Dynamic Remarketing - PLAs - Reporting

Learning Objectives

  • Learn how to set up Dynamic Remarketing – the secret weapon of the ecommerce storeowner.
  • How to target specific visitors to your site.
  • Understand the power of the Display Network and practical tips to refine your display.
  • How to set up custom reports to give you the data that matters.


Adwords isn’t all about Search Ads. Remarketing, Dynamic Remarketing and Display Advertising are unique ways of marketing within Adwords, and Google Analytics, that are now fundamental to setting up the complete ecommerce pay per click campaign.

Dynamic Remarketing

Dynamic Remarketing should be non-negotiable for an ecommerce store.

Dynamic Remarketing allows you target specific visitors to your site by placing a cookie on the users device. For most ecommerce businesses it will always be the case that majority of your site visitors will leave and not purchase a product within that browsing session. Using this technology you can place that same product that the user did not purchase back in front of that same user at a later date. Here are the users you can target:

  • General users (for example, users who viewed your home page, or any of your category or product pages)
  • Product searchers (for example, users who viewed any of your search-results pages)
  • Product viewers (for example, users who viewed any of your product lists, or who viewed specific product-detail pages.
  • Conversion abandoners (for example, users who viewed their shopping carts, but didn’t view the purchase-confirmation page)
  • Past converters (users who have viewed the purchase-confirmation page)

Remember to add frequency capping (limiting how often the ad can appear) to all remarketing campaigns in order to not frighten visitors with your intrusive advertising.

Display Network

The Display Network provides advertisers with the opportunity to advertise and promote your ads on websites based on specific criteria you use. Here is an example of some of the publishers that are part of the display network:

  • New York Times
  • The Telegraph
  • Daily Mail
  • AOL
  • NME
  • Last.fm

There are familiar sites that you can advertise on, however, to receive impressions on such sites can be expensive as everybody wants to appear on these sites. Our advice would be to choose sites specific to your industry and location. If you have a physical store you can target local publications that will have considerable lower cost per impressions – aimed at a local and tailored audience.

In a later module we give you our Adwords Toolbox which includes Google Display Planner. This is a vital tool to find the placements that are right for your business.

Google Product Listing Ads

Google Product Listing Ads, or Google Shopping Campaigns as it is also common called have revolutionised ecommerce and paid search. In the video below we highlight exactly why.

In order to set up Product Listing Ads you need to sync your Google Adwords and Google Merchant Centre account. Your Google Merchant Centre is where you will upload your datafeed. The datafeed contains relevant information regarding your products. PLA’s do not directly trigger from keywords, like many Adwords campaigns, but from the information that is included in the datafeed.


Reporting is fundamental to monitoring the performance of your Adwords account. Here we take a look at how to set up a custom report.

Lesson Resources