Dynamic prospecting and dynamic remarketing

Dynamic prospecting brings user information and product information together to show your best product at the right time to the users who would be the most interested. Unlike dynamic remarketing, which is focused on getting the most value out of your existing customers, dynamic prospecting is used to acquire new users. This difference makes dynamic prospecting the preferable method if you’re a new advertiser or if you’re targeting an audience different from your own first-party data (including your remarketing lists). 

How it works

Dynamic prospecting uses machine learning to get an idea for what potential buyers are looking for. Once the system knows what the user is after, it combines that possible intent with demographics-based information such as age, gender, and household income to match the user with a product in your feed. The products in your feed are evaluated based on performance, relevance, and other factors to determine which ones are most likely to catch the user’s attention and lead to conversions.

Adding dynamic prospecting to a dynamic remarketing campaign

1. Sign into Google Ads and navigate to your campaign’s settings.
2. Click on Additional settings.
3. Click on the drop-down under “Dynamic ads.”
   • This drop-down will select “No data feed” by default
4. Click the checkbox next to “use a data feed for personalised ads”
5. Select the relevant Data Feed from the drop down menu
6. Click Save.

Note: To add targeting to a campaign, refer to the Dynamic remarketing for web setup guide.