E-Commerce Enhancements And Opportunities: Dynamic Remarketing

As was discussed in our recent series, Remarketing is a powerful way of honing your relationship with users who’ve previously visited your site. This post will look at Dynamic Remarketing in greater detail, and explore it’s specific application for E-Commerce businesses who sell products online.


What Is Dynamic Remarketing


Dynamic Remarketing shows relevant ads to users who’ve already visited your site, just like other forms of AdWords Remarketing, but with one crucial difference — users are actually shown ads featuring the specific products they viewed. This is done by applying special dynamic tracking code to your site that tells AdWords which product images to pull from your Merchant Center product feed, based on the pages the user viewed.


Dynamic RM ad


What’s more, you can expand Dynamic Remarketing targeting to show a collection of products based on product type if the user didn’t actually view a specific product page, as well further refining your targeting by showing users the products they actually placed into their shopping carts, but did not purchase.


Creating Dynamic Remarketing Lists

There is a great deal of flexibility here, but it’s a good idea to start with at least the following four audience segments:

  • Product Category Viewers — Users who viewed a specific product category, if not necessarily a specific page
  • Product Page Viewers — Users who viewed specific product pages
  • Cart Page Viewers — Viewers of these pages have placed a product in their shopping cart
  • Purchasers — Users who reached the purchase confirmation page



How To Use Them

It’s important to remember that users may fall into multiple categories, so you need to be careful when considering your list segmentation strategy. A few things to consider:


  • Add Purchasers list as negatives to confine Cart Abandoners list to non-purchasers only — By adding the purchasers list as an exclusion to the cart abandoners list, you’re ensuring that cart abandoner ads aren’t showing to users who placed items into their cart and actually purchased them.
  • Add Cart Abandoners list as negative for Product and Category targeting to ensure those users only see ads featuring items placed in cart — Your cart abandoners will likely be your most valuable segment, so it’s best to isolate this segment for maximal control. By setting things up this way, you’ll ensure that the ads these users see are confined to those relating the products they added to the cart, as opposed to other products they may have viewed, but not added to their cart.


Segment Lists By Recency

Use advanced segmentation to break each list into three recency groups. For example:

  • Product viewers (1-3 days)
  • Product viewers (4-15 days)
  • Product viewers (16-45 days)

This will give you more bidding flexibility based on the recency with which they visited your site.


Correspond Frequency Capping To Recency

For the above lists, you may want to limit the impression capping based on recency as well. For example, showing ads more frequently to users who visited the site within one to three days, and less frequently to users who haven’t visited in over a month. Remember, you always want to be careful about the possibility that you’re pestering your visitors with Remarketing ads. There’s always a balance to strike.


Combine Dynamic Remarketing Lists with Traditional Remarketing Lists

Remember that Dynamic Remarketing ads are image ads, and there’s a limited amount of creative control you have over formatting and messaging. While they’re extremely powerful for driving product conversions, don’t forgot about your traditional Remarketing lists. Specifically, consider combining the two to get the best of both worlds. For example, manually create ultra-granular lists for top product pages and run text ads to reach these users on placements that don’t allow image ads.


Build Product-based Lists For Use On Google Search

Don’t forget about Remarketing Lists For Search Ads (RLSA). By manually creating custom lists for top performing products, you can bid separately for users who viewed those products and then searched relevant terms on Google Search.



  • Dynamic Remarketing is a powerful tool and should be featured in the retail advertiser’s arsenal
  • Set up ultra-granular Dynamic Remarketing lists to get the best out of this feature
  • Don’t forget about list exclusions and segmentation
  • Further segment lists by recency for more bidding control
  • Correspond frequency capping to recency
  • Use traditional Remarketing lists alongside Dynamic Remarketing in order to run text ads
  • Use granular product-based Remarketing lists to enhance targeting on Google Search