skill-101-dynamic-remarketing-setup

Skill 101: Dynamic Remarketing Setup

Purpose

Verify dynamic remarketing is properly configured with product feed integration. Dynamic ads showing previously-viewed products outperform generic display by 2-3x in CTR and conversion rate.

Data Requirements

Data Source: Standard + Custom GAQL

Standard Data:

• data/account/account_summary.md - Merchant Center linkage
• data/account/campaigns/*/campaign.md - Campaign types
• data/account/campaigns/*/audience_targeting.md - Audience configurations

Reference GAQL:

SELECT
  campaign.name,
  campaign.advertising_channel_type,
  campaign.shopping_setting.merchant_id
FROM campaign
WHERE campaign.advertising_channel_type IN ('DISPLAY', 'PERFORMANCE_MAX', 'SHOPPING')
  AND campaign.status = 'ENABLED'

Use /google-ads:get-custom to verify Merchant Center linkage.

Note: Full dynamic remarketing audit requires website tag verification via Google Tag Assistant.

Analysis Steps

1. Identify Dynamic Campaigns: Find Display/PMax/Shopping campaigns
2. Verify Merchant Center Linkage: Check for active linked account
3. Assess Feed Health: Review if product feed is connected (requires MC access)
4. Review Audience Lists: Verify product viewer and cart abandoner audiences exist

Thresholds

Condition	Severity
No Merchant Center linked (e-commerce)	Critical
Display campaigns without dynamic feed	Warning
No product viewer audiences	Warning
No cart abandoner with product data	Warning

Output

Short (default):

## Dynamic Remarketing Setup Audit
**Account:** [name] | **Merchant Center:** [Linked/Not Linked] | **Dynamic Campaigns:** [count]

### Critical
- **No Merchant Center linked** - Cannot run dynamic remarketing

### Warnings
- **Display campaign without dynamic feed** - Enable product data
- **No product-specific audiences** - Create product viewer lists

### Recommendations
1. Link Merchant Center account
2. Enable dynamic remarketing on Display campaigns
3. Create product viewer and cart abandoner audiences

Detailed adds:

• Campaign-level dynamic status table
• Feed requirements checklist
• Custom parameter implementation guide
• Audience structure for dynamic remarketing