What is Dynamic Remarketing for Google Shopping?
With remarketing, advertisements are shown to people that have previously visited your web shop. Dynamic remarketing goes one step further, with this you can display remarketing advertisements based on the search behavior of users.
When a visitor on your website looks at a product and then leaves the site without generating a conversion, you can have advertisements shown to him of the products for which he searched when he goes to another website in the Google Display Network.
Why employ Dynamic Remarketing?
Because dynamic remarketing adjusts itself to the visitor, it has a larger effect than regular remarketing, because the recognition is bigger. The advertisements themselves are also more noticeable, because instead of regular text or banner advertisements it is now possible to make the advertisement more dynamic and interactive. For example, think of the displaying of a specific product that a user has in their shopping cart, with a photo, price and possible deal.
96% of the visitors leave the website without making a purchase
Normal advertisements are targeted keywords, dynamic advertisements, however, are displayed based on the content of your website. Because of this you do not need keywords. The web crawling technology of Google is used to automatically target relevant search results based on the content of your website. If you combine this with remarketing, you are left with a powerful tool for bringing your products to the customer.
What does Dynamic Remarketing yield?
Campmor is a web shop that sells outdoor articles. 6 months after they started using Dynamic Remarketing, they have seen their click-through-rate rise by 300%, their cost-per-conversion lowered by 37% and they had a 16% higher conversion rate. [case study]
Another interesting case study was carried out by Netshoes, the biggest web-only retailer of sporting equipment. The company searched for a way to increase their rate of conversion. Through the use of dynamic remarketing they have seen their revenue rise by 30%-40% and their click-through rate doubled. [case study]
What is needed to start with Dynamic Remarketing?
In order to make dynamic remarketing advertisements it is important to make a feed in the Google Merchant Center. This feed needs to contain all needed, tailored information about your products.
After linking to AdWords it is important that the website is ‘tagged’ so that the user is automatically added to target audiences and lists after which they can be targeted by advertisements. For this, the appropriate tags are needed on product and category pages. If necessary also in the shopping cart.
After this, advertisements have to be made that have a nice layout and fit the products. Below are a number of templates that can be used.