- Have you noticed how a product that you recently looked at in some online store catches up with you on websites?
- Yes!
- Tell me, when are you more inclined to buy - when you are simply followed by a banner or a product that you are looking at?
- Of course, a banner with a product, it is a direct reminder of my desire!
This banner is not just a picture, it is a dynamic banner, which loads the product you looked at in the online store. Today we will talk about how to do this, that is, set up dynamic remarketing in Google Ads.
First and foremost, it is not possible to implement this idea easily in 3 clicks, as it affects several important operational issues:
- Google Ads operations center must understand who viewed a specific product;
- what events the user performed with the product;
- Google Ads must show a specific product to the user that he viewed earlier and did not buy through the dynamic remarketing advertising campaign.
This process affects website tagging, Google Merchant Center setup and a lot of different settings. We will figure out how to launch dynamic remarketing and guide you along the right path to solving the problem, as we have solved it ourselves many times.
Dynamic remarketing will help increase the conversion of the site by at least 20%, and interest in the product by 2 times. Accordingly, the volume of sales, the effectiveness of advertising sources will increase, since we will return the user immediately to the product card that he previously viewed, he will not need to waste time searching for the product again or choosing it. This is a significant difference that allows you to increase the conversion of the online store. These efficiencies have been tested in practice and in the real work of online stores.
So let's get started! A guide for those who are already familiar with the Google Ads interface.
Implementation of dynamic remarketing can be carried out in several classic stages, regardless of how you do it:
- Configuring dynamic remarketing tags. Setting up the transfer of user event data through 2 systems - GTAG and Data Layer;
- Checking the receipt of data;
- Setting up a dynamic remarketing advertising campaign.
➊ Setting up dynamic remarketing tags
1.1 Setting up dynamic remarketing tags via GTAG.
Setting up dynamic remarketing tags so that Google Ads receives information - which user viewed which product. You specifically need a “Google Ads Tag”, indicating the type of activity “Retail”. When forming a tag, Google Ads will recommend placing a 2-part remarketing code in the <head> section of the site:
Part 1:
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-*********"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'AW-*********');
</script>
Part 2:
<script>
gtag('event', 'view_item', {
'send_to': 'AW-*********',
'value': 'PASS_PRICE_VIA_VARIABLE',
'items': [{
'id': 'PASS_PRODUCT_ID_VIA_VARIABLE',
'google_business_vertical': 'retail'
}]
});
</script>
The 1st part is static and the same on all types of pages, the 2nd part changes depending on the type of page where the user is. The 2nd part of the code sends an event to the Google Ads server, which occurs on the site.
Description of fields and variables:
event — event, type of page on which the code is loaded. Depending on the type of page, the content of the loading of the following variables changes or their complete absence of loading. Previously, there were dynx and ecomm fields, but since the end of 2019, the dynamic remarketing setup system in Google has been updated.
id — unique product identifier that simultaneously corresponds to the ID of this product in the feed.
value — final price of the product, on purchase type pages (equal to the total cost of the products).
Depending on the user event, the event variable changes, namely:
👉 view_item - viewing the product card;
👉 add_to_cart - adding the product to the cart;
👉 purchase - purchase;
👉 page_view - viewing information pages (in this type of event, id and value are not displayed).
An example of an event for information pages will be as follows:
<script>
gtag('event', 'page_view', {
'send_to': 'AW-*********',
'items': [{
'google_business_vertical': 'retail'
}]
});
</script>
If you need more detailed information or information about additional variables – google help will help. After registering on the site, in a few days you will see that the audience in the list should be updated or new events will appear in the event source.
1.2 Setting up dynamic remarketing tags via Data Layer (Google Tag Manager).
It is theoretically possible to implement dynamic remarketing entirely via Tag Manager, but it is not necessary, due to the fact that with the slightest change in the layout everything can stop working at one moment. The most optimal implementation is to integrate the code above into the site and modify Tag Manager to send data via DataLayer to Google Ads via the Tag Manager handler.
If you implement tags via Data Layer, then the code example will differ in several lines from GTAG, namely:
Part 1:
<script>
var dataLayer = window.dataLayer || [];
dataLayer.push({
'event': 'page_view',
'items':[{
'google_business_vertical': 'retail'
}]
});
</script>
Part 2:
<script>
var dataLayer = window.dataLayer || [];
dataLayer.push({
'event': 'view_item',
'value': 'PASS_PRICE_VIA_VARIABLE',
'items':[{
'id': 'PASS_PRODUCT_ID_VIA_VARIABLE',
'google_business_vertical': 'retail'
}]
});
</script>
When implementing via Data Layer Google Tag Manager, You do not place the 1st part in the code (it will be replaced by a tag in the tag manager), but place only events - the 2nd part depending on the user's events.
After you implement the events in the code, you need to create an event processing tag in Tag Manager.
We do the following so that the data is correctly received from the site via Data Layer and sent to Google Ads:
- create a custom event - event;
- create custom variables value, items;
- create triggers with a custom event: add_to_cart, page_view, purchase, view_item;
- create a dynamic remarketing tag specifying the dynamic parameters - event, value, items and firing the triggers of the custom events that we created above.
The final tag should look like this:
Then, publish and go to Tag Assistans Google and check the sending of data and the collection of statistics in the Google Ads account.
➋ Checking the receipt of data
Based on the results of setting up tags, after some time in Google Ads in the data sources you should have the “id” of products with data on user visits.
And also events received by the Google Ads server through dynamic remarketing tags:
Of course, you can describe how to check the receipt of data online, but this is, alas, another article of the same size, we will talk about data in our other article.
➌ Setting up a dynamic remarketing advertising campaign
3.1 When setting up a dynamic remarketing campaign, it is important to specify a feed or source of dynamic ads when creating an advertising campaign in the context-media network:
Nowadays, few people specify feeds separately; now they mostly specify a Google Merchant Center account, to which feeds have already been uploaded.
3.2 We specify the audience linked to product views by ID, so that the remarketing list contains only those who viewed product cards:
3.3 Create an ad, the data from the feed will be pulled in automatically:
Additionally, there is the ability to upload custom HTML5 banners for dynamic remarketing, examples of which you can see in this video.
Above, we have considered the classic version of dynamic remarketing. In its classic form, dynamic remarketing is rarely used today, but the data that we configure is extremely important for the correct operation of Performance Max for online stores, since it advertises products and automatically works with audiences.
This implementation of dynamic remarketing is carried out with direct implementation of the code on the site + data acceptance in Tag Manager via Data Layer. But there are cases when Tag Manager may be missing from the site and even the remarketing code from Google Ads may be missing. In our practice, this was the case, since the developer was against all codes, due to the alleged impact on the site loading speed. In this case, it is necessary to use the capabilities of Google Analytics, but we will tell you about this individually, if necessary.
In the process of work, do not forget to think through remarketing lists that will bring you as close as possible to conversion. Analyze sales, user behavior to achieve maximum return on contextual advertising in Google and other traffic sources. If you need help in implementing and setting up dynamic remarketing - welcome, leave a request or call us.
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