Google has enabled a new functionality within Adwords called ‘Google Dynamic Remarketing’ as a method of ad posting that is more advanced than some of the Remarketing options already available. This tool might be of special interest to e-commerce shops.
With a Google Dynamic Remarketing campaign, we will be able to contact the users who previously visited our website. The users will see banners that the tool automatically creates, based on a series of parameters that we set and that are on the navigation that those users made in previous visits to the website.
In order to understand how this tool works, we need to start from the beginning:
What is Dynamic Adwords Remarketing?
It is a publication method of dynamic retargeting where those users who have previously visited our site are impacted in the content network. They are shown dynamically generated ads based on the navigation they made in their previous visits.
The Dynamic Remarketing ads content, both graphic and text, is automatically generated based on the browsing behavior of the user who is viewing the ad. We will only have to establish a configuration of general preferences such as button colors, website logo or fixed texts.
Although Google Ads already had a Display Ad Creator some time ago, with the new Dynamic Remarketing option the personalization of the ads is greater and the final result seems to be much better in terms of visual design than with the creator.
What is the difference with the previous Remarketing of Adwords?
The main difference is that the ads are generated by dynamically showing the products that the user clicked on. Moreover, it is not necessary to create remarketing lists defining the segmentation criteria, but the system generates lists automatically.
What are the requirements to create a Dynamic Remarketing campaign?
To create a Dynamic Remarketing campaign, you need a Google Merchant enabled account with an updated product feed. Adwords will use the information provided in the feed to display the product cards in the ads with their associated images, prices and destination URL.
How do we create a Dynamic Remarketing campaign?
Once we are sure we have the merchant feed, we must create a new Remarketing campaign and select Dynamic Remarketing. The first thing you have to do is go to audiences to start configuring the personalized parameters. When the code is correctly implemented, remarketing lists will have been generated and we will be able to use them to start our campaign.
What are the results of Dynamic Remarketing campaigns?
The CTR is much higher than in traditional Remarketing ads or other content network options since the user finds a fully customized content and more attractive ads. The user can even interact with the ad seeing different products in the banner itself using the arrows, increasing the clicking possibility.
The conversion rate is higher because we refine much more on the products we show and the landing page adapts at all times depending on the image from where you click.
There are four types of lists that will be used automatically.
- General visitors: people who have visited your website, but have not seen any specific product. The dynamic ad will include the most popular products on your site.
- Users who have visited the products: people who have seen specific product pages on your site, but have not added them to the shopping cart. The dynamic ad will display the products your visitors have seen and combine them with recommended products.
- Users who leave the shopping cart: people who have added products to the shopping cart, but have not made the purchase. The dynamic ad will prioritize items added to the shopping cart and combine them with other products you have seen and some recommended products.
- Previous Purchasers: people who have previously purchased products from you. The dynamic ad will display related products based on popular items and other items purchased together.
The content of our ads will be generated dynamically from a series of data that we can configure, such as text, logo, and call to action buttons. From here, it will show us different banner sizes that we can accept to start being exposed to our audiences.
Overall, Google Dynamic Remarketing allows our Campaign to run for a minimum of 30 to 60 days before making important decisions.
Please note that our Dynamic Remarketing Campaigns on Google Ads improve over time. If we allow Google to choose the designs of our Banners, it will test them moving forward and will select the best performance for your Campaign automatically. Trust Google to Configure Dynamic Remarketing.
This way, you give Google the freedom to test the different designs to find the best performance in each size. Google will test several designs and run it with the best results.
If you’re worried about unprofitable spending, you can try lowering bids for visitor lists for all visitors and categories.
Remember that in Synapse Ads we guide you on how to use these types of tools. We offer you the keyword mixer tool that will guarantee the success of your conversion optimization. Your commercial growth is our priority and we have all the information to help your business improve every day.