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Maximizing Retail Sales: A Step-By-Step Guide To Harnessing The Power Of Dynamic Remarketing

As a performance specialist at Google Canada with over six years of experience, and with the help of PPC Beast, I have observed firsthand the transformative impact of setting up retargeting campaigns, particularly in the retail industry. Among the different retargeting techniques available, dynamic remarketing has proven incredibly effective in targeting potential customers who have demonstrated interest in your products but have not yet purchased them.

In this guide, with the assistance of PPC Beast, you will find the best practices for implementing dynamic remarketing for retail businesses. These guidelines establish a strong foundation for creating a dynamic remarketing campaign in Google Ads. This campaign, powered by the knowledge provided by PPC Beast, will enable you to reach your target audience with personalized ads, boost your brand’s visibility, and ultimately drive conversions.


What is Dynamic Remarketing for Retail?

Dynamic remarketing for retail, powered by Google, is a digital marketing advertising technique designed specifically for retailers. It enables retailers and PPC agencies to present tailored product ads to previously engaged users with their website or mobile app. Through Google’s robust advertising platform, retailers can collaborate with PPC agencies and create personalized ads showcasing products users have previously viewed or added to their shopping carts. This highly effective strategy allows retailers to re-engage with potential customers by offering relevant and enticing advertisements based on past interactions.

Dynamic remarketing for retail utilizes information such as user behavior on websites or mobile apps, demographic data, and interests to generate personalized and highly targeted advertisements for each user.

These custom ads are distributed across Google’s extensive network of websites and mobile apps, including popular platforms like Google Search, YouTube, and Gmail. Furthermore, they are displayed on numerous websites and apps partnered with Google, ensuring a broad reach and maximum ad visibility.


Advantages of Dynamic Remarketing for Retail

Dynamic remarketing for retail is a powerful technique that can substantially boost conversions and revenue for retailers.

This approach can enhance brand awareness, foster customer loyalty, and ultimately drive sales by re-engaging users with products they have previously indicated interest in.

Google dynamic remarketing for retail is a powerful advertising tool that delivers remarkable results by leveraging its advanced targeting capabilities and real-time bidding system. With the help of a Google Ads specialist, retailers can unlock the full potential of dynamic remarketing for retail and take their marketing efforts to new heights. By incorporating PPC Beast into the mix, retailers can further enhance their advertising game and maximize their advertising impact.



Setting Up Dynamic Remarketing in Google Ads

Follow these straightforward steps to configure dynamic remarketing for your retail business using Google Ads.


Step 1: Create a Google Ads Account

To initiate the setup process for dynamic remarketing in Google Tag Manager (GTM), create a Google Ads account. You can proceed to the next step if you already have a Google Ads account.

For those without an account, visit the Google Ads homepage and follow the instructions to create a new account. You will be prompted to furnish essential details about your business, including your website.


Step 2: Add Your Products to the Merchant Center

Creating a product feed is crucial for creating dynamic remarketing in Google Ads. A product feed is a spreadsheet or CSV file containing comprehensive information about your products, such as prices, images, and descriptions. This data is crucial for Google Ads to determine customers’ product interests and deliver relevant ads for other related products. It’s important to work with a PPC agency to ensure that your product feed is properly optimized and aligned with your marketing goals.

Fortunately, creating a product feed is a simple and direct process. You can use a standard spreadsheet or CSV file format to construct your product feed and then upload it directly to the Google Merchant Center. To create a Merchant Center account, follow this link. This ensures that your product data is accurately presented to Google Ads, enabling effective dynamic remarketing campaigns that reach the appropriate customers at the right time.

While creating a comprehensive product feed may appear daunting, especially if you have numerous products, there are methods to simplify the process, particularly for e-commerce websites operating on specific platforms. For example, CMS platforms such as Shopify and WordPress (with WooCommerce) offer features that automatically add products to the Google Merchant Center.

Example of Shopping Feed Placement in Google Ads.

When integrating your Shopify store with the Merchant Center, you can use the API method. By leveraging this approach, you can automatically synchronize your product data between the two platforms, eliminating the need for a traditional feed. This convenient feature streamlines the setup process for dynamic marketing with Google Ads as well as with a PPC (pay-per-click) agency, as it removes the requirement for manual data entry and guarantees that your product information is always up-to-date.

In the case of WooCommerce, you can take advantage of rich results for products through structured data. To accomplish this, you can explore tools like Yoast, which offers an easy way to implement structured data. By doing so, the Merchant Center can automatically crawl your website and retrieve all your products without relying on a traditional feed. This functionality simplifies and enhances the efficiency of setting up dynamic marketing with Google Ads for your e-commerce business with a PPC agency.

Important to Note:

To ensure Google Ads can utilize your product feed in dynamic remarketing campaigns for online marketing, it is crucial to establish a link between your Merchant Center account and your Ads account. This linkage informs Google Ads that you have an available product feed to select from when creating your dynamic remarketing campaign.


Step 3: Add the Data Layer

Adding the Data Layer to your website is crucial to enable dynamic remarketing. The Data Layer holds specific information about the products users view on your site. This includes the product’s ID (which must match the ID in your Merchant Center feed), its value (which can include the shopping cart and final order value), and the page category that the user is browsing. This information is transmitted to your remarketing Tag, Google Ads, and PPC agency.

How exactly does the Data Layer transfer this information to Google Ads? Whenever a user interacts with your website, an event is triggered. To track these events, you can install the Data Layer, which collects important data from your website’s products. Although the entire event snippet code may not appear in your tracking tools, integrating the Data Layer is an effective method to transfer this relevant data to Google Ads

An example scenario: A user visits your website and checks out two products. The event snippet code will contain the value (price) and IDs of the viewed products. The Data Layer then transmits this data to Google Ads, enabling you to create dynamic remarketing campaigns that effectively target the appropriate customers with the relevant products.

Event names are vital in tracking and measuring user actions in the data layer. By selecting the right event name, you can accurately measure user actions and assign them to user lists in Google Ads. This enables the optimization of remarketing campaigns based on specific user actions, like adding products to the cart. Choosing the appropriate event name ensures accurate tracking and enables Google Ads to assign users to relevant user lists, leading to informed marketing decisions and reaching the target audience effectively. As a PPC agency, it’s important to make sure that your event names are descriptive and indicative of the user action being tracked in order to get the best results for your clients.

To implement the Data Layer code customized for your website above the GTM code snippet, ensure that you have already installed Google Tag Manager (if not, kindly refer to this Google Help Center article). If you are looking to track pay-per-click (PPC) data, following this sequence, will allow you to seamlessly integrate the Data Layer code into your website setup.


Step 4. Create a Google Ads Remarketing Tag in your Google Tag Manager Account

Follow these straightforward steps:

  • To get started, log in to your Google Tag Manager account.
  • Navigate to the “Tags” section in the left-hand menu.
  • Click on the red “New” button.
  • After naming your new Tag, navigate to the tag configuration section and select “Google Ads Remarketing” from the available list of tag types.
  • To input your Google Ads conversion ID, locate it within your Google Ads account. Access the “Tools & Settings” section and choose “Audience Manager” under “Shared Library” to find the ID.
  • To find the Conversion ID, proceed as follows:
  • On the left-hand side, choose “Your Data Sources.”
  • Click on “Google Ads Tag.” If you haven’t set up a tag, you’ll be guided to create one by selecting “Set up Tag.”
  • Scroll to the bottom of the Google Ads Tag page and click “Tag setup.”
  • From there, opt for “Use Google Tag Manager.” This is where you will locate the Conversion Id.

To proceed, follow these steps:

  • Copy the Conversion ID you obtained.
  • Locate the Conversion ID section within your Google Ads Remarketing Tag in GTM.
  • Paste the copied Conversion ID into this section.
  • Make sure to enable the “Send dynamic remarketing event data” option.
  • You’ll be ready to elevate your marketing efforts to the next level by completing these steps!


Step 5: Enable Dynamic Functionality for Your Remarketing Tag

To make your Remarketing Tag dynamic and utilize custom parameters for your Google Ads Tag’s dynamic remarketing events, follow this additional step:

  • Select the pre-defined variable “Event,” which a gear icon indicates.
  • Next, you’ll need to add the Event Value. To do so, locate the “+” icon adjacent to the text box and click on it.

To proceed, follow these steps:

  • Click the “+” sign in the screen’s upper right-hand corner.
  • Assign a name to the variable, such as “dlv-value.”
  • Select “Choose a variable type to begin setup…”.
  • From the available options, choose “Data Layer Variable.”
  • Assign the appropriate name from your site’s code to the Data Layer Variable. For instance, if you’ve used the name “value” in your Data Layer code, assign the same name to the Data Layer Variable.
  • To complete this step:
  • Enter the necessary information in the Event Items field.
  • Use a Data Layer Variable to retrieve the items array from the Data Layer, 
  • Similarly, as you did for the value Data Layer Variable, navigate to the “Event Items” dropdown menu and choose “New Variable.” Assign the name “dlv-items” to the variable and proceed by selecting “Choose a variable type to begin setup…”.
  • From the options available, choose “Data Layer Variable.”
  • Assign the suitable name from your site’s code to the Data Layer Variable. For example, if “items” is the name used in your Data Layer code, assign the same name to the Data Layer Variable.
  • Here is an example of how your completed remarketing tag with custom event Data Layer Variables should look like:


Step 6: Create a Trigger in GTM for your New Dynamic Remarketing Tag

You aim to fire the Remarketing Tag when specific events occur, such as a product view, product search, category list view, add to cart, or purchase.

To achieve this, create a custom event trigger that will only activate when these pre-defined events occur.

  • Start by checking the “Use regex matching” option. This will enable you to use an “or” function with a pipe symbol.
  • Copy your pre-defined event names from the Google documentation and separate them with the pipe symbol, like this: view_search_results|view_item_list|view_item|add_to_cart|purchase.

Your  Tag will be triggered only when a visitor goes through the different remarketing events, which can be considered steps down the lower half of the marketing funnel. Name the trigger and save it.


Important Note: To ensure maximum retargeting coverage and flexibility when creating audiences.

  • To achieve this, follow these steps:
  • Set up a standard Remarketing Tag in addition to the dynamic Remarketing Tag you created.
  • Create a new Remarketing Tag in GTM using the same conversion ID as the dynamic Remarketing Tag.
  • However, do not add any custom Data Layer events to this Tag.
  • Set the trigger for the standard Remarketing Tag to fire on all pages except for the pages where the new dynamic Remarketing Tag is being triggered.
  • To do this, add “custom – remarketing events” as an exception to the trigger for the standard Remarketing Tag.



Here’s an Overview to Help you Get Started with Dynamic Remarketing for Retail:

Take your business to the next level with PPC Beast, a powerful agency that specializes in dynamic remarketing ads. By leveraging the capabilities of Google Ads and Google Tag Manager, PPC Beast offers you the opportunity to create personalized ads that have a higher chance of converting potential customers into loyal ones. By using PPC Beast, you can reach your target audience more effectively by creating ads tailored to their preferences and needs, maximizing your chances of success.

Dynamic remarketing ads have the potential to boost your revenue by targeting individuals who have shown interest in your products. This increases the probability of turning them into loyal customers and leads to increased sales and revenue for your business.



Below are the Six steps to Set Up Dynamic Remarketing in Google Ads:

  1. Create a Google Ads account
  2. Add your products to the Merchant Center
  3. Add the Data Layer
  4. Create a Google Ads Remarketing Tag in GTM
  5. Make your Remarketing Tag dynamic
  6. Create a trigger in GTM for your new dynamic remarketing Tag

Following these steps, you can set up your dynamic remarketing ads in Google Ads and take your online marketing to the next level. Good luck!


When You’re on the Lookout for a Top-Notch PPC Agency Near you, Your Search Ends Here at PPC Beast

If you’re looking to grow your online business, look no further than PPC Beast. As a dedicated PPC marketing agency, our team of Google Ads specialists can assist you in achieving your objectives and expanding your client base through powerful online marketing strategies that incorporate tools like Google Ads Manager. Ready to get started? Schedule a call today and let’s work together to make your entrepreneurial dreams a reality!

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