Dynamic remarketing

  • Dynamic remarketing ads are personalized display ads based on a user's past website activity.

  • Key benefits include scalability, simple asset management with powerful recommendations, high-performance layouts, and real-time bid optimization.

  • Google Ads API supports retail and non-retail dynamic remarketing campaigns, requiring different feed configurations.

  • Retail dynamic remarketing uses a Merchant Center feed, while non-retail can be managed with Assets.

Dynamic remarketing ads are display ads customized for each impression, showing content related to a user's previous visits to a website.

Dynamic remarketing provides several benefits:

  • Scalability: Create ads that scale with your products or services when paired with your feeds.
  • Simple yet powerful assets: Once you create the feeds, the Google Ads product recommendation engine pulls products and services, determining the best mix of products for each ad based on popularity and what the visitor viewed on your site.
  • High-performance layouts: Google Ads predicts which dynamic ad layout is likely to perform best for the person, placement, and platform where the ads serve.
  • Real-time bid optimization: With Smart Bidding, Google Ads calculates the optimal bid for each impression.

Campaign types

The Google Ads API supports two types of dynamic remarketing campaigns: retail and non-retail. Dynamic remarketing for retail requires a product feed provided by Google Merchant Center, whereas non-retail dynamic remarketing is configured using assets and asset sets.

Business type Technologies required Feed configuration
Retail Merchant Center, Google Ads ShoppingSetting
Non-retail Google Ads AssetSet, Asset

Next steps

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Prerequisites