Marketing has one main objective—to drive sales. And often, this involves creating advertisements to pique the interest of potential customers and encourage them to make a purchase.
But, here’s the problem—on a monthly basis, you have a seemingly endless supply of products and/or services that need to be promoted. But what do you do once everyone has seen your ads?
Enter dynamic remarketing.
What You’ll Learn:
- What is Google dynamic remarketing
- The benefits of implementing it
- How to create dynamic remarketing campaigns
- How to setup Google Adwords dynamic remarketing
- How to remarket using apps
While placing ads in front of prospects has traditionally been one of the easiest ways to market your business, plenty has changed over the years. The good news is that companies no longer need to run an ad and simply hope for the best. Through remarketing, you can target customers who have already come across your site page.
How remarketing works
As a marketer, you should never underestimate the power of remarketing to improve your paid media efforts. But how can you scale this successfully without having to deal with an onslaught of intelligible data?
Through this unique technology from Google, you can automate different areas of your remarketing process, leading lost site visitors back to your website. Before we go into more detail, let’s cover the basics.
What is Google Dynamic Remarketing?
Conventional remarketing is a system of advertising to users who have previously interacted with your website content. These people are then added to a “remarketing audience” list, which essentially is a directory of mobile-advertising IDs that represents a group of users you’re looking to re-engage due to their likelihood of converting.
Dynamic remarketing follows a similar pattern. Instead of the manual setup, however, Google Ads creates specifically targeted ads based on which product or service pages the person visited.
(source)
Google uses numerous tools to ensure that advertisers benefit from its dynamic remarketing campaigns, including:
- Syncing your product data alongside different dynamic remarketing audience lists, certifying that all ads are always up-to-date.
- Using predictive technology, Google Ads will select the best layout based on who the ad is being marketed towards, where the ad is being placed, and which device the ad is being delivered through.
- Google will automatically optimize your bids based on the performance of critical metrics like PC and conversions.
- Creating a product feed that can easily connect your website or store with Google Ads via a .CSV, .XLS or other spreadsheet formats.
As you can probably guess, dynamic remarketing works best for ecommerce websites, particularly those with a large number of products. However, businesses of all types can benefit from this powerful tool. Here’s how to get started.
Benefits of Dynamic Remarketing
Dynamic remarketing offers several benefits to your business. For one, it increases your chances of turning a casual visitor into a loyal paying customer.
If employed correctly, it can significantly improve conversion rates. In fact, website visitors who are retargeted are 43 percent more likely to convert.
(source)
Dynamic remarketing is also extremely cost-effective, so both smaller and larger businesses can achieve success with this strategy. Since you don’t have to compete for keyword placement in Google’s search engine, you can potentially see a lower cost per impression.
Additionally, you have the opportunity to get very specific with how you target your ads to potential customers. For example, you can send one ad to a user who abandoned their shopping cart and a different ad to someone who spent a long time on a specific page.
Plus, contrary to popular belief, 25 percent of online viewers don’t mind being served retargeted ads.
As this method of advertising continues to develop, more consumers will become more accustomed to personalized marketing.
How to Create a Dynamic Remarketing Campaign
Ready to build a dynamic remarketing campaign? Follow these steps:
- Login to your AdWords account.
- Go to the page menu and click Campaigns.
- Click the plus icon, and then choose New Campaign.
- Select Display Network.
- Select Sales.
- Select Standard Display Campaign, and then press Continue.
- Choose a campaign name, a bid strategy, and a budget.
- Select Remarketing and pick a remarketing list from the Audiences section.
Note: If you haven’t set up a remarketing list yet, you can choose the AdWords optimized list which includes users from various web and app audience sources. Not only is it easy to set up, but this option has been proven to perform better than manual segmentation since it allows auto bidding to optimize the data it already has on its users.
Here’s how to set it up:
- Select an Audience.
- Click on the Custom combinations drop-down menu, and then select AdWords Optimized List.
- Press Done.
- Select Use a data feed for personalized ads.
- Select the business type that most accurately represents what you’re selling. If your business type is retail, click Retail and link your Google Merchant Center account. Select Other (custom option) if you don’t see your business type listed.
- Click the plus button and then click NEW AD.
- Create your ad.
- Select CREATE CAMPAIGN.
There you have it!
Setting up Your Google AdWords for Dynamic Remarketing
Now that you have a solid grasp of the AdWords dynamic remarketing setup, how do you go about creating effective and engaging ads that grab the attention of your viewers and boost sales?
You can refer to this checklist when kicking off the process of creating high-performing dynamic remarketing ads.
High-Quality Images Should be Front and Center
As with most other marketing practices, images are an integral part of building an effective brand. Visitors see remarketing ads because they’ve already encountered your products or similar products in the past. So, it’s safe to assume that they know what it looks like and has likely assessed it already.
Therefore, a fool-proof way to capture their interest is by making product imagery the central focus of your ads. Familiarity can help re-introduce potential customers into your customer journey.
Use Product-Focused Headlines
Scalability is perhaps the biggest benefit of dynamic remarketing ads. While crafting benefit-driven copy can be challenging, you do have a handful of attributes to work with.
For starters, try to avoid only using the product name as your headline. Instead, add a discount or promotion and have the new pricing be featured as part of the messaging.
You can also add new attributes via a custom product feed. While this requires a little more effort, you can start off with the highest performing products and then craft a value proposition attribute for each, containing the copy you wish to include in your dynamic remarketing ads.
Employ Upselling, Cross-Selling, and Down-selling Strategies to Boost Revenue
Gaining a deeper understanding of your customer’s buying habits is key to serving ads that help facilitate the decision-making process. Depending on what you’re selling, upselling, cross-selling, and down-selling can go a long way.
Here are a few examples:
- Selling a complex account management software? Offer a free eBook or newsletter.
- Selling an expensive skincare line? Propose a payment plan.
- Selling an item that comes with accessories? Suggest buying the products together as part of a bundle at a discounted price.
How to Remarket Your Customers through Apps
Originally, dynamic remarketing was primarily aimed towards web visitors. But in November 2017, Google officially announced that its dynamic remarketing tool would be expanded to help marketers engage existing app users with relevant ads about products that they’ve already seen in your app.
With app dynamic marketing, you can retarget based on your mobile app the same way you did for your site, as well as segment your remarketing audiences around when they used your app last. And of course, you can choose to display your ads solely on other mobile apps in the Google Display Network, or also across websites.
For example, imagine that Jenna is a satisfied Amazon customer who is in the market for new headphones. She regularly browses different styles on the Amazon Android app, and ultimately finds a highly rated pair of headphones and decides to buy them.
With Google’s app dynamic marketing solution, Amazon can reach Jenna with a targeted ad for the headphones she liked and make other recommendations while she looks through the hundreds of sites and apps on the Google Display Network. Jenna can immediately click on the ad and act with the same product while using the Amazon app.
The dynamic nature of these ads makes them ideal for businesses with more robust product catalogs. These catalogs are organized into a feed, and when ads are displayed to users who visited your app, certain details about the products they looked at are pulled from this feed and into the ads.
Time to Win Your Customers Back
Nearly 70 percent of shoppers will add products to their cart and end up abandoning your site without ever completing the purchase.
Instead of viewing this as a lost opportunity to convert a website visitor, ecommerce retailers can employ dynamic remarketing tactics. After all, people are 70 percent more likely to convert when they are retargeted.
Ultimately, dynamic remarketing is a surefire way to bring back those buyers who never made it all the way through the buyer’s journey. By keeping your products and your brand in front of motivated users, you increase your chances of attracting and retaining loyal customers. Not to mention, you’ll set you apart from your competitors’ dull, stagnant remarketing ads!
