Google Dynamic Remarketing for Google Ads

Relevant and targeted ads help you improve your conversion rate, and that’s exactly what Google dynamic remarketing brings to the table.

Learn how to utilize data from the user’s past interactions and get them to convert!

Let’s get right into it!

What is Google Dynamic Remarketing?

Google Dynamic Remarketing is a powerful advertising feature within Google Ads that allows businesses to show personalized ads to users who have previously interacted with their website or mobile app.

These ads are dynamically created and tailored to each user, showcasing the exact product or service they viewed on your site.

It’s like having a personal shopper who follows you around, reminding you of that pair of shoes or that vacation package you were eyeing.

  • Google Ads
    • Google Ads is the platform where you can create and manage your dynamic remarketing campaigns. It’s like the control center of your advertising universe, where you can pull the levers and push the buttons to make your ads come to life.
    • Once you’ve set up your Google Ads account, you can get started with dynamic remarketing by creating a new campaign. This is where the magic begins. You’ll choose your campaign type, set your budget, and define your target audience. It’s like setting the stage for a grand performance, where your ads are the stars of the show.
  • Dynamic Remarketing in Google Ads
    • Dynamic remarketing in Google Ads takes your advertising to the next level. It’s like adding a sprinkle of fairy dust to your campaign, making your ads more relevant and engaging. With dynamic remarketing, you can show ads that feature the exact product or service a user viewed on your site, along with related products they might be interested in.
    • This is where the real magic happens. Your ads will be like a personal shopper, guiding users back to your site and encouraging them to complete their purchase. It’s like having a friendly reminder that says, “Hey, remember me? I’m exactly what you were looking for!”

Best Practices for Google Ads Dynamic Remarketing

Navigating the world of Google Ads Dynamic Remarketing can be like exploring a vast and intricate maze.

There are twists and turns, dead ends, and hidden treasures.

But fear not, for we have the map that will guide you through this labyrinth and lead you to the treasure trove of a successful dynamic remarketing campaign.

1. Structuring Dynamic Retargeting Campaigns

The structure of your dynamic retargeting campaigns is the foundation upon which your success is built. It’s like the blueprint for a magnificent building, ensuring everything is in its right place.

  • Single Campaign vs Multiple Campaigns
    • Consider whether a single campaign or multiple campaigns will best serve your needs. A single campaign can be more manageable, while multiple campaigns can offer more targeted and personalized ads.
  • Filtering by Product Brand
    • If you offer products from multiple brands, consider filtering your campaigns by product brand. This will allow you to create more targeted and relevant ads for each brand, ensuring your message resonates with the right audience.

2. Prioritizing Top-Selling Products

Your top-selling products are your golden geese. They have proven their worth and deserve to be showcased in your dynamic remarketing campaigns.

  • Finding Top Products
    • Use Google Ads analytics to identify your top-selling products. These are the products that have consistently performed well and have a high conversion rate.
  • Updating the Feed
    • Ensure your product feed is up to date with your top-selling products. This will ensure your ads are always showcasing your best and most popular products.
  • Creating a Top Sellers Campaign
    • Consider creating a separate campaign specifically for your top sellers. This will allow you to allocate more budget and resources to these products, ensuring they receive the attention they deserve.

3. Creating Ad Groups Attached to Key Audience Lists

Your audience is the lifeblood of your dynamic remarketing campaign. It’s important to segment your audience and create ad groups that are tailored to their needs and interests.

  • Segmenting Ad Groups by Audience
    • Create ad groups that are specifically tailored to key audience lists. This will allow you to deliver more personalized and relevant ads to each segment of your audience.
  • Setting Unique Bids Based on User Value
    • Consider setting unique bids for each audience segment based on their value to your business. This will ensure you are allocating your budget in the most efficient and effective way possible.

Common Frustrations and Solutions

Navigating the world of Google Ads Dynamic Remarketing can sometimes feel like you’re trying to solve a complex puzzle, with each piece representing a different aspect of your campaign.

Let’s dive into some common issues marketers face and explore practical solutions to overcome them.

1. Google Analytics Mayhem

Google Analytics is a treasure trove of data, but sometimes it can feel like you’re drowning in information.

  • Issue: Inaccurate Google Analytics Tracking
    • Frustration: You’ve set up your tracking, but the data just doesn’t seem right. This can lead to misguided decisions and poor campaign performance.
    • Solution: Double-check your tracking setup and ensure that all the necessary parameters are being captured accurately. Regularly audit your tracking to catch any discrepancies early on.
  • Issue: Overwhelmed by Custom Dimensions
    • Frustration: Google Analytics offers the ability to set up custom dimensions, but with so many options, it can be overwhelming to know where to start.
    • Solution: Start by identifying the key metrics that are most relevant to your campaign goals. Focus on setting up custom dimensions for these metrics first, and then gradually expand as needed.

2. Remarketing Data Overload

Remarketing data is crucial for a successful campaign, but sometimes it can feel like you’re trying to find a needle in a haystack.

  • Issue: Remarketing Tag Complexity
    • Frustration: The remarketing tag with custom parameters is a powerful tool, but it can be complex and confusing to set up.
    • Solution: Use resources like Google Tag Manager and Google Ads Help to guide you through the setup process.
  • Issue: Unpredictable Dynamic Ad Layouts
    • Frustration: Google’s algorithm predicts which dynamic ad layout is likely to perform best, but sometimes these predictions can miss the mark.
    • Solution: Regularly review your remarketing feed and make adjustments as needed to ensure your ads are always optimized for performance. Don’t be afraid to experiment with different layouts to see what resonates best with your audience.

Additional Tips and Tricks

When it comes to Google Ads Dynamic Remarketing, sometimes it’s the little things that can make a big difference.

Here are some additional tips and tricks to help you get the most out of your campaigns.

Optimize Your Ads

  • Use High-Quality Images
    • Ensure your product images are high-quality and clear. This will make your ads more visually appealing and can improve click-through rates.

✏️ Easily calculate your CTR and conversion rate with this calculator.

  • Include Clear Call-to-Actions
    • Make sure your ads have clear and compelling call-to-actions. This will help guide users on what step to take next.

Leverage Google’s Tools

  • Utilize Google’s Ad Extensions
    • Take advantage of Google’s ad extensions to provide additional information and options to users. This can improve ad performance and user engagement.
  • Experiment with Different Ad Formats
    • Don’t be afraid to experiment with different ad formats to see what resonates best with your audience. This can include responsive display ads, video ads, search ads and more.


And there you have it! With these strategies, you’re ready to take the Google Display Network by storm.

Remember, dynamic remarketing helps to keep your brand at the forefront of your audience’s mind, and it allows for personalized, targeted advertising that speaks directly to the user’s needs and interests.

If you’re eager to learn more, check out this handy guide on device targeting optimization in Google Ads.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. Grow your SaaS with his support today!