How much time does it take for a person to buy something online? For example, a phone, a camera, furniture, or anything else?

Usually, the decision to buy something is not spontaneous. First, the consumer checks out all the details about the product and its characteristics, compares prices on different sites, takes time to think, consults with family and friends, and only then returns to make the purchase.

At this point, the browsed products start chasing the user all over the Internet – they show up on YouTube, on all sites, in search, and even reach him/her in social networks, thereby constantly evidencing the site and the product to the customer and warming his/her to make a purchase.

This is called dynamic remarketing.

What are the benefits for business?

  • More precise targeting. Compared to contextual advertising, dynamic remarketing has more opportunities for audience segmentation, all based on geo-position, age, characteristics, user actions on visited pages, abandoned shopping carts, channels they came from, and how much money they spent on the site. Such settings allow you to getwarm traffic.
  • Bringing customers back to the site. For example, if a customer browses through a certain product on the site, then you can show him ads with similar products, thereby motivating him to make an order. For example, a wall clock. After that, the customer will be pursued by different models of clocks.
  • Increases conversion rates by reminding people about products and the site. It also makes it possible to sell related products. For example, an electronics store with dynamic remarketing can show a client who has just bought a phone a variety of cases, headphones, chargers, and other accessories.
  • Increases the return on investment. Compared to contextual advertising, the remarketing conversion cost will be lower. The reason is that campaigns are launched only to the target audience.

Setting up dynamic remarketing

1. First, you need to register your Google Analytics and Google Ads accounts, link them together, and activate data collection for remarketing in the Google Analytics account according to the following instructions:

Administrator tab → Resource column → Tracking → Data collection → Remarketing

2. Then a technical file is formed, often in xml or csv format, called commodity feed.

This file contains structured information about products, filed in a special way, generated for uploading to the Google Merchant Center for the moderation of products and further linkage to the advertising account.

It allows the system to retrieve data about items, such as name, description, id, link to the product and images, price, discount and other characteristics.

3. Next, you need to make some adjustments to the code of the pages so that it collects data on viewed items and sends them to Google Analytics. You need access to the site and a programmer who will set up the sending of attributes through the custom parameters on the server.

Here is an example of a code snippet for setting up:

4. Before launching an advertising campaign, you need to create remarketing lists – that is, determine the audience to which dynamic banners will be shown.

You can do it in the following way:

Shared Library → Audience manager → Audience lists

Google Ads by default creates a standard list of all users who have visited pages with remarketing tags:

5. The final step is to create an advertising campaign in the CMS for sales and the choice of product feed in the additional settings of the campaign.

Now, when the users browse certain product pages on the site, data about their visit will be sent to Google Analytics. As a result, when the users further search on the Internet, the advertising with the specific product items they were interested in will catch them up.

Let’s imagine that Kate wants to buy a new coffee machine. She goes to the website and starts looking at different options. She compares characteristics, adds some models to the cart, but then she gets distracted by her baby. This and that, and Kate has already forgotten about the purchase, leaving away from the laptop.

At that time, the code installed on the site had already registered her action and put her on the remarketing list of Cart viewers (those who viewed the cart). Now, after the remarketing campaign is launched, Kate will see coffee machines from this site on other sites she visits. Maybe she’ll come back and buy it, and maybe she’ll also buy related products.

Such remarketing is also available for setting up on social networks. Ads will be shown not only on Facebook, but also on Instagram.

(You may be interested in: The cost of advertising in social networks)

Well, we got this. Now let's talk about who benefits from dynamic remarketing

  • multi-product stores and large sites. In this case, dynamic remarketing can help solve the problem of abandoned carts and pending orders. This type of advertising is a great way to boost your sales
  • hotel sites, aggregators, and travel services. If a user often visits a site with airline tickets, dynamic remarketing will show him a lot of options to the countries he is interested in, as well as assist him in choosing a hotel, excursions and much more.

The main requirement for launching dynamic remarketing is that the site has more than 30 product cards. If their number is less, the campaign won’t pass moderation.


Losing a customer who was on your site and did not buy anything, or abandoned the cart means losing profits.

Dynamic remarketing can be used to remind people about your site, your products and services, to bring customers back and to sell them some products. Using it together with contextual advertising will greatly increase the profits of your online store.

Trust the installation of tracking codes and the setup of remarketing campaigns to the Google and targeting experts at Comon Agency. Indeed, effective and well-configured remarketing can lead to investment growth of more than 50%.

Leave an application on our website and we will contact you for consultation and strategy to promote your product or service.