Remarketing lists are that audience which you use for your remarketing campaigns. Google has recently announced that it has renamed ‘remarketing lists’ to ‘your data’. It is in line with Google’s efforts to push First-party data among the advertisers. Your Data is your first-party data that you collect and own to use it for your remarketing campaigns. Your Data (formerly known as Remarketing Lists) helps you with Remarketing List Search Ads (RLSA) and Remarketing Display Ads.

Google remarketing in general refers to the standard remarketing wherein you retarget all the website / app visitors with your ads. Whereas dynamic remarketing is the advanced level of remarketing wherein you retarget people with ads relevant to the products/pages/services they have viewed on your website/app.

The two types of remarketing in Google Ads are Standard Remarketing and Dynamic Remarketing. However, moving a step further, you can unleash another type of remarketing within the dynamic remarketing, which we termed as smart dynamic remarketing. In smart dynamic remarketing, you retarget the users based on their micro-behavior and behavioral patterns including purchase patterns. Brands & businesses in the third-stage of digital marketing maturity model can harness this with the help of a Customer Data Platform.

By default Google offers five types of dynamic remarketing. They are 1. View_search_results (people who search / view the search results on your website), 2. View_item_list (people who viewed a category page on your website), 3. View_item (people who viewed a particular product on your website), 4. Add_to_cart (people who added product(s) to their cart), and 5. Purchase (people who purchased). When choosing Google Ads remarketing you have only these five types of remarketing options. However, if you want, you can track several other events and have dynamic remarketing campaigns setup for those behaviors as well and that can be termed as Smart Dynamic Remarketing. .

If you have setup Google Ads Remarketing tag or the Google Ads tag, to collect your data and build your remarketing list or your data, it is called Google Ads remarketing. Google Analytics remarketing is when you use Google Analytics data to build remarketing lists or your data to run remarketing ad campaigns. The difference is in - where & how you build your audience data. If you use Google Ads tag, it is Google Ads remarketing and if you use Google analytics tag, it is Google Analytics remarketing.

In general, remarketing refers to targeting known users who have shared their known data such as email address, phone number etc., and retargeting refers to targeting people whose known information such as email address and phone number aren't available with you. However, in terms of Google Ads, both remarketing and retargeting can be used interchangeably and are one and the same.

Have one standard remarketing campaign run with low budget and have two other campaigns - one with dynamic and the other with smart dynamic remarketing. Give them some time and analyze which type of remarketing campaign is working for you. Do not straight away jump to the conclusion that only one type of remarketing works for your business. Also, it is important to know the audience size of the segment you are retargeting. Understand the purpose of your remarketing ad campaign, check the audience size you have, and know the worth of retargeting that particular segment of audience. If you find that particular segment of audience is growing over time, you can happily move ahead and retarget that segment. You try to find your audience across the 6 channels of Google Ads - Display Network, Search Network, Gmail, YouTube, Discover and Maps.

For running Google Ads on Search, you need a minimum of 1000 audience and to run on display network, you need a minimum of 100 audience.

As a recommended practice it is better to choose a frequency capping of 2 ads per day. If you choose 2 ads per day as the frequency cap, the maximum number of times your ads are shown to the user will be 20 from a single ad group. This is the best way to control your CTR (Click-through-rate).