Display offers some nifty remarketing on its own, but when you’re in e-commerce, you have an even cooler option: dynamic remarketing. 
Typically with remarketing, you can create specific audiences and specify the creative you want them to see. That can get diluted for e-commerce on its own. If you carry thousands of products, how do you decide what to serve to users who leave without purchasing? They might have looked at a few products, and setting up ad creative for each type while balancing the logic of what to show would be way too much to manage.
Fortunately, dynamic remarketing makes it easier.
What Is It?
Dynamic remarketing ads are display ads that pull in information from a data feed to populate parts of the ad. Specifically, most retailers use it to show you an image of the products you were looking at on their site. You’ve probably noticed these following you around the web as you go to different pages….those shoes you had your eye on keep popping up!
That’s a dynamic ad. By using a site visitors cookie and their browsing behavior, it matches the Product they viewed to the Product ID in the retailer’s product feed, and populates the image within an ad.
You Need a Feed
To run dynamic remarketing, you have to have a Merchant Center feed. If you’re already running Shopping, then you have this part done. If you aren’t, you need to read up on creating a product feed, how to submit it to Merchant Center, and how to get it linked to your AdWords setup.
You Need a Little Elbow Grease
Usually with remarketing, set up is straightforward: you place one pixel on every page of your site. It’s pretty simplistic.
Dynamic remarketing takes a little more development help. Because it uses some pretty specific information, you have to help the tag a little by adding information to it so it can collect the data it needs, such as Product ID viewed, types of pages viewed and the costs of things viewed. There’s a great guide from Google about what you have to do with the tags to get you on your way, so budget some time for implementation.
Google Has an Ad Gallery
You don’t have to have your designer create ads for your dynamic efforts. Google has a gallery that will walk you through building your ads, and you can choose the layout you want. They also offer what are called “preferred” layouts, which allow you to pull in star ratings, or feature product carousels.
Packing a Punch
As you can see, dynamic remarketing takes a little more time than normal remarketing. You have to set up a feed which can take awhile (though many ecomm platforms have an export feature to help simplify this), submit it, get it approved by Google, and then tag all the products on your site. Once those foundational pieces are all dialed in, dynamic remarketing is pretty automated for something that creates such a feature-rich, one-on-one ad for customers who are already warm leads!
Catch up on more display goodies by checking out the earlier posts in our #DigIntoDisplay series!
