Google Dynamic Remarketing tagRetargeting is a form of online advertising that targets shoppers who have already visited an online store. Merchants re-target or re-market shoppers who have already been to their site.

Google’s retargeting program, Google Dynamic Remarketing enables Google advertisers to retarget on the Google Display network.

Advertisers create product and site specific ads  for shoppers who have:

  • Visited your site
  • Viewed a product page on your site
  • Added an item to their cart on your site
  • Purchased an item on your site

Setting up a remarketing campaign involves using a piece of site code (sometimes called a pixel or tag) which drops a cookie on browsers who visit your site- and tracks shopping and click behavior so advertisers can optimize ad placement and bids.

Before you set up a Google Dynamic Remarketing campaign, you’ll need to set up the Dynamic Remarketing tag.

Google Dynamic Remarketing Tag

In order to track user behavior, the Dynamic Remarketing Tag needs to be on every page of your site. Below are some of the major elements of the Google Dynamic Remarketing tag you should share with your developer:

  • Needs to be installed on every page of your site
  • Tracks product ID and page visit type
  • Requires JavaScript Object Notation Format (JSON)
  • Parameters should be separated by commas

Here is an example of what the Google Dynamic Remarketing Tag looks like: 

<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
};
</script>
<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = xxxxxxxx;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type=”text/javascript” src=”//www.googleadservices.com/pagead/conversion.js”>
</script>
<noscript>
<div style=”display:inline;”>
<img height=”1″ width=”1″ style=”border-style:none;” alt=”” src=”//googleads.g.doubleclick.net/pagead/viewthroughconversion/xxxxxxxx/?value=0&guid=ON&script=0″/>
</div>
</noscript>

Custom Paramaters

Google’s Dynamic remarketing tag tracks  site user behavior to document shopping variables such as page views, product views and site activity. When setting up the Google Dynamic Remarketnig tag, advertisers need to identify variables so Google can populate that information within AdWords including:

  • Product Page
  • Shopping Cart Page
  • Purchase Page
  • General Site Visit

To add custom paramaters to the Google Dynamic Remarketing tag, include your site specific variables in the remarketing tag:

<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
};
Send as many additional custom paramaters as possible using the tag. Some paramaters you might consider include:

  • product category
  • value
  • quality
  • visitor page

 

Verify Google Dynamic Remarketing Tag

1.Check that your Remarketing tag is working in AdWords 

2. Use Chrome Tag Assistant to validate tracking


Next Step: Set up Google Dynamic Remarketing Ads

Learn how to set up Google Dynamic Remarketing Ads, best practices when setting up ads and how to increase conversions with Dynamic Remarketing:

Google Dynamic Remarketing Guidebook

About the AuthorMary Weinstein is the Director of Content at CPC Strategy, and an expert in Retail Search, Google Shopping and Digital Marketing. A NY native, Mary spends her time educating online merchants, hiking and drinking copious amounts of coffee. You can also find her work on SEW, SEMRush, MOZ and Practical Ecommerce. See all posts by this author here.