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Dynamic Remarketing Without Data Layers!
Posted On October 12, 2019
Needed Dynamic Remarketing On Website
3rd Party Web Development Agency
In this specific case I needed to implement dynamic remarketing to product description page visitors. This is because I was running multiple Google Shopping campaigns that used these as the landing page. I wanted to target users who didn’t convert to see the exact products they viewed as they browsed sites and apps in the Google Display Network. The problem was that the web development agency would charge too much money for the current budget.
Created Dynamic Remarketing – Google Ads Tag
Triggers On Each Product Description Page
Troubleshoot via Google Analytics, Google Ads & Google Merchant Center
Determine DOM Elements To Track
When setting up dynamic remarketing it is crucial to have the proper variables to be grabbed from the DOM such as product id, page type & price. This is so that the data can be pushed to Merchant Center. Once Merchant Center grabs this information it can choose the correct item id and attributes to shown in your dynamic advertisements.
Why These Elements?
Google Tag Manager
The function that I created is quite simple. It takes the inner most level of the css selector string data. Next, it takes the data and cleans it to have the pure string integer.
This replaces a data layer variable which would have the information nice and neatly pushed through the layer. Another function that I needed was to keep all of the products visited during the user’s session. This was primarly to make sure that the configuration was not off when setting up the Google Remarketing tag.
When basing your tracking off of fragile DOM elements instead of data layers, any small change in the web page can break your tracking. So I have to consistently check to make sure there are no major html changes to the website or it could affect the campaign.
Triggers & Tags Oh My!
Putting It All Together
Now that I had the variable and trigger set up I created the tag that holds it all! First, I choose the Google Ads Remarketing (pre-built into GTM) and filled out the empty fields. Make event name something you can easily remember such as dynamic-product-remarket. For event value choose the variable name that I created to grab the product price on description pages. For event items I used the function that holds all product ids in the session.
In this section of the tag configuration I needed to utilize the custom parameters that I created in Google Analytics in the admin settings. These are predefined custom dimensions in Google Ads documentation that you can utilize to capture product ids, page types and total value of each page. The keys with be product id & google_business_vertical in my case was retail.
Trouble Shooting Configuration
Now that I had gone through this process I had to trouble shoot to make sure that all the analytics tracking was grabbing the correct audience. This took a few days to properly configure because of the lag between Google Products(Ads, Analytics, Tag Manager). Also, the actual lag between getting real traffic to the website. The audience that I wanted to appear was the prebuilt Product Viewers(Retail)(Google Ads). This audience naturally grew the more I advertised.