Set Up A Google Dynamic Remarketing Campaign In 10 Minutes

By Tinuiti Team

Below are steps to set up a Google Dynamic Remarketing campaign in 10 minutes.

Just enough time to boil some water for mac n cheese.

1. Install The  Google Dynamic Remarketing Tag

Before you start creating a Google dynamic remarketing campaign, your need to install the remarketing tag on every page of your site.

Here is an example code of the tag (Everything after the bolded text are optional):

<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_conversion_label = “YYYYYYYYYY”;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
<script type=”text/javascript” src=”//”>
<div style=”display:inline;”>
<img height=”1″ width=”1″ style=”border-style:none;” alt=”” src=”//;label=YYYYYYYYYY&amp;guid=ON&amp;script=0″/>

Once you set up your Google Dynamic Remarketing tag, you can verify it is set up properly using Google Tag Assistant. You also have the option of using Google Tag Manager

2. Create A New Campaign For Google Remarketing

You can also reference Google’s Dynamic Remarketing initial setup steps.

A. Select Display Network Only On The Campaign Page:

Google dynamic remarketing campaign first steps

B. Select +New campaign (in the drop down):

Google Dynamic Remarketing new campaign

Here is a close up of that same tab:

Google Dynamic remarketing create a new campaign


C. Name Your Google Dynamic Remarketing Campaign, And Determine Location:

Dynamic Remarketing Create a new campaign, name campaign


D. Select location and language (if this is relevant to your site):Dynamic-Remarketing-new-campaign5

3. Set Bids And Budget For Your Google Dynamic Remarketing Campaign

Google Dynamic Remarekting, Campaign Set Up bidding and budget

A. Consider using CPC BiddingeCPC Bidding or CPA bidding.Check out this page for more information on bid strategies and CPA bidding

Save and continue.

B. Set Ad Rotation and frequency capping: 

Google Dynamic Remarketing Frequency capping setup

For more details on Google Dynamic Remarketing ad rotation and frequency capping, view this resource.

Save and continue.

4. Create An Ad Group In Your Google Dynamic Remarketing Campaign.

A. Create an ad group by selecting Campaigns> New ad group:


B. Name your Ad Group, and choose a bid for your ad group:

Google Dynamic Remarketing Ad group name and bids


C. Set up your Google Dynamic Remarketing list(s).

Google Dynamic Remarkting lists are segments of users who have visited your site. Google shows remarketing ads to groups of visitors based on what they viewed.

Select Interests & remarketing> remarketing lists, and use the >> arrows to add different user groups as selected audiences:

Google Dynamic Remarketing, Create an ad group: target ads

Save and continue.

You can get even more granular with your ad groups if you like by segmenting by other variables:

Google Dynamic Remarketing, ad ad groups, narrow target

5. Create Dynamic Ads For Your Remarketing Ad Group.

A. Select “Automatically select the best layout and include all ad sizes.” (left below)

Google will populate the ad sizes, which you will be able to preview before saving.

B. Select Ad sizes. Google defaults to a layout and size, which Google encourages you maintain (right below):

Google Dynamic Retargeting ad layout


C. Link your Google Merchant Center with AdWords:

Google Dynamic Remarketing link merchant center account with AdWords

Click Done and Save ads.

D. Add your site logo:

Google Dynamic Remarketing remarketing ad setup-logo

E. Choose a remarketing ad headline:

Google Dynamic Remarketing Ad headline

F. Customize ad colors for your brand:

Google Dynamic Remarketing Ad ad color

G. Save and preview:

(Note this image is edited to protect retailer identity)

Google Dynamic Remarketing ad creation, save and preview

Annnd now you can eat that mac!

*This is an overview of the setup for a Google Dynamic Remarketing campaign, for a more in-depth resources check out:

Want to Learn More About Google Dynamic Remarketing?

Check out the Google Dynamic Remarketing Guide Book! 


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