Dynamic Remarketing – What, Why and How

02 Mar 2020 | vividreal

Are you running an eCommerce store, fretting over the low conversion rates and thinking hard about how you can boost your sales?

Are your Google Search and Display ads not bringing in much ROI?

That’s exactly why you need to try out the recently introduced Google Dynamic Remarketing Ads.

This is a comprehensive guide on what dynamic remarketing really is, why it is a boon for your eCommerce store and how you can set it up.

Read on.

Dynamic Remarketing – What is it exactly?

You must be familiar with the term remarketing or retargeting by now. It is about showing ads to users who have previously visited your website. 

Earlier, we just had the option to show Display Ads to our website visitors. We could either show the same ads to all visitors or segment audiences based on the products they viewed/interacted with and show specific ads to each segment. Designing ads for each product was a tedious process that made remarketing for stores with a very large number of products cumbersome.

Here comes the importance of Dynamic Remarketing. 

Dynamic Remarketing is a more advanced version of traditional remarketing. Using the former, you can show ads to your website visitors that contain products and services they have viewed on your website! 

By showing website visitors ads that seem tailored for them, you can get them back to your site to complete the purchase they had started. Sounds good, doesn’t it?

Google dynamically displays ads that include the product images, price and text to your website visitors, based on their behaviour on the website.

Why you need to leverage Dynamic Remarketing

Remarketing, as we know, is a popular technique among eCommerce companies, because of the high return of investment they offer. This method fundamentally involves the marketing of products and services to people who have already shown by visiting the website, viewing products, adding items to the cart, going up to the checkout page, or even purchasing something from there.

Using Dynamic remarketing, you can take this a tad further by displaying products and services to people have already shown interest in them. 

For example, if you run an eCommerce store that sells beard care products and someone viewed the product page for beard oil on your website, you can display beard oil ads to that person, tempting him to make the purchase.  

Dynamic remarketing also enables you to upsell products to people who have already purchased from your website. 

How to create Dynamic Remarketing Ads

You can run Dynamic remarketing ads on platforms like Google and Facebook, based on your preference.

Let’s just focus on Google Ads for now.

Elements of Google Dynamic remarketing

Google couples their reliable automation capabilities along with the existing dynamic remarketing model to provide a highly effective solution.

Now, here are some cool stuff about Google dynamic remarketing 

  1. Easy to create product feeds:  You just have to create a basic product feed in a .csv, .xls, .xlsx or .tsv format. Based on popularity and the visitor views on the website, Google will automatically choose products from this feed, finding the best combination of products for each ad.
  2. Scaling ads: You can choose to advertise all the products in your inventory or just select the ones you’d want to, and Google would scale your ads accordingly.
  3. Performing ad layout: Using their machine learning techniques, Google Ads can dynamically predict and display an ad layout that is likely to perform the best at a given instance.  
  4. Dynamic bid optimisation:  Using their automated techniques, Google calculates the optimal bid needed for each impression, and charges accordingly. 

Steps to set up Google Dynamic Remarketing 

  • Create a product feed

To get started, you need to create a product feed, which is a collection of your products. The feed file should contain rows with product names and columns with the attributes of each product.

For detailed steps to create and upload your product feed, click here.

  • Add a remarketing tag

Now, you will have to add a remarketing tag and an optional event tag in order to track website visitors and add them to the remarketing list.

To set up your remarketing tag, follow the instructions here

  • Ad Campaign creation

Once the tracking is in place, head directly over to Google Ads and start creating your shopping campaign.

For detailed instructions, read on

Make the most out of Dynamic remarketing

Dynamic remarketing is currently one of the best ways eCommerce businesses can leverage to target their already existing audience base. Now, what if they could take this a step further? That’s exactly what Google Ads enables us to do, through their ‘Dynamic Prospecting’ feature. While setting up the regular dynamic remarketing campaign in Google Ads, you will be shown an option to select dynamic prospecting. Using this feature, you will be able to display all your high performing products to new users who are very likely to convert!  While dynamic remarketing is about making the most out of your existing audience, dynamic prospecting is about reaching new users. This is something that you really need to try out for boosting your eCommerce sales.

In case you’re looking for an experienced professional marketing team to help you out with this, head on to Vividreal Solutions and book your consultation right away!

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