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Home > English > Search Publishers > Google > How To Articles: Google > Dynamic Remarketing Ads

Dynamic Remarketing Ads

What is the Dynamic Display Ads feature?

Dynamic Display Ads is a Google feature that allows you create ads that are tailored to your target audience. This happens dynamically as your ads are shown to a specific user on a specific website.

The key benefits of this type of ad are as follow:

  • Ads stay fresh and relevant by combining the Display Ad Builder’s content management system with the Google Merchant Center automated product updates.
  • Allows advertisers to contextualize ads based on page content, or by specific user. For example, you can show users different languages or currencies based on their location.
  • Achieve creative efficiency gains by creating a single display ad that dynamically shows a user the right messages and the right products in the right context.
  • Report on and optimize ad performance by selecting different layouts for your ad content and receiving reports on which ads perform best.

What are Dynamic Remarketing Ads?

Dynamic Remarketing Ads are a type of Dynamic Display Ads that let you personalize your ads based on products a customer has viewed on your site or added to their cart.

How Dynamic Remarketing Ads work

Using a special tag on a merchant’s website, Google retrieves product ID numbers for all available products for that merchant. Next it matches these IDs to the site’s Google Merchant Center feed. It then uses this information to create customized Dynamic Remarketing Ads which can display different names, images, prices etc. based on the specific user.

Using Dynamic Remarketing Ads with the platform

Because Dynamic Remarketing Ads are not currently available via the API, they cannot be managed within the Platform.

However, you can sync your campaigns, groups and ads in the Platform and run reports on these levels.

Tracking Dynamic Remarketing Ads

When syncing a Dynamic Remarketing campaign, the Platform cannot append tracking values to the main destination URL of the banner, as these ad types are not editable. There are two ways to work around this:

1) Individual product URLs can be tracked using the click prefix URL in the Google Ads Display Ad Builder. You can specify the redirect in the Click Prefix URL (optional) field. This will pre-pend the URL specified in this field to the landing page URL for dynamic ads (this could be the destination URL, c:drlp, Google Ads redirect, or the product URL).

Note: To locate the Click Prefix URL, look under "Landing Page," click on the text that says "Final URL" and change this to "Destination URL."

Here is an example of a pre-pended URL using Platform tracking: http://tracker.example.com/rd?cid=abcd1234&pcrid={creative}&lp=

The above method works for any accounts on Platform tracking, even if they do not normally use redirects. It should also function for most third-party redirect-based tracking solutions. Please contact your Platform representative for more details.

2) You can manually update the destination URL in Google Ads and append the correct tracking parameters to its URL.

To get the unique tracking ID with all of the appropriate tracking parameters to be used for each of your remarketing ads, you can generate placeholder keywords for this:
  1. Create a bulksheet that contains Account, Campaign, Group, Keyword, and Destination URL column headers.
  2. Use an existing account, campaign, and group for these values. Use any keyword value (since these are just temporary placeholders). And use the base URL that you want for these remarketing ads as the destination URL value.
  3. Upload this bulksheet in Held status but do not post it to the publisher (since these place holder keywords are only going to be used to generate the URLs for the remarketing ads).
  4. In the Activity Log, download the file associated with the resulting Activity Log job, the Destination URL field should contain the tagged URLs.
  5. Copy these URLs and paste them directly in Google Ads; one for each remarketing ad.
  6. Once all of your remarketing ads have the correct URL with tracking in Google Ads, cancel the Held Activity Log job in the Platform. These placeholder keywords will then be removed, since these are no longer needed in the account.
  7. Manually sync the remarketing campaign in the Platform and the remarketing ad URLs will get pulled down into the Platform for those objects.

Note: The destination URL for the ad will only be used if the user clicks when not viewing a specific product. Clicking into a product will result in the use of the same URLs as defined in the merchant feed.

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