Dynamic remarketing allows companies to target their selected audience using information generated when the viewer clicks on a specific product or engages with a particular advertisement. In this way, the seller can show ads that are more likely to convert to a sale. The goal is to encourage the viewer to revisit the app or website for further consideration. Brands producing ads on websites can add tags to allow those visitors to be added to a remarketing list. This process helps those advertising get the most positive interactions for each consumer who interacts with them.
Use Reporting to Find Top Products
In order to find out which items were the best sellers and get the product IDs to use for remarketing ads lists, you can pull a report from the Google Ads User Interface. This process is accomplished by going to the Google Ads “Reports” section. Once you get the item ID, it is possible to add it to whatever type of metrics you want. To further filter the results, use numbers for profitability or traffic, etc, and be sure to keep those results handy for plugging into a list you created for the remarketing campaign.
Try Using Lower Bids
It’s important to note that these ads target fewer people than the typical ad campaign. Try using what is referred to as an “All Products” campaign to get complete viewer coverage. Once you determine how effective this strategy is, you can further adjust those bids based on your information.
Use a Strategy With Your Bids
Rather than have a one-size-fits-all strategy with your bids, you should set it according to the viewer’s behavior. A prime example is using a higher bid for those individuals who abandon their shopping carts. Brands should focus heavily on getting conversions from those who showed a high level of interest but move on for one reason or another. Break your bids into sections of viewers such as those interested in a product and downloaded details or information about it, specific brand viewers, and even checkout abandonment. You can also refine the All Pages campaign bids to include relevant actions such as length of time on the site or page depth.
Use Conversational Pop-Ups to Gather Email for Dynamic Ads
Conversational pop-ups aim to gather the viewers’ information – specifically their emails- to provide them with remarketing ads. Since there were updates to privacy laws and even updates from Apple that prevent brands from advertising as they did in the past, this is a fresh and more friendly way to gather those essential details needed to generate an effective remarketing campaign. Essentially, the brand or company creates a pop-up ad when visitors land on their website. This pop-up provides them with valuable suggestions and advice by asking about their preferences. They can offer options for adding to their carts or similar content. The goal is to establish a relationship by asking specific questions about needs. After that portion of the interaction, the goal is to collect their contact information and user data related to their interests. Once that portion is completed, the pop-up provides suggestions and recommendations. It’s a great way to focus on viewers who opt out of tracking to approach them with dynamic ads.
Let Google Choose the Layout or Do A/B Testing
To reduce the maintenance and trial and error when setting the layout for the dynamic ads, you can let Google handle that by automatically choosing the recommenced size, format, and space for the ad. This approach works well for many brands and helps you adjust to using dynamic remarketing ads if you’re a new user. However, you might want to take a more specific approach and create a custom layout. If you do choose to create the layout on your own, be sure to test two different styles and use analytics to gather details to help you zero in on the best approach that delivers the most conversions or consumer interest. Once you find a pattern of success with particular designs, you can determine which styles work the best for a time. Keep in mind that a fresh approach is needed periodically.
Don’t Aggravate the Viewer
There is such a thing as too much exposure, especially when you target your audience for a remarketing campaign. Make sure to adjust your frequency of dynamic remarketing ads to an optimal frequency. That is 17 to about 20 ads per month, in most instances, spaced evenly. The last thing you want to do is run off the consumer by bothering them with constant ads. The recommended advertisement frequency can also vary depending on the product. Is it something they buy frequently? If not, reducing the number of times they see an ad for an item may prove more effective. Consider this point for high-cost items such as vehicles, appliances, and similar products.
Don’t Target Conversions
Not all brands know how to or attempt to eliminate those who have already converted. What ends up happening is the person who converts gets spammed with ads for products they have already purchased. It’s a great idea to eliminate them from your dynamic remarketing ad campaign. They’ll be more likely to make another purchase if you don’t run them off with unnecessary advertisements.
If you use Google dynamic ads for your remarketing strategy, it can be a highly effective tool, but the approach you use makes the difference. Although no two company’s approach is exactly alike, it’s a good idea to use the latest practices and approaches and update them to match the latest trends and campaign ideas to compete effectively. Some takeaways from modern techniques are finding out what the consumer is interested in and offering them the chance to learn more or click the ad to educate themselves further on the product. On average, individuals will click on an ad several times to find out more about the product or service they are interested in before deciding. You want to provide them with ample opportunity to click those specific ads related to items they have visited several times or interacted with in the past, but don’t overdo it.
That also means avoiding directing ads to those who already bought an item recently. You don’t want to drive away a potential future conversion by directing the same ads to them over time after they make a purchase. Companies should focus on retaining future sales by providing the ideal experience for the viewer with their dynamic ads.
You’ll also want to experiment with the layout and placement of your ads if you want to customize them. If not, Google does a good job automating the ads to ideal settings that help you get started or run a campaign with less effort. If you fine-tune your Google dynamic ad approach by using these top pro tips, you’ll notice a better rate of conversion for specific items that viewers interacted with in the past or who showed interest in spending time on the page or making multiple visits to the website.
Try using some of these tips in your current dynamic ad campaign and change your settings and strategy from time to time to reflect best practices and get more conversions over time.