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Remarketing is everywhere you look.
Think about it:
Have you ever casually browsed for an Amazon or eBay item only to find ads for similar products popping up at the top of your Google search or through promotional emails a few hours later?
If so, then you’ve experienced dynamic remarketing.
By using dynamic remarketing in Google Ads, you can automate specific areas of your remarketing strategy, directing users back to your products.
But wait…
Remarketing and retargeting have overlapping meanings.
Typically, retargeting refers to display ads or online ad placements, targeting users who have interacted with specific products on your site. The retargeting ads will then show similar products to that user.
Remarketing, on the other hand, is used for resending or sending emails to existing customers who have shown interest in services or products. It can also be used as ad placements for the same visitors who have recently checked out your site.
Since both types share the same goals, Google will often use “remarketing” within the same context of retargeting your audience.
Now, let’s look at the difference between dynamic and standard remarketing.
As we’ve learned, standard remarketing helps us connect with people who have visited your site. Previous visitors are shown your ads while searching online (through Google Display Network) or Google (through Google Search Network).
Dynamic remarketing allows you to show your ads to previous visitors, as well. Specifically, the ads will display products the visitors had viewed while browsing your site. This type of remarketing is only available for Display Network.
Google automatically creates ads for you. These Dynamic ads include images, price, and text of your choice, based on your visitors’ behavior.
Here are some reasons why dynamic remarketing is becoming popular among marketers:
Dynamic remarketing ads can precisely target a specific group of products or single products a visitor has searched for in the past. This type of remarketing can create an increased revenue of 30-40% during seasonal occasions, makes it extremely valuable and desired among marketers.
Two types of dynamic remarketing campaigns are supported through Google Ads:
It should also be noted that dynamic remarketing isn’t limited to just retailers. It provides valuable services to other sectors, such as:
To start, you’ll need to set up a customized Remarketing Tag. This is also known as a smart pixel. By setting yourself up with this, you’ll be able to bring up product identification numbers on your site through your merchant feed, which will be passed onto Google.
Google then matches these product IDs to your Google Merchant Center feed for information to help power your dynamic advertisements.
Similar to any other type of remarketing campaign, you’ll need to set up and organize audiences to target through Google Ads as well.
Before you start dynamic remarketing in Google Ads, make sure you do the following:
Create a feed that holds all your services or products, as well as any details you have about each item. These details are important as they’re used for your dynamic display ads. If you’re a retailer, upload your feed through the Google Merchant Center. If you’re not, you can do this by heading to Shared Library, then uploading your feed to Business data.
Make sure you add the dynamic remarketing tag with custom parameters for all of your site’s pages. This tag adds your visitors to remarketing lists, then tags them with unique IDs that pairs them with the items they viewed. You can find this tag option in the Audiences section of your Shared Library.
These ads use different sized and formatted layouts for modern platforms such as HTML5 for mobile devices. You can create these ads in the Ad Gallery.
1. Link your Google Ads account to your Google Merchant Account.
2. Sign in to your Google Ads account.
3. Select “Campaign” from the page menu.
4. Select the plus icon “+,” then click on “New Campaign.”
5. Choose the goal you want
6. Select “Display Network.”
7. Select “Standard” for the display campaign, then select “Continue.”
8. Come up with a campaign name, budget, and bid strategy.
9. Select “Remarketing” which can be found In the “Audiences” section, then choose your remarketing list.
Note: If you don’t have any remarketing lists pre-set, Google recommends choosing the Google Ads optimized list, as this list brings in users from all web audience and app sources. This can be used as a quick set up that may perform better than manual segmentation as it allows fully optimized data for auto-bidding.
You can set this up by following these steps:
10. Select an audience.
11. Choose the “Custom Combinations” dropdown button and click on the Google Ads Optimized List.
12. Choose “Done.”
13. Select the option “Use Data Feed For Personalized Ads.”
14. Select the Business type that most accurately represents your services or products.
15. Create your advertisement.
16. Select “Create Campaign.”
Note: Once your campaign is finished, you will be asked to upload your feed.
Now that you know how to set up dynamic remarketing in Google Ads, it’s time to freshen up on some best practices to help you master this type of marketing.
Your dynamic remarketing ads will undoubtedly outperform your standard remarketing lists by double. Keeping this in mind, you should create custom lists for your best-performing categories and products. Five great examples of successful remarketing lists are based on visitors who:
Tip: To properly use these lists, add your new audience to a new ad group. Then, you can tailor your ad headlines to match the offer. For instance, for an audience who tend to abandon their carts, you could make the headline for them, “Save 25% when you complete your order”.
Visitors who abandon their carts are more likely to purchase your products than people who are merely browsing. It was found that the cart abandoner’s CPC was half the cost of product viewers’. That’s because this audience knows what they want, they just haven’t made up their mind as to whether or not they want to buy it yet. Make sure you bid higher for this audience as they bring in good Google Ads ROI.
Your dynamic remarketing ads can come in many different types of ad formats. With this abundance of ad choice, make sure you split-test these different formats to determine which performs the best. To conduct a split-test, first, duplicate one of your ad groups while maintaining the same audience and bids. Just change the ad format. Once this is done, run the test until you gain enough statistical information. After that, begin a new test with the winner and another ad with a different format.
Remarketers should be using cookies to track users and their online activity. However, an explanation of how and why you do this should be included within your Terms and Conditions or Privacy Policy.
How to do this? Make sure you use frequency capping – always. This function will set limits on the number of times an individual is exposed to your ad daily.
Ideally, you should show them as quick as possible. This will help you deliver your content as soon as your customers are searching on the Display Network.
For any successful marketing strategy, however, more importantly, your remarketing strategy, you’ll want to go the extra mile. Make sure to track your Google Ads performance, and continually adjust your strategy, increasing bids on successful ads.
At the same time, you don’t want to be spending your hard-earned money on ineffective or low-performing ads and their placements. A quick fix for this is to remove them from your campaign.
While mobile is important, your priority should be budgeting for strategic, optimized ads. Mobile ad success can quickly fluctuate, which means you’ll need to keep a close eye on how your mobile ads are performing and continually remove the ads that aren’t delivering properly.
As of recently, Google has begun supporting cross-platform and cross-device retargeting, which allows businesses to connect with customers despite how those visitors interact with their site. For instance, if a potential customer visits a website through their mobile, this form of retargeting allows brands and marketers to only add this customer once to the list. From there, they’re able to target them via tablet, desktop, or other devices by using their ID.
Dynamic remarketing in Google Ads is an effective and powerful way to generate thousands of highly-targeted ads for every single product or service you offer through your e-commerce account.
It’s essential to keep Google Ads remarketing best practices in mind so that you can build a successful remarketing campaign.
Learn more in our Ultimate Guide to Google Ads Remarketing.
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