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Dynamic Remarketing with Google Tag Manager

Hey guys, today we will discuss dynamic remarketing. Do you know what is remarketing and what is dynamic remarketing? How can you benefit from it, what are its advantages, how can you understand that you need it, and how to set up dynamic remarketing?

In a word, you will understand much more about the topic, so just read on and learn.

What is remarketing and Google AdWords dynamic remarketing?

We are not going to overcomplicate the things and get straight to the meat.

So, remarketing is that cool feature which allows you to show ads to people who have visited your website or used your mobile app before.

Dynamic remarketing takes you a step further. It lets you show previous visitors ads displaying products and services they already viewed on your site. Paired with messages crafted specifically for your audience, dynamic remarketing helps you build leads and sales. It brings previous visitors back to your site making them complete the process they have started earlier.

How can you benefit from using dynamic remarketing?

  • Your ads scale with your products or services. Pair your Google dynamic remarketing feed of products or services with dynamic ads, scale your ads and cover your entire inventory.
  • Create simple, yet powerful feeds: basic .csv, .tsv, .xls, or .xlsx. Here’s how it works: the AdWords product recommendation engine pulls products and services from your feed and determines the best products mix for each ad, which bases on popularity and the goodies the visitor viewed on your site.
  • Get high-performance layouts. AdWords predicts which dynamic ad layout is likely to perform the best way for the person, placement, and platform where the ad will be shown.
  • Optimize your bid in real-time. AdWords calculates the optimal bid for each impression involving enhanced CPC and conversion optimizer.

Successful real-life dynamic remarketing campaigns:

Dynamic remarketing is absolutely perfect for eCommerce websites. And these are not just words, you can study the success stories featured below to make sure that we tell you the truth.  

  • Netshoes is the only world’s largest retailer of sports and athletic equipment and apparel. They saw 30-40% growth in overall revenue with dynamic remarketing during the Christmas season.
  • Sierra Trading Post is an outdoor gear and outerwear retail store. They saw their conversions increase 5X with dynamic remarketing compared to regular remarketing campaigns.

How to get started

You don’t need much if you want to boost your marketing campaign with the help of dynamic marketing.

1.Product or service feed

Create a feed including all of your products or services, together with each item details (unique ID, price, image, and more). These details will be pulled from your feed into your dynamic ads. You’ll need to upload your feed to the Business data section of your Shared library if you’re not a retailer. If you’re a retailer, you’ll need to upload your product feed to the Google Merchant Center.

2. Tag with custom parameters

Add the dynamic remarketing tag with custom parameters to each and every page of your website. The tag adds your website visitors to remarketing lists and associates them with the unique IDs of the feed items they viewed. You’ll be able to find your tag in the Audiences section of your Shared library.

3. Dynamic Ads

Dynamic ads use layouts in numerous sizes and formats for modern platforms, including HTML5 for mobile devices. You can create dynamic ads in the Ad gallery.

Would you like to know how to set up dynamic remarketing? Below you will find step-by-step instruction with sub-points and screenshots.

1. First of all, you need to create a new trigger Product Page in Google Tag Manager.Trigger Product Page in Google Tag Manager

2. Then create a new tag in Google Tag Manager. Copy Conversion ID in Google Adwords account and paste it to the relevant field.

Set custom parameters:
Create a new tag in Google Tag Manager
Add the trigger created before:
Dynamic remarketing with Google Tag Manager
Here is how the final variant should look:
Setting up Dynamic Remarketing with Google Tag Manager

3. Now you need to edit the existing marketing tag and add Product Page trigger as expectations. The process is demonstrated in the screenshot:

Dynamic Remarketing with GTM
4. Publish all changes and pass to the creation of products feed.

5. When you create a Google dynamic remarketing feed, you’re creating a database of products or services that can be used in your dynamic ads.

  • Feeds can be created as the following files: .csv, .tsv, .xls, or xlsx and then uploaded to AdWords.
  • Rows are products or services.
  • Columns are attributes of each item you’ve listed, such as unique IDs, prices, and descriptions. They should match the letters and spaces of their spec. IDs, so it’s important to include them in your feed because they’re used by your remarketing tag to connect people to your lists with products they viewed.
  • If you want to add a new column after you’ve uploaded your feed to AdWords, you’ll need to create a new feed.
  • You can create a feed for each language and currency for products or services that are available in different markets.
  • “Business data” supports UTF-8, UTF-16 and UTF-32 (it’s best to use UTF-8). The data transformation between these formats is lossless. “Business data” doesn’t support UTF7, UTF1, UTF-EBCDIC, SCSU, BOCU, GB-18030, Latin 1, or ISO-8859-1.
  • There are limits to the number of feeds and feed items per account. See AdWords account limits here.

6. Prepare the data feed and upload it to Adwords account:

Data feed for Dynamic Remarketing

7. After adding the file, please make sure that all fields have passed the moderation and are approved:

Create a Dynamic Remarketing campaign

8. Create remarketing lists:

Create Remarketing lists

Write products ids as regulations

AdWords Dynamic Remarketing with Google Tag Manager

That’s it. You prepared everything for starting a dynamic marketing campaign. All that is left to do is create a campaign and enjoy the increased number of conversions it will bring.

Your turn

Do you find this article useful? Do you have any questions/stories/tips/suggestions on the topic? Do you use dynamic rebranding or are going to use it for your marketing campaigns? Please don’t forget to leave your feedback in the comments section.

Dynamic Remarketing with Google Tag Manager
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2018-01-31T07:07:17-05:00 January 25th, 2018|

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