In this blog we’ve previously reviewed the value of re-marketing. We’ve shared a link below to that post if you’d like to catch up on it. Essentially, remarketing, also known as retargeting, is a digital advertising strategy that re-engages users who previously visited your website or otherwise interacted with your brand, by displaying targeted ads to them as they browse other websites or social media platforms.
A remarketing program can be valuable to your local business because it increases brand awareness to potential customers who have already expressed an interest in your brand. This makes your advertising more relevant and more effectively targeted.
In today’s post we’d like to take this concept a step further and introduce dynamic remarketing.
Dynamic remarketing goes beyond standard remarketing by personalizing ads with specific details about items or services a user previously viewed on your website or app. Dynamic remarketing specifically features products or services they expressed interest in and aims to encourage them to complete a desired action, including a purchase.
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An example of dynamic remarketing at work would be a Keene-based clothing store that, after a customer views a specific sweater on their website, shows ads on other websites to that customer featuring that same sweater, or similar styles, to encourage a return visit or purchase.
Further, dynamic remarketing can be effectively used for cross-selling products and services by featuring complementary products to items already purchased. By showcasing related products or accessories alongside the items a user has purchased, you can encourage them to make additional purchases. These customers are familiar with your brand and more likely to buy again.
How is all this done?
To enable a dynamic remarketing campaign, you will need to create a product feed in the Google Merchant Center, linking it to your Google Ads account, and then set up the dynamic remarketing campaign to support it.
Dynamic remarketing campaigns can be set up within display campaigns utilizing the Google Display Network. As well, this advertising tactic can be used in search campaigns where these dynamic remarketing ads would be automatically generated based on keywords and website content appearing in search results.
Dynamic remarketing campaigns can also be run on social media networks.
The benefits to this type of advertising include:
- Increased Relevance: Dynamic ads are highly personalized, making them more likely to resonate with the user and encourage engagement.
- Improved Conversion Rates: By reminding users of what they were interested in, dynamic marketing can help drive increased conversions.
- Scalability: You can use dynamic remarketing to scale your ads to cover your entire inventory.
- Product Recommendations: The Google Ads product recommendation engine helps determine the best mix of products to include in each remarketing ad.
- Predictive Ad Layout: Dynamic remarketing can predict which ad layout is likely to perform best.
Dynamic remarketing campaigns can also help you to lower your volume of abandoned shopping carts. By displaying personalized ads to users who previously browsed your site and left items in their carts, reminding them of their abandoned purchases and encouraging them with a path back to your site to complete the checkout process can be highly valuable to your business.
Dynamic remarketing campaigns can be significantly more effective than static retargeting with studies showing it can lead to 2x click-through rates and 50% lower cost per acquisition. Compared to traditional display ads dynamic remarketing can have click-through rates that are ten times higher.
If you’d like to learn more about incorporating dynamic remarketing into your overall marketing strategy, please give us a call or email us here at Sentinel Solutions.
We are experts in media and effectively incorporating these tactics into the marketing mix. We can help you build a compelling campaign that engages your audience and drives sales.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed.
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