Google Dynamic Remarketing Ads are crucial to the success of your business’ Google Ads campaigns. If you don’t currently use remarketing ads in your business’ campaigns, you’ve come to the right place. I’m going to teach you how to set up Google Dynamic remarketing ads for beginners.
What is Remarketing?
Before I show you how to best setup Google dynamic remarketing ads, you need to understand what they are and how they work.
Remarketing ads allow you to show ads specifically to people who have viewed your website or products before.
Almost everyone who uses the internet has most likely seen some form of remarketing. If you’ve ever been shopping online and left a webpage, only to have the product you looked at advertised to you at a later date, you’ve seen a remarketing ad.
Remarketing ads are some of the most successful ads a business can use because they target users who already have shown an interest in your company or product. Most people will not convert on your ad, such as buying a product, the first time that they view your brand. Remarketing helps you build up your brand identity and trust by getting in front of consumers multiple times.
Types of Remarketing
Although this article primarily focuses on setting up dynamic remarketing advertisements, it’s essential to understand the purpose of each remarketing ad.
- Standard: These types of ads work within Google’s display network and show your website and ad on an external website that a consumer is viewing. Standard remarketing is the most popular form of remarketing.
- Dynamic: This form of remarketing is particularly useful for eCommerce because it is product specific. These ads will showcase a particular product to a consumer that is browsing the web for similar types of products.
- Mobile Apps: These remarketing ads target people who have viewed your mobile app or mobile website.
- In Search: Similar to standard remarketing ads, In Search allows you to target users who’ve viewed your website or products. The difference is that these ads appear when the consumer is doing a google search related to your products or website. The ad will appear in the actual google search results.
- Video: These ads target people who previously viewed your Youtube video. By linking your youtube to your Google Ads account, you can retarget consumers who saw your video through the display and search network.
Benefits of Remarketing
Many benefits come with using remarketing ads that you don’t get with traditional Google Ads. The first of these is being able to reach people when they are most likely to purchase your product. You will gain more information on a consumer, the longer they are on your website.
Another benefit of utilizing dynamic remarketing ads is the ability to create tailored lists of consumers. Remarketing isn’t just about your past visitors; it’s about recent visitors that have taken specific actions on your website. By creating tailored lists, you can create ads targeting people who visited particular pages, products, or abandoned their cart. For example, if a consumer had a cart full of products but didn’t checkout, you can create ad copy encouraging them to finish their purchase.
The Google display network has an enormous reach that can be hard to navigate with traditional ads. Remarketing ads allow you that same reach with the benefit of being able to better convert on your ads. It helps ensure you can have better control over your spending and receive higher-quality traffic.
Through Google Ads remarketing, you receive a lot of detailed reporting. This reporting can give you tremendous insight into the traffic you are getting on your website. This data allows you to understand better what types of consumers your audience is. Lastly, remarketing is beneficial because 99% of people won’t buy your product the very first time they visit your website. That’s why it’s so important to do remarketing and to continue to advertise to your customers.
How to Setup Google Dynamic Remarketing Ads
Now that you understand the benefits and types of remarketing ads available, I’m going to teach you how to best setup Google dynamic remarketing ads. There are several steps you need to take when beginning the remarketing process. I’m going to take you step by step on how to set up and optimize these ads in your Google Ads campaign.
1. Generate Your Remarketing Tag
The first thing you need to do before you can create your dynamic remarketing ads is to generate your remarketing tag from your Google Ads account. I’m going to teach you how to make, edit, and test your remarketing tag to ensure it is working correctly. The first thing you’re going to want to do is to navigate to the tools and settings button in your Google Ads account. Once you click that, you are going to select Audience Manager under the Shared Library section.
Now that you are at the Audience Manager page, you are going to click Setup an Audience Source. Once you click that, you are going to select Setup a Google Ads tag. When generating your remarketing tag, it’s going to ask you which data source you would like to collect. Since we are creating dynamic remarketing ads, you want to collect data from specific actions people performed on your website. Next, you are going to select what type of business your website is.
The next step in generating your remarketing tag is to select how you would like to install the tag on your website. If you do not have direct access to the code of your business’ website, then we recommend emailing the tag to someone in your company who can install it. If you do have access to the code of your website, then you can select to either insert the tag yourself or to use the Google tag manager. Based on which option you choose, Google Ads will generate a remarketing tag for your to copy and paste into your website’s code.
2. Add the Tag to Your Website
Once you have generated and copied your remarketing tag, you need to add it to your website. The reason you add the tag to your website is so when someone visits your webpage; Google will drop a cookie in their browser. That cookie id joins the remarketing audience in your campaign, and you can easily target that consumer again.
Keep in mind that your remarketing tag should be a part of every webpage that you want to track on your website. We recommend using a global tag that you can insert into the footer of your website. You should put the tag in the footer of your website so that it doesn’t slow down webpage load time for consumers with a bad connection. If you are having any trouble adding the tag to your website, we recommend trying Tag Assistant (By Google). This Chrome extension will give you insight on any problems found with your remarketing tag.
3. Create Your Rule-Based Remarketing Lists
Google Ads will create a default all visitors list for your website. To maximize the success of your remarketing ads, however, you are going to want to create separate audience lists based on specific criteria. You can utilize rules to categorize consumers into particular audiences. These audiences include people who visited relevant webpages or particular products. For example, you can create an audience of consumers who didn’t purchase the items that they placed in their cart.
Now that we have generated and added the Google Ads remarketing tag to our website, we need to create our first remarketing audience. To start, you are going to navigate to the Audience Lists section and create a new audience from Website Visitors. As an example, I will specifically build an audience for consumers who visited the product page for a Razer Gaming Keyboard and the cart page.
To set up a Dynamic Ad audience, we need the list members to be the visitors of a page who also visited another page. We are going to create a rule that the visitors went to the page URL of our product. To do this, create a rule that the page URL contains your product URL. In the example given, this is a Razer Black Widow gaming keyboard.
In the next step, we are going to create a rule that the consumer also visited the cart page. Select Page URL contains and insert the URL for the cart page on your website. When setting up these dynamic remarketing ads, we want only to target people who visited our product and cart page but didn’t order the product. The ensure this, we need to add another rule. The rule should be Page URL does not contain our order confirmation page. Here you should put what your order confirmation page URL is. This will ensure we do not target people who already purchased the product.
Now that we have created our rules, you can either choose to have your audience list filled will members who met your rule criteria over the past 30 days or to start with an empty list. Next, you can decide how long members of your list will stay in your audience. The default for this is 30 days; however, you can change this based on the duration of your sales funnel. Lastly, you can write a short description of the specific people your audience targets.
4. Create Your Dynamic Remarketing Campaign
Now that you know how to make remarketing lists, it’s time to create your remarketing campaign. I’m going to show you how to create a dynamic remarketing campaign using the Razer Keyboard audience we created earlier. To start, you are going to go to the Campaigns section of Google Ads and click Create a New Campaign.
When you create a new campaign, you have the option to choose from several different campaign types. These types include Search, Display, Shopping, Video, App, Smart, and Discovery. We are going to select Search because our goal is to remarket to people while they are naturally using Google search. The results that we want to get from this campaign are website visits.
Once you have declared the goal of your campaign, you can begin to configure your campaign’s settings to meet that goal. Under your campaign’s network settings, we recommend selecting only the search network. The reason for this is because Google’s display network is massive and can be harder to navigate at times. By narrowing down your ads to just the search network, you can better control your spending and receive higher-quality traffic to your website.
After setting your network to Search, you are going to click the Show More Settings button below it. Scroll down to the Dynamic Search Ads setting and enter the domain you are remarketing. Here we recommend using Google’s index of your website for search ads. You also have the option to set a start and end date for your campaign as well as an additional URL setting for tracking conversions. Below these settings, you can select specific locations and languages you would like to target.
Next, we are going to select the audience we want to add to our campaign. You must add the remarketing audience that we created earlier to your campaign for it to be successful. After you have added your remarketing audience, you should set your audience setting to Targeting. This setting will narrow the reach of your campaign to just your selected audience and allow you to adjust your bids.
We recommend setting your bidding strategy to clicks and your maximum bid at around the high end of your category. The reason we are going to place our maximum bid this high is that the quality of your conversions is much better than standard ads. Dynamic remarketing ads drive consumers to your website, who are already looking for similar products to yours. For your budget, make sure to set this to the maximum you are willing to spend in a day on ads. After configuring your bidding settings, you also have the option to add site links, call, and callout extensions to your campaign.
5. Construct Your Ad Group and Dynamic Remarketing Ad
The next step in getting your ads running is creating your dynamic remarketing ad group. Here you are going to set your ad group type to dynamic. Once you’ve done that, create a new rule to target specific webpages. You want to add the exact URL of the webpage you would like your remarketing audience to go. After inputting your URL, simply hit Save and Continue.
Now that we have created both our campaign and our Ad group, it’s time to create your actual ad. The benefit of using dynamic remarketing ads is that Google Ads will automatically generate the ad headline, display URL, and final URL for your ad. All you are responsible for contributing to the actual ad is the Description 1 and Description 2.
Keep in mind when writing your descriptions that the only people who are going to be seeing our ad are people who have been to our product page and added items to their cart. We recommend checking out our post on the secrets to creating a successful ad copy to help you write compelling descriptions.