Ever been innocuously browsing the web for your next pair of shoes, before leaving the retail site to browse your social media, only to find the shoes have followed you in an advertisement – reminding you you’ve forgotten them? That’s dynamic remarketing.
Dynamic remarketing takes standard remarketing a step further by showing your prospects tailored advertisements containing specific products and services they have viewed. It aims to keep your brand relevant by bringing them back to your website to complete their purchase, as people who have already shown an interest in your product or service have a far higher chance of converting.
Setting Up Dynamic Remarketing Campaigns
Dynamic remarketing can be applied to Google’s search and display networks. But as dynamic remarketing is more associated with display we’ll concentrate on that.
First you’ll need a piece of Google remarketing code (also called a ‘tag’) inserted into your website coding. Google has a pretty good guide on how to do just that. The tag works using cookies to remember something about the user at a later date. After a prospect browses your website, you will be able to show them targeted ads based on their behaviour and certain actions they have performed on your website.
What To Do With The Data
Now, with data being collected about your prospects’ browsing behaviour, you can log in to your Google AdWords account and begin creating specific remarketing lists, based on the actions available to you. These remarketing lists will then have enough data for you to be able to create your dynamic display remarketing ads.
You can also create your audiences using Google Analytics; advantageous for having the ability to separate bids on each ad group within each remarketing list. At Genie for example, we recently established a dynamic remarketing campaign targeting abandoned baskets, site visitors, past purchasers and product viewers. Even this general set of criteria vs standard remarketing for the same client yielded a COS drop of a third at an ROI of 2494%