Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started.
Related: What is AdChoices?
How Static Remarketing Is Different
I know the biggest pain point in my remarketing efforts has always been getting image ads generated for all of the products for sale. With Google’s new Dynamic Remarketing feature (still in beta), Google will dynamically create ads for you that include your price, image, and text of your choice, all based on the behavior of your website visitors. Pretty sick, huh? No more dealing with creative, and more importantly, you can reach your customers with laser-focused messaging based on the products or content they were interested in when they visited your site.
If you were ShoeMe.Ca, an e-commerce shoe site, and your potential customer looked at a specific pair of Converse sneakers, wouldn’t it be best to serve an ad with the image and price of the Men’s White Converse Chuck Taylor All Stars he was viewing, and throw in a free shipping offer to entice him to come back? Or maybe cross-sell him with a pair of High Tops in case they are going for the Lil Wayne look? It’s all going to be possible through Google real soon, and you will see solid gains in performance for your e-commerce website.
How Dynamic Remarketing Works
Here’s how it works:
You will be required to set up a customized Remarketing Tag on your site that will pull down Product Identification numbers from your merchant feed and pass them on to Google. Google will then match these Product IDs to your Google Merchant Center feed and use those characteristics to power your ‘Dynamic Ads.’