Google Ads Remarketing permits you to demonstrate advertisements to individuals who have recently visited your site or utilized your versatile application.  

Dynamic remarketing takes this a stride further, letting you show past guests’ advertisements that contain items and administrations they saw on your site.  

With messages custom-fitted to your crowd, dynamic remarketing causes you to construct leads and deals by taking past guests back to your site to finish what they began. 

For almost every eCommerce platform, cart abandonment is an everyday occurrence and is a part of the shopping cycle.  

But what if there was a way to turn those cart abandoners into cart completions? And better yet, at a low cost? Well, there is, and it comes in the name of Dynamic Remarketing from Google AdWords. 

When people abandon their carts, that’s where Dynamic Remarketing comes and starts targeting each abandoner with specific tailor-made ads.   

The ads contain the products or services that your potential customers just abandoned along with a responsive image: 

Dynamic Remarketing Ad

These ads are an excellent, low-cost way of bringing potential customers back to your website and converting them into actual customers.  

It creates engagement by prompting the customer to come back to your website to complete their purchase.  

Below is an example of a live campaign that has acquired two conversions of high conversion value with a total of €26 ad spend: 

Dynamic Remarketing Stats

As you can see from this image, the campaign hasn’t really cost much, but the Return on Investment is quite high.  

On top of the high conversion value and rate, the level of engagement with the campaign for the month of October was also high, with 72 clicks and 101 sessions.  

So even without converting, you are prompting people back to the website, which means the likelihood of those users converting to your website in the future is much higher. It’s a brainer, really! 

I’m Sold, but How Do I Set Up Dynamic Remarketing? 

Setting up Dynamic Remarketing can seem so daunting but follow these four easy steps, and you’ll have your campaign set up in no time. 

Create your First Dynamic Campaign

Step One: Campaign Button

The first step is the easiest step. Here you will need to create a campaign (assuming you already have an AdWords account, if not read here) in your AdWords account.  

You want to select Display Campaign > Campaigns > Blue Button and then ‘New Campaign’ as pictured on the right.  

Here you can get creative as you now have to make your Responsive ads. Make sure that you include engaging ad copy and an effective image that includes your branding.  

Remember, you’re trying to inspire people to come back to your website, so let that reflect in your ads.  

Step Two: Create a New Campaign

In Google Ads, create a new campaign, select your preferred goal option, select the ‘Display’ campaign type, and ‘Standard display campaign’ subtype.  

You will need to choose a name so that you can identify the campaign (this can be changed later, so do not worry) and your preferred campaign options. 

Step Three: Cart Abandoner

This step is the most important step you will take when setting up for your campaign.  

In this step, you will need to create your audience. This who you want to target with your campaign.  

The easiest way to do this is to set up a new audience in Google Analytics. You can find this in Admin > Audience Definitions > Audiences.  

Make sure you select ‘Page: Contains “/cart” for example. Then import to Audience Manager in AdWords. 

Step Four: Status of Tag

This step before creating your campaign is to ensure that you set up your remarketing tag correctly.  

This tag is slightly different from a standard remarketing tag in that you will need to use custom parameters for a dynamic remarketing tag to work.   

This tag must be put onto every page on a website so that every product/service is accounted for. Once implemented, the tag will start adding users to the audience list you set up in Analytics.  

The final step is to create your campaign in AdWords. You will know that your tags are correct because the AdWords system will tell you (see an example on the right). 

You can read more about the set-up in this handy guide from the Google AdWords Help Centre. 

Step Five: Data Feed 

You’ll need a product/service feed depending on what you sell on your website.  

The feed will need to contain details such as unique ID, price, and image for example.  

Once you’ve finished your feed, you’ll need to upload it to the business section of your AdWords account, unless you’re a retailer.  

If you’re the latter, you’ll want to create your feed using Google Merchant Centre. 

Key Takeaways: 

Dynamic Remarketing is the way forward when trying to drive conversions for a very low cost.  

With this, Digital Marketers will find that engagement rates are higher with Dynamic Remarketing, which can lead to a further increase in conversions down the line.  

While the initial set-up seems daunting and time-consuming, it can be completed painlessly with an Analytics and Tag Manager account.