Set up Google Ads Dynamic Remarketing in Magento 2

Even though you improve product page SEO and focus on getting more organic traffic, sometimes you need to change your approach to increase conversions.  While SEO will help you to drive traffic to your store, it doesn't guarantee this traffic will bring conversions.

So, if you want to improve the conversion score, since there are people who browse your website but buy nothing, you've landed on the right page.

Today we want you to learn more about Google Ads Dynamic Remarketing and help you to set it up for your store with Magento 2 Google Tag Manager.

Before we start, let's define what dynamic remarketing is and how it is different from remarketing.

What is Google Ads Dynamic Remarketing?

Google Ads dynamic remarketing is the campaign you can set up to display personalized ads to people who visited your website previously but didn't make a purchase.

Unlike remarketing, dynamic remarketing allows you to go one step further and display ads with products and services people visited

A great advantage is the dynamic remarketing ads are pretty much automated. All you basically need to do is to set up the remarketing tag on your store, which we'll help you with later in this article. 

The Google dynamic remarketing tag will track information about your website visitors by custom parameters and send this data to your Google Ads account. Then you can configure ads for people added to your remarketing list.

Benefits of Dynamic Remarketing for Your Magento 2 Store

Since there are different reasons for people to leave your website without purchasing anything, you can create different segments for remarketing.

Dynamic remarketing enables you to show ads for general website visitors, visitors who abandon their carts, those who simply view products or those who've purchased something before, etc. 

That's why dynamic remarketing in Magento has great potential — you can tailor your message to people who are really interested in your products and services (since they've viewed them before). 

How to Set up Dynamic Remarketing in Magento 2?

The main thing you need to implement on the Magento side to enable dynamic remarketing is the tracking code. This usually requires a developer. However, we'll show you how you can do it without any technical knowledge

But, first things first.

Before you start a dynamic remarketing campaign, you need to create a Google Ads account and a GTM account.

1. Install the Magefan Google Tag Manager extension

Magento 2 Google Tag Manager extension enables you to implement the tracking code right from the admin panel. So, before you enable dynamic remarketing in Magento 2, you need to install Google Tag Manager Extension.

Note: dynamic remarketing support feature is available only in the Google Tag Manager Plus plan.

2. Get Google Ads conversion ID and label

Once you install the extension, you need to get the Conversion ID and Label to enable the tracking.

  • Conversion ID

Go to your Google Ads account > Tools > Shared Library > Audience Manager. Then find Your Data Sources and clicks on Details in the Google Ads tag card.

google ads data sources

Scrolls down to the Tag setup section and press Use Google Tag Manager. You'll get your Conversion ID under the Instructions.

Dynamic remarketing conversion IDs

  • Conversion Label

Note: the conversion label is optional. But if you have a tag-based remarketing list with a conversion label, you will need it as well.

Navigate to Goals > Summary and click on a corresponding tag (it's Purchase in our case).

google ads tags

Then move to the Tag setup and switch to the Use Google Tag Manager to find a Conversion Label.

google ads conversion label

3. Paste the conversion ID and label in Magento 2

The best thing about the Google Tag Manager extension from Magefan is you don't have to paste any tracking codes into the source code to enable dynamic remarketing in Magento. Once you get the conversion ID and label (if applicable) you just need to set them in the admin panel. 

For that go to  Stores > Configuration > Magefan Extensions > Google Tag Manager > Google As Dynamic Remarketing. Enable the dynamic remarketing, paste your ID and label in the corresponding fields and don't forget to Save the settings. 

Dynamic remarketing in Magento 2

4. Create GTM tags

Usually, you'd need to go to your Google Tag Manager account and create a new tag for Dynamic Remarketing. But with this extension, you simply need to export the preset tags to your GTM account.

Go to Stores > Configuration > Magefan Extensions > Google Tag Manager > Export Container and click on the Generate JSON Container & Download File button. 

Export Google Tag Manager Container

After you have the file, go to the GTM homepage, move to the Admin tab and click on the Import Container

Import Google Tag Manager Container

Then select the file to import, choose a workspace and set whether to overwrite or merge the selected workspace with the container you want to import. Then select a workspace, which is usually the default.

Import JSON container into GTM

You'll be given a preview of the tags and triggers that are being imported. You simply need to confirm them. 

Updated GTM Tags and Triggers

And once you do confirm the imported tags you will see the corresponding tag created automatically.

Magefan Google Ads Remarketing

If you click on it you'll be able to configure the tag and the triggers if you like.

Google Ads Remarketing in Magento 2

5. Check GTM tags implementation

Before you move to create the remarketing lists you need to make sure the tags are working. 

Note: if you've already added GTM to Magento, you can skip this step. 

Once you're in your Google Tag Manager account, click on Preview and enter your website URL. Then press continue and you're all set up. 

Connect tag assistant to your website

6. Create an audience segment

Creating segments helps you to get the most out of your remarketing campaign. Targeting "All Visitors" without taking into account audience size and intent won't yield the expected results.

It is best to create audiences in GA4 since it gives you more options to clasify the audience. Then you can share the segments with the Google Ads account and start the remarketing campaign with more categorized audiences. 

GA4 already has default All Users and Purchasers audiences. But you can get creative and add remarketing list based on:

  • Cart viewers
  • Purchases
  • Blog Viewers
  • Category Page viewers, etc.

To create a new audience in Google Analytics 4, go to Admin > Audiences > New Audience and create different segments based on different events you can track thanks to the Google Tag Manager Extension. 

GA4 Create Audience

7. Create a dynamic remarketing campaign

Once you have your audiences created, you're almost at the finish line. Go back to the Google Ads account and start creating your dynamic remarketing campaign.

Dynamic Remarketing for Magento Store is Live!

It shouldn't take longer than a few weeks for you to get data on how well your dynamic remarketing campaigns are doing. That is exactly when you should start optimizing them. Only then will you get the expected results and continue improving conversions on your Magento 2 store.