Dynamic Remarketing with Google BETAImplementation Guide

About the guide

This guide will take you through the steps to create your dynamic remarketing ad using Google Merchant Center and Display Ad Builder.

You can follow the next slides if you have been (whitelisted) and you have received the Advertiser Checklist with implementation steps.

CONTINUE >

Quick Summary of StepsSmart Pixel Steps

1. Implement your Dynamic RMKT Smart Pixel across your site2. Confirm it passes product ID that matches the product's ID in your

Merchant Center account

Google Merchant Center Step3. Link AdWords and Merchant Center accounts

Adword UI Steps4. Create a new campaign 'Dynamic RMKT' in AdWords5. Create a new ad group 'Dynamic Ads' in the 'Dynamic RMKT'

campaign6. Create dynamic creative in Display Ad Builder

○ Select New Ad > Display Ad Builder > Product Showcase > Dynamic Product Ad, Multiple Layouts > Start customizing!

7. Create Product Extensions in the campaign ○ Under Ad extensions > Products, check the box next to "Extend

my ads with relevant product details from Google Merchant Center."

○ Select the Google Merchant Center account you'd like to associate with your campaign.

Smart Pixel Steps

Handled by the Client's Webmaster

Step 1: Implement Dynamic RMKT Smart Pixel

● Implement your Dynamic RMKT Smart Pixel across your entire site by inserting the pixel in your site's footer.

● Webmaster uses script for the webpages to allow dynamic values to be passed through the prodid and pagetype parameters in the pixel

var google_custom_params ={ prodid: '12345', pagetype: 'product' };

● Part of the smartpixel that needs to be customized:

prodid must match id from Merchant Center

pagetype: 'product' [for product pages]pagetype: 'cart' [for cart pages]pagetype: 'purchase' [for purchase pages]pagetype: ' ' [for all other pages]

PRODUCT Page

PRODUCT Page

var google_custom_params ={ prodid: '12345', pagetype: 'product' };

prodid must match id from Merchant Center

Note: Please find full smart pixel code in your checklist

SHOPPING CART Page

SHOPPING CART Page

var google_custom_params ={ prodid: ['12345', '6789'], pagetype: 'cart' };

you can pass multiple values for prodid

PURCHASE Page

PURCHASE Page

var google_custom_params ={ prodid: '12345', pagetype: 'purchase' };

Step 2: Confirm it passes product ID that matches the product's ID in your Merchant Center account

● Email your Google contact to verify.

Google Merchant Center Feed Steps

Handled by Google Account Manger or Merchant Center

Representative.

Step 1: Link AdWords and Merchant Center

● Select 'Settings' ● Select 'AdWords'

Step 2: Link AdWords and Merchant Center

● Insert client AdWords Customer ID ● Click 'Add'

Adwords UI Steps

Handled by Google Account Manager or Advertiser

Step 1: Create New AdWords campaign

● Campaign name 'Dynamic RMKT'● Two ad groups 'Product pages' and 'Shopping Cart

Abandoners'

● Create a new ad > select Display Ad Builder● Select Product Showcase● Select template "Dynamic Product Ad, Multiple Layouts"

Step 2: Customize your dynamic

Steps may change in the future

Dynamic Ad in Display Ad Builder

1) Choose Campaign and Ad Group (last slide)

2) Under "Select ad variations", check the ad sizes for template creation (all 3 ad sizes recommended)

3) Fill in the Ad Name (will not be displayed in ad)

4) Input the Google Merchant Center ID Number

5) Chose Layout (we recommend creating more than one ad to try out different layouts. See example layouts on the last slide)

● Test-only layouts are experimental and may not work as intended

6) Input & customize headline

7) Input & customize CTA button

8) Select button click behavior● Navigate to ad destination url - click on area outside

of products will direct to the "Destination URL" specified at bottom of UI.

● Navigate to a product url - click on area outside of products will direct to the product landing page of a product within the ad

Steps may change in the future

Dynamic Ad in Display Ad Builder (continued)

9) Fill in Disclaimer (appears at bottom of ad) - Optional

10) Upload Logo through "Change image" drop-down

● Logo padding indicates space around logo image

● Guidelines for Logo○ Width at most 350px wide○ Format in .png○ File size less than 40KB

11) Customize product settings

12) Select background settings● You may select a color or upload background

image through "Select Image" drop-down

13) Optional - Customize product info in Product 1, Product 2, Product 3 sections

● Please skip and leave blank if you have a Merchant Center ID specified (the ad will not display these values)

● If you don't have a Merchant Center Id specified, you can customize up to 3 products in the ad by specifying the name, description, image and url.

Steps may change in the future

Dynamic Ad in Display Ad Builder (continued)

14) Optional - Customize Field Mappings in Item 1, Item 2, Item 3 sections

● For each product, you can customize the type of text displayed (up to 3 fields). All 3 field mappings will be displayed even If the layout selected has less than 3 fields.

● If the layout has 2 fields, please update the mapping for Field 1 and Field 3 (Field 2 will not be used)

● If the layout has 1 field, please update Field 3 (Field 1 and Field 2 will not be used)

15) Update Display URL and Destination URL

● You may not see the Display URL if the layout selected does not display it

● Destination URL will be used if "Select button behavior"="Navigate to ad destination url" from step 8

16) Optional - Click prefix URL● Prepend a click tracker to the front of landing

page URLs17) Select Preview and Save

Options for creating or editing Product Extensions: http://support.google.com/adwords/bin/answer.py?hl=en&answer=141833

Filtering Product Extensions:http://support.google.com/adwords/bin/answer.py?hl=en&answer=186300

Step 3: Create Product Extensions in the campaign

● Go to tab 'Ad Extensions'● Select 'Product Extensions'

Check before you go live

● Check if your creative appears how you would like it to.

● Smart Pixel is implemented with correct Merchant center product IDs and lists are populated in the account

● All steps in this guide were completed

If all is done, please inform your Google team that your ads are ready to go live and they will confirm when the ads are ready to be activated!

Example layouts available within the 'Dynamic Product Ad, Multiple Layouts'