Google Dynamic Remarketing: Frequently Asked Questions

Questions About Google Dynamic Remarketing?


Mary Weinstein

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With Google’s  dynamic remarketing program out of beta there’s been a ton of buzz out there but very little answers so far.

Below we’ve put together a set of questions that have come up so far, but feel free to chime in with more in the comments and we’ll do our best to answer them!

For starters, what is it?

In a nutshell, Google’s current remarketing program allows you to display ads to visitors that have been to your  site on Google’s various advertising properties around the web that link back to your site.

Google Dynamic Remarketing takes it a step further and targets on a product basis and allows for numerous ways to customize and optimize your campaigns.

And now on to our top ten:

1. What advantages does Google Dynamic Remarketing provide over another provider like Adroll,Criteo,or BuySight?

Two things:

1. Both Criteo and Buysight have high minimum monthly fees for product level retargeting. Google does not so this is essentially opening up product level retargeting to all retailers (not just the “big boys”).

2. Google has a lot more demographic information about the user which allows you as an advertiser to have more control over your budget, based on their cookie setup and profiles. As an example one of our clients converts really well on traffic for user between 18-24 and very poorly with 65+. That type of filtering does not exist on the non Google platforms.

2. What is the setup procedure required?

Full set up details for dynamic remarketing can be found here:

The main steps are basically:

  • set up and install Google’s pixels on your site
  • create a campaign within Adwords
  • link it with your Google merchant center feed
  • let it run!

3. What’s the pricing structure?

Like Google’s other display networks, merchants can choose between a CPC or a CPA payment option.

With either option Google will optimize your campaigns whether you want to maximize the amount of clicks/impressions that you receive, or you can have Google optimize specifically for conversions.

4. Do I need to hire a graphic designer to generate ads?

Nope! If you have a mouse and a screen you can design your ads in minutes.

Google provides merchants with all the resources necessary to get started, with banner sizes comprising all the standard industry sizes as well as pre-designed templates.

A merchant just needs to enter some text, select a color scheme and upload their logo to get some great looking ads generated.

5. Do I have to send my entire feed?

Similar to Google Shopping a merchant can send as little or as much of their feed as possible.

And similar to Google Shopping we do recommend sending  all of your in stock products in the feed, whether you let Google auto-optimize your campaigns or if you’re going to manage the program yourself* initially to see which of your products work best.

*or if you let an agency manage it

6. Do I need to send a separate feed to the Google Merchant Center?

You can use the same feed that you use for your Google Shopping campaigns.

But, if you want to change what products are active in your remarketing campaigns, at this time you will have to create a separate feed and link to it on Google accordingly.  However there are certain things you’ll need in order to get both feeds live, e.g. create unique ids for each feed otherwise the products will just overwrite each other.

7. Can I determine which sites I advertise on?

Yes! After you get started with Google’s remarketing program you will see a list of sites that you are listed on with a full breakdown of impressions, clicks, costs, revenue, etc. from each individual site.

From there you can raise or lower your maximum bids on a per site basis, or stop advertising on them altogether.

8. How large of a budget do I need?

Similar to the Google Shopping program your budget can be as low as you want it to be with no minimum spends at all.

However like any successful marketing program we do recommend that you start with a decent sized budget to in order to gather enough data to make informed decisions in optimizing your campaigns.

9. How do I know if this is the right program for me?

The first thing to look for is that you currently get a “significant” amount of traffic to your site currently. The size of your remarketing audience is going to be directly proportional to 1) your budget, and 2) the size of your current audience–after all you won’t be able to remarket to anyone if you didn’t already reach them.

So if you’re a brand new merchant it’s recommended that you pursue other sources first, e.g. the comparison shopping engines or Google’s own adwords/Shopping properties.

Still, given their lack of minimum fees, dynamic remarketing can be a great investment to get into if you can fit it into your budget.

10. What Optimization Techniques Can I Apply to My Dynamic Remarketing Campaigns?

Since dynamic remarketing is feed based, similar to Google Shopping, merchants can optimize on the product level basis (which includes category, brand, or price tiers as well) on top of other techniques.

These include adjusting bids based on:

  • gender
  • age groups
  • by domain/website

Merchants can also make adjustment based on whether a user just landed on their homepage, went to a product page, made it to the checkout page, or actually made a purchase.

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Google Dynamic Remarketing Guide 2.0