When Google enabled the ability to develop retargeting lists for AdWords in Google Analytics, advertisers gained a huge opportunity to refine audience targeting by using the wealth of dimensions and metrics available in Analytics. Now Google is bringing this integration to Dynamic Remarketing display campaigns.
Launched in June of last year, Dynamic Remarketing campaigns in AdWords are powered by product feeds in Google Merchant Center. Product images are pulled from Merchant Center into ads dynamically based on what a user was browsing on an advertisers’ web site. Ads are then served on the Google Display Network.
The Google Analytics integration for these campaigns now means the audience targeting can be much more finely tuned to on-site behavior, for example, and have access to product level reporting within Analytics.
Dynamic Remarketing is available to retailers and Google is testing these campaigns in the travel and education sectors as well.
Here’s how the set up works:
- Create one or more remarketing lists using Google Analytics
- Update your tags to track Product ID, Cart Value, and Page Type as custom variables (or dimensions)
- Enable the Dynamic Link in Admin > Property > Dynamic Attributes. This will let Google Analytics send attributes to your AdWords account.
- Create a Dynamic Remarketing Display campaign in AdWords