Standard vs. Dynamic remarketing


In Google AdWords, remarketing option is available for years. Remarketing helps us reach people who visited your website. Previous visitors can see your ads while surfing the internet (Google Display Network) or while searching on Google (Google Search Network).

With dynamic remarketing, you can serve the ads to previous visitors, but the ads are showing products which those visitors have viewed during their visit.  Dynamic remarketing is available only for Display network.

To start with dynamic remarketing, you need to:

  • create product feed (.csv, .tsv, .xls, .xlsx) – in the feed you need to enter products or services that you want to show to the user. You can enter only certain product category, not all your products (for example, only laptops)
  • set up the remarketing tag with custom parameters – the remarketing tag set/collects a cookie and passes dynamic parameters to Google servers
  • dynamic display ads – create display ads that will show your products

Compared to standard, dynamic remarketing requires a little more technical work for your website developers, in order to everything works properly.

Also, it is important to note that the data in the product feed needs to change every time when a change occurs on the website. If product prices change every week, it is good to update the feed too. Otherwise, the user can see wrong data (wrong price, model etc.) in your dynamic ads or land on a 404 page.

After set up, AdWords will automatically create 6 remarketing lists that we can use for targeting.


  • All visitors – all users who visited your website
  • Conversion abandoners – users who entered the shopping cart, but didn’t buy the product
  • General visitors – for example, users who saw product categories
  • Past converters -users who made a purchase
  • Product or service -users who saw a particular product i.e., visited the page of particular product
  • Searchers – users who used search engine on the website

But how dynamic remarketing works? User visits your website that contains remarketing code with custom parameters. Remarketing code collects all parameters and passes to Google servers. Google collects cookie ID and parameters (page type, total value, etc.).  Google uses item IDs from cookie (IDs of products that user viewed on your website) and connects with ID in the feed in order to know which products should be displayed in the ad. While surfing the internet, user will see dynamic ads that contain products that he viewed on the website along with product information (picture, name, price etc.). You can customize the ads, for example insert company logo, change background color etc.



Why use dynamic remarketing?

Compared to the standard, dynamic remarketing gives you the ability to better personalize the ads that are served to the user. The disadvantage is that the dynamic remarketing is a little bit more technical demanding to implement. Dynamic remarketing usually shows better results compared to the standard remarketing campaigns. But, to be sure, we suggest to test and compare the results.:)

Author bio

Igor Jurić

October 13, 2016 Google AdWords

Internet marketing enthusiast, with more than five years of experience in Google AdWords and Google Analytics. Google AdWords and Google Analytics Certified Individual. In love with modern technology and gadgets.


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