Everything You Need to Know About the Google Dynamic Remarketing Tag
Retargeting is a form of online advertising that targets shoppers who have already visited an online store. Merchants re-target or re-market shoppers who have already been to their site.
Google’s retargeting program, Google Dynamic Remarketing enables Google advertisers to retarget on the Google Display network.
Advertisers create product and site specific ads for shoppers who have:
- Visited your site
- Viewed a product page on your site
- Added an item to their cart on your site
- Purchased an item on your site
Setting up a remarketing campaign involves using a piece of site code (sometimes called a pixel or tag) which drops a cookie on browsers who visit your site- and tracks shopping and click behavior so advertisers can optimize ad placement and bids.
Before you set up a Google Dynamic Remarketing campaign, you’ll need to set up the Dynamic Remarketing tag.
Google Dynamic Remarketing Tag
In order to track user behavior, the Dynamic Remarketing Tag needs to be on every page of your site. Below are some of the major elements of the Google Dynamic Remarketing tag you should share with your developer:
- Needs to be installed on every page of your site
- Tracks product ID and page visit type
- Requires JavaScript Object Notation Format (JSON)
- Parameters should be separated by commas
Here is an example of what the Google Dynamic Remarketing Tag looks like:
<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
};
</script>
<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = xxxxxxxx;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type=”text/javascript” src=”//www.googleadservices.com/pagead/conversion.js”>
</script>
<noscript>
<div >
<img height=”1″ width=”1″ alt=”” src=”//googleads.g.doubleclick.net/pagead/viewthroughconversion/xxxxxxxx/?value=0&guid=ON&script=0″/>
</div>
</noscript>
Custom Paramaters
Google’s Dynamic remarketing tag tracks site user behavior to document shopping variables such as page views, product views and site activity. When setting up the Google Dynamic Remarketnig tag, advertisers need to identify variables so Google can populate that information within AdWords including:
- Product Page
- Shopping Cart Page
- Purchase Page
- General Site Visit
To add custom paramaters to the Google Dynamic Remarketing tag, include your site specific variables in the remarketing tag:
<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
};
Send as many additional custom paramaters as possible using the tag. Some paramaters you might consider include:
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
};
Send as many additional custom paramaters as possible using the tag. Some paramaters you might consider include:
- product category
- value
- quality
- visitor page
Verify Google Dynamic Remarketing Tag
1.Check that your Remarketing tag is working in AdWords
2. Use Chrome Tag Assistant to validate tracking
Next Step: Set up Google Dynamic Remarketing Ads
Learn how to set up Google Dynamic Remarketing Ads, best practices when setting up ads and how to increase conversions with Dynamic Remarketing:
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