3 Best Practices for Dynamic Remarketing Ads

- Luke Metcalfe

This post is part of the series RLSA

Other posts in this series:

  1. How to make most of Audience Remarketing using RLSA and Customer Match on Google Shopping
  2. Understanding audience targeting tools and when to use them
  3. A printable cheat sheet to essential RLSA and Customer Match audiences

With Audience Targeting dominating the foreseeable future of Search Engine Ads, familiarizing yourself with Retargeting Options may be useful. Dynamic Remarketing Ads can massively improve your performance by allowing you to help build leads and sales by bringing previous visitors back, who may have left at different stages of the transaction. Before we get to some of the best practices for utilizing Dynamic Remarketing Ads, let’s take a step back, and recap what they are.

What are Dynamic Remarketing Ads?

Since the release of Dynamic Remarketing Ads back in 2013, marketers are able to re-engage with former site visitors with highly customized ads displaying the same and/or similar products they previously looked at. The aim, of course, is to convert them into customers.

So, while prospects are still in the early stages of their purchase, you get to continue engaging with them with tailored messages.

How to get your Dynamic Remarketing Ads going?

First of all, link your AdWords account with your Google Merchant Account in order to provide a product feed. Next, create a display campaign and connect your feed to the campaign. This would avoid the necessity of uploading images and banners.

It’s necessary to implement a tracking code on your website, which can be either an AdWords or a Google Analytics tag. Choose a layout and create your Dynamic Remarketing Ads.

Finally, associate your Audience lists to the appropriate products.

For a more detailed Step-by-Step Guide on how to set up Dynamic Remarketing Ads click here.

Now that you have an idea of how Dynamic Remarketing Ads work, these 3 tips below will highlight how to best implement them:

Dynamic Remarketing Ads: Best Practices


Test different Ad Copies


When you are just starting off with Dynamic Remarketing Ads, it can be confusing to choose from a variety of different Ad Layouts. Setting up an A/B test allows you to see which layouts perform best. Make sure to give this test appropriate time to run to get accurate results. Around 30-90 days should allow you to see if the data collected is statistically significant.

This time estimates mainly vary due to the size of your account, as for smaller accounts, it might take longer to collect enough data.

Set up your A/B Test here.

Place Bids based on where your customer is on the funnel

If a customer is visiting your page for the first time, they are most likely just starting their research about a product, and have no intention to make a purchase. Accordingly, you should place lower bids on these targets. Whereas, bids on cart abandoners should be higher, as they are further down the funnel.

Also, you can evaluate placements and optimize subsequently for the ones that perform better.

Use Dynamic Remarketing Ads to promote Seasonal Events



You can use Dynamic Remarketing Ads to promote Seasonal Events such as Christmas, Black Friday, Sales, or even the Restocking of a popular product. Ensure that your products and messages reflect the season, and what the customers may be looking for each season. This will almost certainly boost your conversions.

Remember, Dynamic Remarketing Ads allows you to stay in conversation with the customer. This engagement will lead to increased brand awareness, eventually leading to higher conversation rate. Don’t miss out on this great tool, and get your first Dynamic Remarketing Campaign going. 

Continue reading this series:


Luke is a Content Marketer at Crealytics

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