If you’ve been feeling like somebody is stalking you lately, while surfing the internet, we are here to tell you that you have been the victim of first-degree dynamic remarketing murder. The scene of the crime looks like this. You’re google-ing a flight for your summer vacation, to give you an idea of how much it will cost you to fly to America.
You are not necessarily interested in buying it right away, but more on getting an idea of how much it will cost you. However, as soon as that session comes to an end, most of your other open tabs are invaded by banners about…you guessed…flights with an American destination.
Feeling like you walked through a forest and there’s a burr stuck onto your pants? Or like you accidentally stepped on a chewing gum and can’t get it off? You’ve been aimed by dynamic remarketing.
Most marketers know the importance of remarketing.
The main reason behind this is the fact that most potential customers don’t purchase at first. It’s like going to the mall, looking around, trying things and then go home and think about it. Or like buying a car.
You first start by doing a little research, then study the offers and technological features of the cars you are tempted by. All this is usually followed by the -asking around- stage, in which you invite your friends to tell you their opinion and experiences with the brand. It’s a long process. Why? Because all these pointed out above, are not impulsive purchases.
They are purchases in which you are getting involved emotionally. This usually happens for products that you are going to use or have for a long time. It can be anything from your bedroom curtains to a car, clothes, shoes, beauty products and so on.
On the other hand, there are the ones that don’t necessarily last that long but could have a great impact on the customer’s life, like trips, weight loss products and so on.
These are the most common products that you’ll see adopting this kind of approach, dynamic remarketing. What does that mean?
As most of you know, remarketing is important because not all potential customers that come to your website, purchase right away. You need to continue to influence them not only through Google search or via your website, but also across Google’s display network, as people spend 95% of their time away from Google.
What do dynamic remarketing ads mean?
Remarketing allows you to run multiple ads at a time, tailored to the needs of your different target audiences.
Not taking advantage of this customizable tool to aim for your potential customers is actually happening a lot. Most companies/people don’t put a lot of effort into the remarketing set-up, by targeting all of their website visitors with a general message and approach.
Dynamic remarketing campaigns should help you take this process a step further. How? By allowing you to show previous website visitors messages and ads fully tailored to what they are interested in. Whenever a customer will abandon a cart or your website, without completing the process they were about to. The essentials of a basic remarketing campaign are the feed, business type, website tags and dynamic display ads.
HOW DOES IT WORK
Whenever somebody browses a specific product, service or any other relevant content on your website via the Google Display Network, they can be the subject of a potential dynamic remarketing campaign. And even if the process went all the way, meaning that the customer purchased from you, they can still be the subject of this dynamic retargeting.
For instance, if I buy a coat from a website, there might be a big chance that my browser will show me ads that contain related products, such as scarves, hats, gloves, pants, boots and so on. Also, you might be approached by ads that rely on awakening old feelings, like a product you were interested in a while ago and they are now offering a discount or a greater deal, like two for one. Or simply just reminding you why you loved it in the first place.
WHY USE DYNAMIC REMARKETING
Combo: the AdWords engine will automatically create the perfect combination of product and content-based on previous customer history, demographics and popularity.
Scale: you can pair your products with the dynamic ads that fit the stock
Graphics: use layouts that are most likely to convince your potential customer, thus leading to a higher performance.
DYNAMIC REMARKETING INVENTORY
Before launching a dynamic remarketing campaign, you should get started on a Google dynamic remarketing feed. This feed should include all your products and services together with other details such as image, price, product code and more. This is the data that will appear in your dynamic ads. This feed should be uploaded to your Business data section of the shared library.
The next thing you should do is to tag your website visitors with specific IDs so that your engine will automatically show you the exact products that they viewed, no matter the page that they visited.
You will further create possible dynamic ads templates in your ad gallery, in various size and formats, so that the customer will get a customized visual version of what they are interested in.
Dynamic retargeting campaigns are making be a step closer to your customer’s mind, and we believe that’s the future of marketing. If you want to find out more about dynamic retargeting, learn more about how dynamic display ads, from one of our previous articles. So what are you waiting for? Let’s get started.