Getting Started With Google Dynamic Remarketing

Google Dynamic Remarketing Setup

Mary Weinstein

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If you are not quite ready to get started setting up Dynamic Remarketing, start with the links below:

How To Set Up A Google Dynamic Remarketing Campaign

Google Dynamic Remarketing is a big deal. Its a cheaper alternative to Remarketing Platforms, and more accessible to a smaller merchants. While Google Dynamic remarketing does require management, its user intuitive, and includes automated features for selecting audiences, sites and other variables.

1. Install the Dynamic Remarketing tag on your site.

2. Create A New Google Remarketing Campaign.

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

4. Create Dynamic Ads For Your Remarketing Ad Group

1. Install the Dynamic Remarketing tag on your site.

Google notes setting up a Dynamic Remarketing campaign as your first step to get started with Google Dynamic Remarketing. However, just like with Google Shopping, its in your best interest to make sure you  have tracking set up BEFORE you set up your campaign. Just like it doesn’t make any sense to have a Google Shopping campaign running where you can’t track conversions, you’ll want to be able to look at ad performance for your Remarketing campaign on Google.

Install The Dynamic Remarketing Tag

Google Dynamic Retargeting tagGoogle requires you install the Dynamic Remarketing Tag to every page of your site, so you’ll need access to your backend, or you may need to use your developer.

This process is similar to using merchant surveys or tracking pixels for shopping channels, so don’t get too worried just yet.

The remarekting tag will communicate to Google what a shopper has looked at, (what page they viewed, which product), so within the remarketing tag you need to identify specific variables:

  • Product Page
  • Shopping Cart Page
  • Purchase Page
  • General Site Visit

Google provides this tag example, with blue indicating remarketing tag elements, and green indicating custom paramaters:

<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"/>

You’ll likely want to provide custom parameter information in your remarketing tag as that will allow you to dynamically send information such as the type of page a visitor is viewing, what the product is they are looking at,  and the total price of the item.

Google recommends merchants send as many additional custom paramaers as possible using the tag (e.g Product category, value, quality, visitor age,etc).

Your Remarketing Tag Should:

  • Be installed on every page of your site
  • Use JavaScript Object Notation Format (JSON)
  • Have parameters seperated by commas

Make Sure Your Google Dynamic Remarketing Tag Is Installed Properly

If you’re unsure if your Google Dynamic Remarketing tag is installed properly, you can check each page to see if the tag is validated using the chrome extenstion Google Tag Assistant.

And or you can check all of your Remarketing tags after set up using the Remarketing Tag section in AdWords, under Audinences> Validate Your Marekting tab.

Other Information About Google’s Dynamic Remarketing Tag

2. Create A New Google Remarketing Campaign

Before you set up a new campaign for Google Dynamic Remarketing, make sure:

  • You understand how Google Dynamic Remarketing works, and what audiences Google segments (All visitors, general visitors, product viewers, etc.)
  • You have a Google Merchant Center account, which you are sending a data feed regularly to.
  • Your data feed is up to date and optimized for SEO and user intent.
  • Your Google Merchant Center and AdWords accounts are linked.

Create A New Campaign For Google Remarketing

1. Select Display Network Only On the Campaign Page.

Google dynamic remarketing

Select +New campaign (in the drop down).

Google Dynamic remarketing create a new campaign

2. Name your campaign.

Dynamic Remarketing Create a new campaign, name campaign

3. Choose a campaign type> Display Network Only- Remarketing.

Dynamic Remarketing set up,display network only

4. Select location and language if these variables influence your site traffic.Dynamic-Remarketing-new-campaign5

5. Choose bidding and budget options. Save and continue.

Google Dynamic Remarekting, Campaign Set Up bidding and budget

CPC Bidding– Think of Product Listing Ads here. You choose what your cost per click rate is, and actively change it based on performance.

eCPC Bidding– Changes bids for you based on the maximum CPC

CPA Bidding– Google sets your bid per click to try and reach a conversion goal. Check out this page for more details on best practices for CPA bidding.

8. Select location and language if these variables influence your site traffic, save and continue.

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

1. Create an ad group by selecting Campaigns> New ad group. Generally your first ad groups is going to be an All Visitors ad group.


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

Google Dynamic Remarketing Ad group name and bids

3. Choose who you want your ad to show up for.

To do this 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

Google defaults to the four visitor types which default for 30 days.

  • General visitors
  • Product viewers
  • Shopping cart abandoners
  • Past buyers

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

4. Create Dynamic Ads For Your Remarketing Ad Group.

1. Click Select image in the dropdown menu to upload a logo. OR  choose My site to take a logo directly from your site:

Google Dynamic Remarketing remarketing ad setup-logo

2. Change ad headline colors. 

Google Dynamic Remarketing Ad headline
Google Dynamic Remarketing Ad ad color
Review and finish.


What If I Already Have Retargeting Set Up?

Google Dynamic Remarketing is more in-depth and customizable than Google’s more manual remarketing, so its probably a good idea to just pause your old ads, and re-start with Dynamic Remarketing.

For tagging, Google notes: “If you already have a regular remarketing tag and a Google Merchant Center account, you could make a few changes to your existing tag to start using dynamic remarketing. These changes will let you send additional information to AdWords through your tag.”


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Google Dynamic Remarketing Guide 2.0