Dynamic remarketing: not just for retailers anymore
Think dynamic remarketing is only for retailers? Think again! Columnist Laura Collins explains how non-retailers can set up these campaigns and discusses the success her agency's clients have seen by utilizing this tactic.
It would be every advertiser’s dream for a user to convert on the first visit to their website. You’d only pay for one click; there would no need for attribution. Oh, how simple things would be!
Unfortunately, that isn’t the reality in any vertical. Whether it’s buying some shoes, getting a mortgage or requesting a product demo, people like to do their research, and in fact will very rarely convert after that first click.
But that’s not to say they won’t eventually choose to convert with you instead of your competitors — you may just need to give them a reminder. That’s where remarketing comes in.
Creating the most personalized, bespoke ad copy possible is a surefire way to yield better results in any channel, which is why dynamic remarketing, in particular, is so valuable.
For the last few years, dynamic remarketing has become a vital part of any online retailer’s marketing strategy, serving users ads dynamically populated with products that they’ve previously viewed. At my employer (Periscopix, a Merkle Company) we often see dynamic remarketing yield conversion rates up to two times higher than with standard remarketing for retail clients.
Dynamic remarketing works by linking up your Google Merchant Center (GMC) feed to a campaign and adding custom parameters to your remarketing tag which associate users with the unique IDs of the feed items they’ve viewed. When that user is later served an ad, the image, description and price of the products they’ve viewed are then dynamically inserted into the ad template.
At one time, this dynamic option was only available to retailers, as it required a GMC feed, but in October 2014, Google released dynamic remarketing across verticals. This allows non-retail advertisers to utilize what they know about user behavior on their site to create personalized ads to draw people back in.
Here, I recap how to set up these campaigns, discuss the types of clients I’ve seen benefit from them and look at some results.