Tracking Revenue Using Dynamic Values
A dynamic value is one that could be different each time the same conversion happens. If you own an online store with a shopping cart, for example, one purchase conversion might be worth $25, while another is worth $500. You might want to use dynamic conversion values for your business if each of your sales have a different conversion value and you'd like to track and optimize your campaigns' return on investment.
Setting up a dynamic value requires the support of a web developer, someone who can integrate dynamic values with the
google_conversion_value variable within the conversion tracking tag.
What Is Google Shopping?
Shopping campaigns put your product images, price, and business name right in front of people searching on Google, no matter what device they’re using. You only pay when people click through to visit your website or view your local inventory. These ads are for retail/e-commerce only and require the client to have a product feed and Google Merchant Center account. Learn more with Google.
What is Dynamic Remarketing?
Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site. These ads are most specifically for e-commerce clients, however there are a now a few service based industries that are eligible to participate. The client must be able to produce a properly formatted product or service feed. Learn more with Google.
Requirements for Google Shopping and/or Dynamic Remarketing
The client is responsible for the following:
- Ability to generate a product feed formatted for Google AdWords – Product Feed Specification
- Opening a Google Merchant Center account – About Google Merchant Center, Open your Merchant Account
- Linking their Google Merchant Center account to their Google AdWords account – How to Link
- Uploading their data feed into their Google Merchant Center account
- Following data feed best practices to make sure their data feed is optimized – These guys are the best in the business, please read the sections “Optimize Product Titles…” and “Optimize Product Descriptions…”. We take care of the bids and anything that occurs within AdWords.
Shopping campaigns and Dynamic Remarketing require the advertiser to have a product or service feed, as mentioned above. Additionally, retail clients must have a Google Merchant Center account. Due to the complexity, IPPC does not assist in the creation or management data feeds (and unless you have the experience with such, we recommend you do not commit to assisting in those areas either). Depending on the client's cart, the process and complexity of generating a feed formatted properly will vary. Google will then show their ads based on the content in their data feed. Based on the search and the content of the feed, Google will determines which product to show. IPPC manage the AdWords component of Google Shopping (which includes bid adjustments, negative keywords, excluding products based on performance, ad scheduling, etc.) but the feed is responsible for the relevancy of products to search queries. The feed also determines the landing page for each product ad.