From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Dynamic Remarketing for the Google Display Network - Given by David Szetela, @szetela - FMB Media, Owner & CEO. #SMX #13B

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Dynamic Remarketing for the
Google Display Network
Presented by:
David Szetela
Owner and CEO, FMB Media

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• Google Display Network
• Image and Text Ads
• Like Remarketing, ads follow previous site visitors
• Power feature: image and info reflect last seen product or
related products
What is Dynamic Remarketing?

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• A must-do for eRetailers – works with standard Product Feed
• But also works for other types of web businesses, e.g. Travel,
Education, Flights, Hotels and Rentals, Jobs, Local Deals, and
Custom definitions
• In short, almost any multi-product/service business
What is Dynamic Remarketing?

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• Display Network Only
• Advanced Settings -> Dynamic Ad Settings
• Select industry (Retail), product feed
• Skip Ad Group, Ad creation
Setup Step 1 – Create Dynamic Ad Campaign

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• Customized version of the standard remarketing tag
• Should go on every site page – or at least all product pages
• Each tag must have unique values for Product ID (required).
Optional but recommended: Page Type (e.g. Product,
Category), Product Price
Setup Step 2 – Tag the Site

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• Downside: code must be changed when products change, e.g.
price
• Check tags with Chrome plug-in Tag Assistant
• To use Google Analytics tag, see this article.
Setup Step 2 – Tag the Site (cont.)

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• Tag sets for non-retail industries are different and allow for
significant customization
Setup Step 2 – Tag the Site (cont.)

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• Click on Display tab, choose +Targeting, choose Interests and
Remarketing
• Choose the audience you want to target – All Visitors list is
automatically created, plus these powerful lists:
Setup Step 3 – Create the Ad Group & Targeting

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• General Visitors – People who visited your website but didn’t
view specific product. The dynamic ad will include the most
popular products from your site.
• Product Viewers – People who viewed specific product pages on
your site but did not add them to the shopping cart. The
dynamic ad will show the products that your visitors viewed and
mix in recommended products.
Automatically Created Remarketing Lists

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• Shopping Cart Abandoners – People who added products to
the shopping cart but didn’t complete the purchase. The
dynamic ad will prioritize items added into the shopping cart,
and will mix in a few other viewed products and recommended
products.
• Past Buyers – People who purchased products from you in the
past. The dynamic ad will show related products by looking at
popular items and items commonly purchased together.
Automatically Created Remarketing Lists (cont.)

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• Click on Ads tab, choose +Ad dropdown, choose Ad Gallery,
choose Dynamic Ads
• Click See More button for a big variety of formats and industries
• Choose Custom Image Ad to start, test Dynamic Responsive Ads
later
Setup Step 4 – Create the Ad Set

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• During ad creation, you’ll see many formatting options
• Strong suggestion: include logo image to strengthen recognition
Setup Step 4 – Create the Ad Set (cont.)

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• Lower CPCs than search
• Higher CTRs and conversion rates than standard Remarketing
• Reach depends on the size of the remarketing lists, but can be
sizeable
Run Campaign and Prosper!

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• Test different ad formats and messages
• Create custom combination remarketing lists, e.g. product
viewers that haven’t converted
• Test conversion optimization (but only after ≈ one month of
running without it)
Advanced Tactics

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Thank You!
I’m David Szetela, @Szetela
Give me your card for a free PDF copy of
my book
Or email me with “Free Book” in the
Subject line: david@fmbmedia.com