.

If we analyze the ru-segment of the Internet for successful cases of dynamic remarketing, then for the most part it will be the experience of setting up search advertising and only small crumbs – about the “Dynamic remarketing” tool itself. Therefore, in the article we will talk about its hidden capabilities and non-standard approaches. We will not go deep into the technical part of the work – we will not describe the step-by-step settings. All instructions are in Google Help.

Let’s take a look at the ingredients for a successful dynamic remarketing campaign:

When transferred to the Google Ads side: price, page type, product ID, as well as arbitrary custom parameters (by the way, they are very often neglected).

  • HTML5 ads

  • correct setup of campaigns on the Google Ads side;

  • post-click and further optimization.

The problem is that all of the above items fall within the competence of different specialists: web analyst, website developer, contextual advertising specialist, the client himself. You can also add a web designer, who needs programming skills to create HTML5 ad templates.

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Each of the team has certain skills, and it is extremely rare for several of them to be found in the arsenal of one person. It turns out that specialists communicate in different languages. Therefore, in each project team, a person is extremely desirable who understands the areas of responsibility of all specialists and will be able to coordinate the process.

Let’s take a closer look at the components of a dynamic remarketing campaign.

Concept: we define tasks and goals

Let’s take an example of the concept formulation: dynamic remarketing should return users who bought a toothbrush with soft bristles a week ago. Display an image of a toothpaste for bleeding gums in your ad.

In other words, the concept should answer the questions:

  1. What audience do we use? – The audience of users who bought a brush a week ago.

  2. In what scenarios do we pass dynamic parameters on the site? – When placing an order.

  3. What dynamic parameters are we passing? – As a product identifier, we pass the ID of the complementary product – toothpaste, and as an additional user parameter, we pass the type of toothbrush – with soft bristles.

  4. What is the purpose of dynamic remarketing? – Increase revenue per user through upselling to current customers.

  5. What KPI will be used to determine the success of the campaign? – Relative increase in income per user who bought a toothbrush, at least 20%.

Feed: fill in all available attributes

The main purpose of the feed is to dynamically fill the ad template with content (name, price, photo, discount, etc.). But for some reason, advertising specialists often take into account only the required attributes, while ignoring the optional ones. It is also highly desirable to supplement the feed with custom labels – custom_label attributes from 0 to 4. After all, there is room for imagination here too!

Let’s imagine that we have a dead weight of women’s blouses in a pale pink color in our warehouse. These are the remnants of the past collection that need to be implemented. We can sell them using dynamic remarketing. We generate a feed for these products, specify the sale_price attribute (price including discount), add a column with the sale_price_effective_date attribute (discount date range). At the exit, we get ads with blouses, on which the price is immediately crossed out, the amount of the discount and the limited period of its validity are indicated. Do you understand how strongly these factors influence the decision to purchase?

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Another example. The shop with pale pink blouses has its own warehouses throughout the city and its competitive advantage is the speed of delivery of goods (customers receive an order on the day of registration). This can be reflected in the declaration using the optional max_handling_time attribute. It will show users that they can wear a blouse in pale pink today.

If you want to use non-standard scripts when generating a feed, we recommend that you look at the help.

Read more about feeds

Dynamic parameters to the maximum

Most experts know: “For dynamic remarketing to work from the site, the product identifier, price and type of page on which the interaction with the product took place must be passed to Google Ads.” In this case, the only mandatory among them is the product identifier. But the more information we pass to Google, the better: for machine learning, more data = better overall performance.

Did you know that absolutely any information about a product can be sent to Google, not just the price and ID? If we return to the example with blouses in light pink, then we can transfer information about the color of the product (pink) and its size (S, for example) to the Google Ads side.

Let’s think a little what it can give us. There is a girl who chooses clothes on the site. She went to the blouse page in pale pink. At this stage, we received new information about the user: the girl most likely loves a soft pink color. Next, she chose size S from the dimensional grid – now we know what size of clothes she needs to offer. After choosing the size, she saw a message that this blouse of the required size was not available, and then left the site.

Size selection

Dynamic topic remarketing is also valuable because it will not let our prospect go. We will show this girl the collages of blouses in pale pink in size S (other models) that are in stock. Agree, this greatly increases our chances of returning her to the site?

In this scenario, the optional dynamic attributes (color and size) do the following:

  1. They segment the audience by their preferred color and size – thanks to these attributes in Google Ads, we can create an audience with the following conditions:
    • event purchase (the user did not place an order);
    • item_color = pink (the user viewed the product card in pink);
    • item_size = S (user selected size S).
  2. Based on dynamic attributes, the next logical step would be to segment the product list in the campaign settings according to the same feed parameters:
    • availability = in stock (we show in ads only those products that are available for sale);
    • product type = Blouses;
    • color = Pink;
    • size = S.
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However, it should not be forgotten that you can only split your audience so much if there is a lot of traffic coming to the site. Otherwise, the sample by audience will be too small and the ad will not work. This point should be taken into account when developing a campaign concept.

Announcements: we follow the layout and design

We all imagine what a collage of products looks like – dynamic remarketing follows everyone in any advertising system. Some “showcases” are dry, nondescript, sometimes even with a worn layout. Others – in branded colors, with high-quality photographs, sharpened specifically for display on the banner.

Example ad

An example from life. The store on whose website I was looking for a specific winter jacket caught up with me announcing this product. I was offered two images: a standard product on a white background and a jacket on a man. At the same time, the layout of the ad itself was designed in the store’s corporate colors: with a logo, typeface and similar trifles, which most advertisers neglect. I never bought a jacket, but I confess that I was very impressed with how meticulously the specialists approached the layout of the dynamic ad. Take on arms!

If you don’t have a web designer, Google Web Designer can help you. It is a graphic editor for creating high quality HTML5 ads in various formats. For instructions on how to create it, see Google Help.


In the next article, we will look at the remaining two components: setting up a campaign on the Google Ads side and diving into post-click analysis. We will also tell you about the optimization of dynamic remarketing advertising campaigns.

Don’t be afraid to look for non-standard approaches! Do not think that all the “golden pearls have already been raised from the bottom” – if your competitors do not do it, you do. Perhaps you can come up with a dynamic remarketing concept that will show an incredibly high ROI on a test budget. The only thing left to do is to scale the success.

If you do not fully understand the idea and capabilities of the tool, then first try to come up with a concept. Avoid feeds, dynamic parameters and other technical issues. When your sketches are ready, contact the technical specialists for help. Your plan will definitely come true!

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