14 Aug 2013

Adwords Dynamic Remarketing: What You Should Know

August 14, 2013PPC Advertising

Running remarketing campaigns is one of the best ways to entice potential customers to return to your site. Whether it was someone who abandoned an online cart full of items, or a person who simply clicked through to peruse a specific item and then left your site, all hope in a sale is not lost! There are different tactics you can use to engage these people again. When you take a dynamic approach to remarketing, you can reach customers on a more relevant level by presenting them with attractive, colorful ads of products that speak directly to their needs. Users who have implemented Dynamic Remarketing campaigns have seen up to a 450% increase in click-through rates. By carefully customizing your campaigns, you may see huge returns in clicks, traffic and sales.

Dynamic Remarketing works because it allows you to tailor your campaigns to match the needs of the individual customer. You can easily create eye-catching ads that speak directly to the customer by referencing past purchases, or suggesting new products based on things they’ve viewed on your site in the past. It not only reminds them of their experience on your site, but it also influences them to return by showing them items in which they have already shown interest.

If your account is connected to Google Merchant Center, you’re at an advantage. Since you already have your products loaded in the database, you can quickly design ads using the images and text that you think will resonate with the customers you want to target again. For example, if you are a retailer that sells camping equipment, you may design an ad with an image of a tent (including the price point) that a customer has already viewed. You may also choose to include images of related products like sleeping bags, canopies and more. This speaks to a need that they have already expressed when initially searching your site for camping gear. There are several predesigned layouts and templates available, making designs a snap. These relevant ads have been proven to increase conversions when the campaign is implemented thoughtfully.

Thankfully, the setup in itself is simple. You may want to start by creating basic remarketing lists to start. This way, you’ll have a sense of how to effectively deliver your remarketing campaigns. When you are ready to move forward with the Dynamic options, you will be guided through a step by step process. You will use the “remarketing tag” to dial in on specific audience segments and targeting needs. When you put these tags on the pages of your site, you can collect information about the users who visit. You can then use their details as a starting point for building new ads and reaching out to them for return business. If you ever have a question as to whether your tags are operating correctly, you can use Tag Validation Tools to organize and troubleshoot.

If you’re having trouble narrowing down the kinds of products to present to a segment of potential customers, Google has a solution for that too. Google integrates data from your customers’ behavior as well as information about which products have performed best on your site. Using this information, Google compiles a list of items worth displaying in your Dynamic Remarketing ads. Products that have performed well in the past and also match up with a customer’s known interests are likely to attract more clicks than products displayed at random.

For example, if you are a company that sells household appliances and you want to deliver an ad to someone who recently bought a food processor, it would be worthwhile to show an ad for an accessory that makes the processor double as a pasta maker. You are speaking to a need, and supplementing a product that you know they already own. You may also want to show them items purchased by other customers who also own the same food processor. You are looking to customer behavior to increase your sales. By customizing your ads, you speak directly to your audience.

Dynamic remarketing techniques can be utilized for display and text ads. With text ads, all you have to do is upload your logo, and the product engines will do the rest of the work for you. As for display ads, you’ll be able to quickly select the images that you want to include by perusing your entries in your Google Merchant Center catalog and plugging them into one of the many attractive easy to design templates. Taking a little extra time to connect to your customer’s needs can go a long way. If you have additional questions about Dynamic Remarketing, be sure to visit the AdWords Help Center for the set-up guide: https://support.google.com/adwords/answer/3122586?rd=1.

1 Comment

  • Sean Maki Sep 18, 2013

    What are your thoughts on using Adroll for dynamic remarketing as opposed to Google Adwords dynamic remarketing?