The short story on Dynamic Remarketing
Dynamic Remarketing with Analytics lets you show remarketing ads for content or products that are most likely to interest your users based on the content or products they viewed on your site, related and top-performing content and products, as well as their purchase histories and demographics.
When users browse content, research products, or follow ads for specific products on your site, but leave without converting, you can use Dynamic Remarketing to make related, relevant content and products visible to them again as they visit other sites on the Google Display Network. You can tap into a recent interest (“That one-day discount is too good to pass up”), or reawaken an older interest (“Diamonds are an indulgence, but they last forever”), and drive conversions that already have some momentum behind them.
You can also follow up with users who have already converted. Users who are already favorably disposed toward your products might be easily influenced to purchase that additional product they were considering (“I love the coat; now maybe I need the hat to go with it”).
Dynamic Remarketing uses the segment-based lists you create in Remarketing with Analytics as the basis for Dynamic Remarketing campaigns in Google Ads.
Dynamic Remarketing vs. (non-Dynamic) Remarketing
Remarketing with Analytics (the non-dynamic version) relies on an audience definition based on the dimensions and metrics that are available in Analytics when you enable Advertising Features. These dimensions and metrics describe and measure user- and session-based behavior on your site, and also include user attributes like Age, Gender, and Interest.
With Dynamic Remarketing, you update your page tags with vertical-specific attributes so that you collect additional information and can further refine audiences based on those attributes. For example, Analytics can collect things like the IDs of products that users interact with on retail websites and the origin-and-destination information that users supply on travel websites. After updating your tags, you then create corresponding dynamic attributes in Analytics and link them to your Google Ads account.
With this updated tagging and with the corresponding attributes available in Google Ads, you can then create audiences to whom you can serve personalized remarketing ads. The content of the ads is based on the data Analytics captures; for example, if users have viewed a specific product on your site, then you can show those users a remarketing ad for that product or for a related or top-performing product.
Prerequisites
To use Dynamic Remarketing, you first need to:
- Enable Remarketing and Advertising Reporting Features in Analytics.
- Link your Google Ads and Analytics accounts.
- Link your Google Merchant Center and Google Ads accounts (required only for Retail vertical).
Once you're sure that you meet these prerequisites, then carry out the mandatory steps in the next section.
Next steps
After you meet the prerequisites listed above, you can then implement Dynamic Remarketing by completing the following mandatory steps. It's recommended you complete these steps in the order listed:
- Update your Analytics tracking code for Dynamic Remarketing.
- Create audiences for Dynamic Remarketing.
- Create attributes for Dynamic Remarketing.
- Create your Dynamic Remarketing campaign in Google Ads.
