This week I starting working with a new Google Ads client and I discovered a big issue with the client’s dynamic remarketing campaign. The previous ad agency had been using a wordpress plugin to pass dynamic remarketing data to Google Ads and the plugin had either stopped working or was removed from the website, because the dynamic remarketing campaign hadn’t been working for over a year.
What this means is that visitors to the website were no longer receiving display campaigns showing the products they had previously looked at – instead they were receiving random images from the website. Oops!
For a dynamic remarketing campaign to work, you need to share with Google Ads exactly which products were being looked at. Ideally you’d want to pass the data through to Google Analytics so that you have the ability to check the data is coming through as expected.
For a retail implementation we need to set up the following three pieces of data:
- ecommerce product ID (ecomm_prodid)
- ecommerce page type (ecomm_pagetype)
- ecommerce total value (ecomm_totalvalue)
In this video I’ve shown you how to set this all up through Google Tag Manager and Google Analytics using a plugin for Woocommerce called Google Tag Manager for WordPress.
Having your dynamic remarketing set up correctly will make a big difference to your conversion rate and so I strongly recommend you to look into this for your own business and fixing it if you don’t have it working correctly. Like I said in the video, it is a bit technical to setup, so if this isn’t your cup of tea then please reach out and see if there is any way that I can help you.