We’ve all experienced the following scenario. A user follows the click-conversion path all the way to the shopping cart, only to jump off and never be heard from again.
In the past, many retailers would simply shake their heads and direct their inbound efforts towards optimizing their website.
However, Google came up with a feature called Remarketing that was specially designed to combat this problem. These ads have become one of the most popular AdWords features and are an extremely effective way to target previous visitors with tailored messaging across the Google Display Network.
To help digital advertisers turn even more of these leads into conversions, Google has released Dynamic Remarketing.
What is Dynamic Remarketing & How Will It Drive Conversions?
Dynamic Remarketing is a free AdWords feature that lets you connect with users who did not complete a purchase during their prior visit to your website—similar to Remarketing Ads.
However, the key difference between Remarketing and Dynamic Remarketing is that dynamic ads allow you to show your site visitors an ad with the specific product they viewed on your site. The ability to target users with a specific product rather than with a generic offer is a superior way to attract attention for your products and drive relevant traffic back to your site to complete a purchase.
Also, unlike regular Remarketing ads, Dynamic Ads can be delivered to specific audience segments. So for example, if I wanted to target 5 visitors with a dynamic ad for shorts and 5 visitors with an ad for jeans, I could easily do so.
That’s All Well And Good, But What Do They Look Like?
Of course, the Internet is a graphic platform, and these ads can be visually customized to remind shoppers of the items they’ve previously viewed or bought. There are dozens of professionally designed templates to choose from which can save you time and improve your ROI.
Here is an example showcasing the visual benefit Dynamic Ads can convey to your end user. Notice the offer and the specific mock product image.
How Do I Set-Up Dynamic Remarketing Campaigns?
The first step to start Dynamic Remarketing is to go into your AdWords and create a special remarketing campaign that supports this new feature.
Next, you need to integrate your Google Merchant Center account with the campaign.
Once you’ve completed these steps, Google will provide you with a dynamic remarketing tag for your website. Keep in mind that placing this tag on your website with custom parameters is a must.
Once these steps are completed, you can customize this tag to reach the right visitors and select your ad template. Please refer to this link for more setup details: https://support.google.com/adwords/answer/3122586
Conclusion
As you can see, Dynamic Remarketing has numerous built-in advantages compared to their original counterpart.
The best thing of all is the steep increase in ROI and conversions they provide. One of our clients saw conversions increase by 96% over a 2 month period, while another’s ROI grew by 36% month over month.
Have you used Dynamic Remarketing Ads yet or seen a spike in conversions? Let us know…
