Dynamic product banners in your Google Ads account
The dynamic product ads show specific products that users have already viewed, marked as favorites, or added to their cart. In such way, dynamic product remarketing brings users back to specific product pages to complete their purchase. In terms of effectiveness, this approach surpasses all other targeting methods because it is highly personalized. This article is about how you can run feed-powered product ads for remarketing campaigns in Google Ads with our hosted (ad serving) solution.
Why do I need EasyPlatform to launch dynamic product remarketing on Google Ads?
Running dynamic product campaigns in Google Ads can be quite a challenge. You need to upload a product feed to Google Merchant Center and use it to create product banners. This is followed by a complex campaign setup in Google Ads. Also, in some countries (like Bulgaria and Serbia), Google Merchant Center is still not available. You can check the supported countries here.
At EasyPlatform we offer an ad serving solution that can significantly simplify the process and bypass these complicated operations. By using dynamic product banners and a product feed hosted on our platform, you can have a dynamic product remarketing on any other DSP (like Google Ads, DV360 or AdForm).
How to start hosting Dynamic Product Ads on EasyPlatform:
1. Register for free on our platform (done by You)
Get started by creating an account on the platform. This will give you a unique profile ID and allow you to explore inside and move on to the next step.
2. Add our tracking pixel to your online store (done by You)
After setting up a profile on the platform, you need to activate your EasyPlatform pixel from the 'Audiences' menu and get the tracking tags for each important event: PageView, ViewContent, AddToCart and Purchase. We recommend adding the AddToWishlist event as well.
It's crucial that each event also sends the product’s id, which matches the IDs of products in your product feed. The goal is to match products recorded by our tracking pixel with the same products in your feed. We've created a detailed article with instructions on how to install the EasyPlatform pixel on your site and link the key events.
3. Connecting a product feed (handled by our Team)
It's crucial to have a link to a product feed (XML or CSV) containing details for each item in your e-shop (unique identifier, price, image, link, etc.). Fill in the product feed URL found under the 'E-Shop' menu. We will process your product feed and regularly extract information from it (at least once daily) to dynamically populate your remarketing campaign banners with the necessary products.
Suitable feeds include those for Meta and Google Merchant Center. Besides products from online stores, the feed can also contain other data and be used for loading current news, announcements, apartment offers, vacations, and more.
Our detailed specification for advertising feeds will help you quickly check if your current feed meets our requirements.
4. Creating dynamic product banner templates (handled by our Team)
In fact, the banners for dynamic product remarketing are ready-made templates adapted in different sizes. Minor creative personalizations are allowed, such as adding a logo, frame colors, and hover effects. The goal is to achieve a lightweight, effective creative design with proven efficiency.
The most popular sizes on any advertising platform are those for mobile devices, namely: 300x600, 300x250 and 336x280. Our team has ready templates for these sizes and will prepare them for your campaigns.
5. Starting ad serving campaigns and setting the banner rules (handled by our Team)
Our team will create one or more ad serving campaigns to which the dynamic banners will be attached. After attaching the banners to campaigns, specific rules for each banner must be set according to the targeted audience. These settings are performed by our administrators to avoid errors. Later, you can easily stop, start, and edit each creative.
6. Upload our dynamic product banners on Google Ads (done by You)
Once your campaigns and dynamic product banners are created in EasyPlatform, they are ready to be uploaded to another platform (like Google Ads). The only way to do this is to upload our banners as ad serving tags. In this article, we have provided a detailed guide on How to add 3rd party ad serving tags to Google Ads.
How much does it cost to use our creative serving solution?
Pricing for ad serving is based on 1000 served impressions (CPM). Our prices start at 0.20 EUR and depend on the country in which the banners will be served, and also on the volume of impressions. The amount is deducted from your account balance on each impression, once ad serving campaigns are activated and running.
There is no monthly or yearly fee for ad serving - you need to deposit an amount in your Advertiser account and pay in advance. The amount you deposit has to be consistent with your planned impression volume.
Do you need dynamic product remarketing on Google Ads or a deal with RTB House (or Criteo)?
One of the frequently asked questions is whether your own dynamic product remarketing on Google Ads will interfere with the remarketing campaigns run by RTB House or Criteo. In fact, most of the big ecomerce businesses have both - their own Google Ads campaigns and a RTB House (or Criteo) partnership. Thereby, they expand their reach and increase the chance of showing ads to their most valuable users.
Would you like to promote your products with dynamic banners directly from your own Google Ads account?
If you'd like to discuss how to start dynamic product remarketing on Google Ads and add another highly effective and fully automated marketing channel, create a free company profile here and message us at our contact details.
The EasyPlatform Team