[Dynamic remarketing](https://support.google.com/google-ads/answer/3124536) ads are display ads customized
for each impression, showing content related to a user's previous visits to a
website.

Dynamic remarketing provides several benefits:

- **Scalability:** Create ads that scale with your products or services when paired with your feeds.
- **Simple yet powerful assets:** Once you create the feeds, the Google Ads product recommendation engine pulls products and services, determining the best mix of products for each ad based on popularity and what the visitor viewed on your site.
- **High-performance layouts:** Google Ads predicts which dynamic ad layout is likely to perform best for the person, placement, and platform where the ads serve.
- **Real-time bid optimization:** With Smart Bidding, Google Ads calculates the optimal bid for each impression.

## Campaign types

The Google Ads API supports two types of dynamic remarketing campaigns: retail and
non-retail. Dynamic remarketing for retail requires a product feed provided by
Google Merchant Center, whereas non-retail dynamic remarketing is configured
using [assets and asset sets](https://developers.google.com/google-ads/api/docs/dynamic-remarketing/asset-based).

| Business type | Technologies required | Feed configuration |
|---|---|---|
| Retail | Merchant Center, Google Ads | [`ShoppingSetting`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.ShoppingSetting) |
| Non-retail | Google Ads | [`AssetSet`](https://developers.google.com/google-ads/api/reference/rpc/v26/AssetSet), [`Asset`](https://developers.google.com/google-ads/api/reference/rpc/v26/Asset) |

## Next steps

- [Dynamic remarketing prerequisites](https://developers.google.com/google-ads/api/docs/dynamic-remarketing/prerequisites)
- [Retail dynamic remarketing with Google Merchant Center](https://developers.google.com/google-ads/api/docs/dynamic-remarketing/merchant-center-example)
- [Non-retail dynamic remarketing with assets](https://developers.google.com/google-ads/api/docs/dynamic-remarketing/asset-based)