Dynamic Remarketing

Dynamic remarketing refers to those ads that haunt you after browsing a particular website. This is what’s currently following me around:

Previously, this could only be done by sacrificing large budgets on expensive platforms like Criteo, this summer saw Google roll out AdWords Dynamic Remarketing to its AdWords retail customers with Google Merchants feeds, beefing up its remarketing offering.

Ads are created on the fly with product images pulled from your Google Merchant feed. Google’s product recommendation engine determines which products and messages are shown, based on an algorithmic prediction for what is likely to perform best based on visitors’ past actions on your site, including the products viewed and purchase history, as well as related products and top performing products.

At the beginning of this month, AdWords announced Dynamic Remarketing is rolling out across all verticals including education, hotels, flights, real estate and more. A holiday package site, for example, could remarket to a visitor who was looking at winter breaks, could then show them an ad with a special deal on a package they viewed but didn’t book.

Google has said that during beta testing, advertisers across verticals on average saw conversion rates double and cost-per-acquisition drop by 60 per cent with Dynamic Remarketing.

Google Dynamic Remarketing will be available to all advertisers over the next few weeks. So is this something you will want to use? Evidently, a year later, this is still an effective way of grabbing your customer’s attention, but as always, there are some key best practices to take note of.

List membership duration - The maximum list membership is 540 days but unless you want to be following users round for this long (bearing in mind most users don’t know how to clear their cookies), then it is recommended you set your list durations dependant on what you want to achieve.

Frequency capping - This is the difference between lightly reminding audiences about your brand, and stalking them until they hate you. You can edit your monthly, weekly or daily limits it in the Settings tab of your campaign.

Additional targeting – If you only want to target users who are most likely to convert, try using other targeting methods alongside remarketing audiences, such as demographic targeting for age and gender.

Only remarket to “quality” visitors – Create lists in Analytics of ‘people who have bounced’ and ‘people who have spent less than 10 seconds on the site’, and exclude these lists.

Don’t allow your ads to be shown on “bad” content – In the Display Network Tab, exclude certain site categories to avoid your ads being shown around content that you don’t want associated with your brand.


If you want to make sure you aren’t scaring customers away with adverts that stalk them around the internet we can help! Email us: hello@wdigital.co.uk