BigCommerce Dynamic Remarketing

Product Adverts that follow your Visitors

Dynamic Remarketing combines several AdWords systems resulting in a powerful and mostly automated advertising campaign. Adverts target people who have previously shown interest in your products by placing ads for those products on the website they subsequently visit.

This means Dynamic Remarketing is one of the most complex AdWords campaigns to get going. It requires a Merchant Centre Shopping feed and Remarketing tags to be set up, plus page specific code to identify what a visitor has looked at.

This article goes through the steps I followed to successfully set up several BigCommerce websites with Dynamic Remarketing campaigns

Have an AdWords account

Obviously this process requires you to have an AdWords account. If you don't yet have one then go to AdWords and create one. If you have a new account and are from Australia then contact me for a $100 coupon.

Linking your Merchant Center To AdWords

Set up a Shopping Campaign

BigCommerce provides instructions for Selling on Google Shopping. Once you have completed those steps you will need to link the Merchant Account with your AdWords account:

In the Merchant Center go to Settings->AdWords (steps 1 & 2). Hopefully you should see your AdWords account listed and the option to Link Account (step 3). If that option is not available then find your AdWords customer id (top right in AdWords) and use the Link Another Account option.

You are now able to create Shopping Campaigns in AdWords. These are the product ads with photos that show up in the Google Search Results. A very powerful way to advertise.

Your Privacy Policy

Remarketing requires your website to gather information on your visitors. Because of this, before you can use Remarketing you need to make sure your Privacy Policy conforms to Google's Remarketing Privacy Policy Requirements .

Set up Google AdWords Dynamic Remarketing

In AdWords go to Shared Library->Audiences. Here you should see an option to set up dynamic remarketing. If you don't have that option it probably means remarketing has already been set up. You can skip to the next section.

When you click the button you should see some instructions for tagging the site. If not, you may not have the Merchant account linked correctly.

You will be asked if you want to use the Google Analytics tag instead of the AdWords remarketing tag. I suggest you stick with the AdWords tag which is the path these instructions follow.

Enter your email address and click Send and Continue.

AdWords will create some automated Remarketing lists for you. Continue clicking the buttons until you are back at the AdWords main page and can see the remarketing lists.

Getting the Dynamic Remarketing Tag

We now need to add the tags required to enable Remarketing, as well as pass the information required to enable Dynamic Remarketing.

Follow these steps to get hold of the sample code we need. The video to the right will help:

  1. Ensure you on the Shared Library->Audiences page
  2. Click on the View tag details button (top right)
  3. Click on the Setup option in the dialog
  4. Expand the instructions
  5. Copy the code so we can refer to it later

Adding the Remarketing Tag

The lower part of the code you just captured should be included like this, using your own ids. Note that I have added an extra script that makes sure all pages set the google_tag_params.

<script type="text/javascript">
if (window.google_tag_params == undefined) {
    var google_tag_params = {
        ecomm_pagetype: 'other',
        ecomm_prodid: '',
        ecomm_totalvalue: 0
    };
}
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/XXXXXXXXXX/?value=0&amp;guid=ON&amp;script=0"/>
</div>
</noscript>

This is where we get into editing the Bigcommerce templates. Go to the template editor in BigCommerce via Design->Edit HTML/CSS.

In this case we want to edit the Panels/Footer.html template file by adding the partial code to the end of the file. That enables AdWords based Remarketing so you can now create Remarketing Campaigns.

Next we need to add the extra parameter code to all the pages on the website so that the Dynamic remarketing can track what each page is about.

category.html

Add the following code just before the %%Panel.Footer%% line:

<script type="text/javascript">
var google_tag_params = {
ecomm_pagetype: 'category',
ecomm_prodid: '',
ecomm_totalvalue: 0
};
</script>

search.html

Add the following code just before the %%Panel.Footer%% line:

<script type="text/javascript">
var google_tag_params = {
ecomm_pagetype: 'searchresults',
ecomm_prodid: '',
ecomm_totalvalue: 0
};
</script>

default.html

Add the following code just before the %%Panel.Footer%% line:

<script type="text/javascript">
var google_tag_params = {
ecomm_pagetype: 'home',
ecomm_prodid: '',
ecomm_totalvalue: 0
};
</script>

Panel/ProductDetails.html

This one is different as it captures the products id and price. In this case we need to add it to the start of the file.

<script type="text/javascript">
var google_tag_params = {
ecomm_prodid: '%%GLOBAL_ProductId%%', 
ecomm_pagetype: 'product',
ecomm_totalvalue: %%GLOBAL_RawProductPrice%%
};
</script>

Snippets/CartItem.html

This bit of code needs adding to the start. It gathers all the carts product ids for later.

<script type="text/javascript">
    var cartproductids = cartproductids || [];
            cartproductids.push("%%GLOBAL_ItemId%%");
</script>

Thanks to James Corr of the tip on using GLOBAL_ItemId.

cart.html

Add the following code just before the %%Panel.Footer%% line. You will need to alter that code if you don't use a dot (.) as a decimal point. Replace the dot in [0-9. ] with whatever decimal point character you use.

<script type="text/javascript">
var cartproductids = cartproductids || [];
var google_tag_params = {
ecomm_pagetype: 'cart',
ecomm_prodid: cartproductids
,
ecomm_totalvalue: Number('%%GLOBAL_CartTotal%%'.replace(/[^0-9. ]/g,'').trim())
};
</script>

order.html

How to do this was kindly posted by Craig.

Swap the following snippets around so that they look like this:

%%GLOBAL_ConversionCode%%
%%Panel.Footer%%

Then, in the Conversion Tracking area of the BigCommerce Admin, add this to the bottom of the code in the box:

<script type="text/javascript">
var google_tag_params = {
ecomm_pagetype: 'purchase',
ecomm_totalvalue:  %%ORDER_AMOUNT%%
};
</script>
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Setting Up The Campaign

We are almost there!

  1. Create a New Campaign
  2. Select Display Network
  3. Then Remarketing
  4. Pick a budget
  5. Enable Dynamic remarketing should already be set and connected to your Merchant Center
  6. Save and Continue
  7. Pick a CPC value
  8. Pick the Remarketing list to use
  9. Design your adverts
  10. Save

And your done. Just wait with fingers crossed.

Please provide feedback if you have any issues or if it worked perfectly for you.