Dynamic Remarketing Best Practices

Dynamic Remarketing Best Practices


Mary Weinstein

Author Profile | Mary


Google Dynamic Remarketing: 5 Best Practices

1. Segment Your Audiences

Google provides some default ways to segment your ads, like so:

  • Homepage Visitors – Discover great deals – $2
  • Tshirt Viewers – check out new arrivals – $3
  • Cart abandoners -Free shipping – $5
  • Payment Abandoners – 30% off today only – $8
  • Past purchasers – refer a friend 25% off – $5

Those are the CPCs Google recommends for those ad groups. The theory rests on the fact that you want to bid more for people who have almost completed a purchase or already completed a purchase.

Some other ways you can segment your audiences to increase your returns:

A. Visitors that visit specific category pages
B. Visitors that visit one of your best-seller product pages
C. Visitors that abandon a cart that is more than $100 or $500
D. Visitors that are in specific interest categories. Google uses the login data of it’s users to target them with ads if they visit other websites that have similar products or themes associated with your store. In this way you reach new customers with dynamic remarketing.
E. A custom dynamic remarketing combination (more info on how here)

2. Dynamic Remarketing: What Ad Sizes Work Best?

From our remarketing research the most effective ad sizes are as follows:

  • 728 x 90 (most clicks)
  • 300 x 280 (2nd most clicks)
  • 336 x 280 (highest CTR)

Why? Because these dynamic remarketing ad sizes are the most commonly used on a wide range of websites, giving your campaigns the most potential for quality traffic and volume. The other sizes are not-as-common ad placements on websites.

3. How do I include or exclude certain websites into my Dynamic Remarketing campaign?

Great question Andrew. Here’s how:


Just click on the ‘Narrow your targeting further’ and you’ll be able to select ‘Placements – show ads on websites you choose’. Presto. Done. Capish. Cionara.

4. How do I optimize how my Dynamic Remarketing ads look?

Another great question Andrew, keep them coming.

Google has seen in their initial data on the program that simple ads work best. Ads that really show off the image of the product.

So do this:


Not this:


Or don’t, I don’t care.

Really Andrew? Do you really not care?

I do but sometimes you gotta try different dynamic remarketing ads on your own and figure out what works for you.

5. So how would I A/B test my dynamic remarketing ads if I wanted to?

You’re on a roll Andrew. I don’t know how you do it.

Simply create two separate dynamic remarketing ad groups targeting the same audiences with the same bid and the same ad sizes, and choose two different ad templates and designs. Run them for the same amount of time and compare the results.

For more Google Dynamic Remarketing best practices, check out our Google Remarketing Webinar.

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Google Dynamic Remarketing Guide 2.0