What are the two types of remarketing on Google Display ads?
The two types are standard remarketing, which shows ads to people who visited your site or used your app, and dynamic remarketing, which shows them the specific products or services they viewed.
Standard remarketing
Google now calls remarketing your data segments. Standard remarketing shows your ads to past website visitors as they browse sites and apps on the Display Network. Your data segments also cover app users, YouTube users, Customer Match lists and people who submitted lead forms.
Dynamic remarketing
- Ads include the products or services each person viewed on your website or app.
- You need a feed with each item’s unique ID, price and image. Retailers use Google Merchant Centre; others upload a feed in Google Ads.
- For websites, add the dynamic remarketing tag with custom parameters to every page.
- For apps, in-app conversion tracking must be on, with event data sent through an SDK.
- Dynamic remarketing only works with Display, Performance Max and App campaigns.
In practice
Use standard remarketing when you have a few offers, and dynamic remarketing when you have a large catalogue, such as a shopping, travel or marketplace app. For games, an app users segment built on in-app events, such as players who installed but never purchased, is usually the more useful list.
See how we run Google remarketing for apps on our Google Ads agency page.
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