In our previous article, we’ve written extensively about Google shopping campaign, its significance, and how to set up one for yourself. But what can you do about buyers who’re not willing to purchase a particular product right away? The solution is remarketing.

Creating targeted remarketing adverts for 500 seconds or even 10 seconds for thousands of products seems difficult right? Luckily enough, there’s a solution that’ll allow you to do this Mechanically: the answer is Dynamic remarketing ads.

With the concept of Dynamic remarketing ads, you can easily reach out to every client who visits your web shop but didn’t make a purchase or complete any goal you defined.

dynamic google shopping ads

To reach your goal and ensure that your clients make a purchase as efficiently as possible, it’s essential to show them what they’ve been searching for and persuade them to re-engage. This is precisely what Dynamic Remarketing does.

In this article, we’ll be doing a little introduction to Dynamic remarketing and then progress to the next section which will be centered around How to Setup Dynamic Google Shopping Ads. Let’s read on below. 


Dynamic remarketing is a type of campaign where Google generates custom-made ads for every individual visitor. The advertisements don’t take note of the customer’s name but the products he/she has previously viewed while surfing your website.

The Ads display the price, description, and image of your product as well as the text (which you can add). Before Google can do this for you, you’ll have to create an audience, the ad format you want and the product feed from which Google will take data.

Dynamic Google shopping ads work by first creating a template that looks like the one below and then authorizing Google to mechanically populate the ads based on the products that your users viewed last.

dynamic google shopping ads

Niches Perfect for Dynamic Google Shopping Campaign Outside of Retail

Hotels: you can use dynamic Ads remarketing to display different rooms available. In doing that, you’ll not have to create a new ad for each room.

Education: if you have thousands of different courses, you can use dynamic ads remarketing to showcase all the courses available

Jobs: you can create dynamic remarketing ads for every of your job listings

Flights: you can quickly show adverts for flights which are mostly viewed.

Travel: you can use dynamic remarketing ads to display your travel products such as hotels or flights.

Real Estate: you can create dynamic remarketing ads that contain all your property listings.

How to Setup Dynamic Google Shopping Ads

If you want to use dynamic display ads to your advantage, then your website needs a Google merchant center account and a product feed- all of which are tied to the Google ads account that you wish to show the advertisement from.

Let’s take a deep dive into the processes involved in setting up a dynamic google shopping ad.

Step 1: Create Your First Dynamic Campaign

This is the very first step to set up a dynamic google shopping ad. Once you’re on Google Ads dashboard, click on the “Create a new campaign” option, and it’ll show up so many campaign goal options like “sales”, “leads”, “brand awareness and reach”, “create a campaign without a goal’s guidance”. You can select your preferred choice.

Next is to select the campaign type. Choose the “Display” campaign type and the “Standard display campaign” subtype. Choose a name which will be used to identify the campaign (you can always change this later) and your desired campaign option.

dynamic google shopping ads

dynamic google shopping ads

Step 2: Get your Remarketing Tags

When you click on the “Set up dynamic remarketing” button, you’ll be navigated to the Audiences section of the Google Ads interface which will show you a page that looks like the photo below. Try to ensure that your website developer includes the remarketing tags within your website.

Click on the “send and continue” button and navigate to step 3 (Return to your campaign). By then, Google would have established extra remarketing lists that are tailored to meet the different actions of users on your website. The remarketing list that’ll be generated depends solely on the remarketing tag you used on your site.

dynamic google shopping ads

dynamic google shopping ads

Step 3: Finish Campaign Creation

At the bottom of the campaign option section, there’s an “Additional Settings” drop-down menu. Open the menu, select “Dynamic ads” and then the “Use a data feed for personalized ads” option.

Furthermore, you should be able to see another menu which will allow you to pick the Merchant center account that you’ve tied to your Google Ads account. You’ll also be able to either select the products to use or use all the products in your feed.

It’s recommended that you use all the products and allow Google to select the most appropriate products to be displayed to each user. Once you have some data, then you can modify the setting to target different product segments/types.

Google recommends that when creating your campaign, you shouldn’t select a language or location. But then if you want to deliver your products to a target market (for example the UK), then you’ll not want your target remarketing ads to be shown to users outside that vicinity. In such cases, you can violate Google’s recommendation by selecting a language.

dynamic google shopping ads

dynamic google shopping ads

Step 4: Create Your First Dynamic Ad Display Group

Beneath the campaign settings, there is a section where you can create and name your first ad group.

There’s an “Edit targeted audiences” box below the “Audiences” section. Select the “How they’ve interacted with my business” option and then the “website visitors” option. At this point, you should see your remarketing audiences, and it’s very vital to consider your options here.

The broadest remarketing pool is to select a list that targets all visitors to your site, and while it’s essential to have an extensive ad group, it’ll not perform as efficient as an ad group that is for instance intended to target only users who’ve abandoned their shopping basket.

It’s good to set up different ad groups for each remarketing audience that you want to reach out to, but then you need to be cautious and omit other lists. Once you’ve selected your target audience, you can click on the “Done” button located in the top right corner position of the “Edit targeted audiences” box.

Select the rest of your Ad group setting and choose a suitable bid. It’s advisable, to start with a low bid because you can always increase the bid to optimize conversions in the future.

If you begin with a high bid, then you’re more likely to waste your budgets on some non-performance ads.

Step 5: Create Your Advertisements

The next step that follows the creation of your dynamic ad group is the creation of your advertisement. The Google interface makes this process very seamless, offers huge variance number advertisement layouts, and also covers all the Ad sizes that are supported by the Display network.

We recommend that for your first dynamic advertisement, try to use dynamic ads instead of a specific layout because the former will help your advertisement gain maximum visibility.

Try to also provide a landscape image, description, business name, short and long headline, and final URL to serve as a backup because on some occasions, the images provided on the data feed might not fit into some specific ad sizes.

If your data feed is linked appropriately, then you should see a box titled “Dynamic ads” with the inscription “a retail feed is attached to this campaign (ID: YYYYYYYYY).”

Step 6: Set up Your Remarketing Tags

Now that you have your campaign, display ads, and ad groups, the last step is to implement the remarketing tag on your website where all the entire products are being powered. This stage is quite technical, and it requires a strong and in-depth knowledge of the Content Management System and access to the necessary code of your website. In most cases, the job is meant for your website developers.

If you’ve ever set up remarketing for your website, then this new tag won’t appear much different. It only contains some custom parameters which Google needs to identify the various areas and products on your site.

To access the remarketing tag page, click on the tools icon that’s located in the top right corner on the Google ads page and then navigate to the “Audience Manager” that is located in the “Shared Library Section.” Once you’re on that page, click on the “Audience sources” that is located in the left-hand column.

If you don’t have any remarketing tag setup for your website, then you’ll see a “Google Ads tag” box. Simply click on the “Set up tag.” Alternatively, if you already have a remarketing tag set up, then you can click on the three-dot icons located on the “Google Ads tag” box and choose “Edit source.”

dynamic google shopping ads

From this point onwards, the options will be the same whether you’ve already set up a remarketing tag or not. You’ll need to select the option “Collect specific parameters or attributes to personalize ads” and then “User ID“. If you’re looking to remarket to people across different devices, your business type and then “ecomm_prodid,” “ecomm_pagetype” and “ecomm_totalvalue.” All of these parameters are essential for the maximization of the potential of your dynamic remarketing, and they’ll allow Google to display the most appropriate product to everyone who visits your website based on what they viewed.

Once you’ve been able to select the right options, click “save and continue.” After that, you’ll see a page that contains instructions on how you can install or reinstall your tag on your website.

You can choose to either place the code by yourself, download the code snippet, or email both the code and the instructions to your website developer.


This field represents the ID(s) of all the product(s) that you’re referencing. This identifier should match with the product ID from the Google merchant center field which was previously configured. Google uses this field to link products that are viewed by users so that it can advertise the products to these same set of users.

The ecomm_prodid should be provided on the page types mentioned below. Otherwise, it should be left blank.

  • Product
  • Purchase
  • Search results
  • Basket

When a page has more than a single relevant product, for instance on the “basket,” “purchase,” or “search results” pages of the website, then it’s probable that a user will have more than a single product displayed. The notation used for this is different from single product notation.

You need to ensure that values entered in the fields shown above should be the same as the ID on the Google merchant center and that all product ID(s) are displayed appropriately. With this, Google can quickly optimize the remarketing for both dropped baskets/product views and upsells.


This is the feature which Google uses to comprehend the actions a user has taken on your website. For instance, Google’s algorithm will not be the same for users who purchased products and those who added products to their baskets without making a purchase.

There are different page types available, and you shouldn’t leave any of them blank because all of them can be used in the remarketing tag.

You need to ensure that all tags are labeled appropriately and added to their correct places. For instance, if a payment screen before payment completion is displayed as “Purchase” tag: it can be inferred that products are up-sold to users even before the actual purchase.


This parameter is used to describe the total cost of the item(s) which are referenced within the ecomm_prodid parameter. Google uses the ecomm_totalvalue to implement automated bid optimization on your product feeds and to categorize your product listings into groups based on their value (for instance you can bid more to sell a £10000 than a £100 product).

The ecomm_totalvalue tag is quite straightforward, but then it has a limitation. It should be a plain decimal number (for instance you should make it XXXXX.XX and not £XXXXX.XX). On pages where sales are being performed, this parameter should include the full cost of the baskets (for instance, if you have about 20 products then this number should show the total value of the sale/basket).

Validating Your Tags

Once you’ve added tags to your website, then it’s cool to test whether they’re running correctly. Fortunately, with the help of Google AdWords Interface and Google Tag Assistant (Google chrome extension), the task becomes easier.

Google AdWords Interface

The “Audience sources” section of the Shared Library has a diagnostic tool which will make it easier for you to identify all the problems within your remarketing tags. It also provides specifics on the issue whenever the problems occur.

You can find more info on this and other common remarketing tag issues here.

Google Tag Assistant

This is an official plugin by Google that tests every of your Google tags (remarketing, conversions, analytics, etc.). It also provides inputs into problems that might be wrong with your tags.


Dynamic Google shopping ads are an effective and efficient way to build large and highly-targeted ads for each of your products.

Dynamic remarketing is key to online advertising because it’ll help you to increase the sales in your webshop. However, it can also be challenging to set up because you need developer skills to implement the remarketing tags using custom parameters, but it’ll not be in vain because once you’re able to set it up the right manner, then you’ll see substantial results.

It’s also a very crucial factor that’ll determine the success of any e-commerce website, and if you don’t get into the game now, then you might fall behind.

Do you have further questions about how to setup Dynamic Google shopping Ads? We’d be eager to hear from you; leave us a comment below.

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