Google’s gift to NZ: Dynamic Remarketing

As regular readers of this blog know, Google Shopping has no scheduled launch date here in New Zealand, despite reported demand.

Now, in a bid to substantiate the case for Google Shopping in this market, Google is offering NZ advertisers help in launching the next best alternative — Dynamic Remarketing campaigns.

Originally released in mid-2013, Dynamic Remarketing differs from standard AdWords remarketing in that ads include product or product category images. These images are automatically selected from the advertiser’s product or service feed, and chosen based on each visitor’s activity on the advertiser’s site.


Dynamic Remarketing requires retailers have a Google Merchant Center feed (also used for Google Shopping). Non-retail advertisers need to create and upload a feed to the Business data section of their AdWords Shared library.

For help creating data feeds, Google is offering NZ advertisers implementation support from its internal Regalix development team.

Advertisers can customise ad creative from a wide selection of templates, and are recommended to use text ads in addition to image ads. In choosing which ads get impressions, AdWords picks the dynamic ad layout most likely to perform best for the person, placement, and platform.

As for which products and messages are shown, the AdWords product recommendation engine automatically selects what is predicted to perform best. In addition to top selling and related products, the specific products a visitor has viewed or purchased may also be shown.

Sites do, of course, need to be tagged with remarketing code on each page, and set up to pass dynamic values to the remarketing tag for key steps (such as product views). If you are using Google Tag Manager (or another tag manager), you won’t need to hardcode tags and custom parameter values on your site.

In setting up a Dynamic Remarketing campaign, Google automatically creates the following remarketing lists:

  • General visitors (who did not view a specific product)
  • Product viewers (viewed products but did not add them to the shopping cart)
  • Shopping cart abandoners
  • Past buyers

Advertisers can also create their own remarketing lists, however — and should.

Why should you care?

The more advertisers that get involved, the sooner Google Shopping will launch in New Zealand.

What’s more, retailers who activate Dynamic Remarketing campaigns will be whitelisted as priority clients and get a head start on competitors once Google Shopping is launched here.

But it’s important to note that Dynamic Remarketing is not limited to retailers — in fact, Google says it can be used for any type of online business. And, if you are already running remarketing campaigns, dynamic remarketing offers a way to keep ad creative fresh and relevant.

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About the Author Jeremy Templer

Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.