Google Dynamic Remarketing is ecommerce focused retargeting program which runs on the Google Display network.

Why Google Dynamic Remarketing?

Is Google Dynamic Remarketing right for your online store? Check out the major reasons why retailers choose Google Dynamic Remarketing. 

1. Recapture Site Abandoners

Retargeting, also often called remarketing, is a type of advertising which targets customers who have visited your site.  Shoppers see ads from sites which they have visited and left.

Google Dynamic remarketing ads

Google Dynamic Remarketing allows advertisers to display ads to visitors who have abandoned their site based on prior engagement. Retailers can display ads to shoppers who have:

  • Visited your site
  • Visited your site and viewed a specific product
  • Visited your site and added a product to the shopping cart but didn’t purchase
  • Purchased products from your site

People who have gone to your website and engaged with your products are inherently farther down the purchase funnel than online shoppers unfamiliar with your store.

2. Utilize Google Display Network

Google’s Display Network includes and webpages or sites where Google AdWords ads appear. Google’s Display Network covers Google’s partner sites across the web- including Google search, YouTube and Gmail.

Google’s Display Network is large, substantiated and provides an opportunity for retailers to reach customers across different sites using different ad formats. Here are some additional reasons retailers using Google Dynamic Remarketing ads benefit from the Google Display Network:

  • The Display Network reaches 90% of Internet users worldwide and includes more than 2 million publisher sites like nytimes.com and weather.com (Source: Comscore 2013).
  • Display Network uses ads which include existing merchant assets (e.g. logo)
  • Display Network ads are image based, which are more likely to lead to conversions
  • Google’s contextual targeting tool displays ads based on relevant search
  • Google’s Display network allows merchants to utilize advanced strategy such a Geo-targeting and day parting (Learn more about those advanced features here).
  • Display ads facilitate brand awareness

You can choose which sites you want your Remarketing ads to appear on Google’s Display Network within AdWords. Analyze site impressions, clicks, costs, revenue, etc. from each individual site to determine which sites have the best ROI for your ads, or where you’d like to not list your products.

3. Ability to Bid Competitively with the Google Conversion Optimizer

Google’s Conversion Optimizer uses conversion tracking on the Google Display Network to identify purchase behavior from click to purchase so retailers can optimize their spend on Remarketing. Using your conversion data (who purchased and from where), the Conversion Optimizer identifies trends to help you avoid over-bidding for ad placements.

“The goal of Conversion Optimizer is to get you the most conversions given your cost-per-acquisition (CPA) goals. Rather than focusing on clicks (CPC) or impressions (CPM), Conversion Optimizer focuses on maximizing conversions.”- Google 

Retailers can choose to use a Max CPA or target CPA goal with Google’s Conversion Optimizer to increase conversions (choose this on your conversions settings page).

MAX Cost-Per-Aquisition (Max CPA)- The maximum amount you want to pay for each sale
Target Cost-Per-Acquisition (Target CPA)- Average amount you’d like to pay for a sale

You canset up the Conversion Optimizer in AdWords.

4.Easy to Create Ads

Google Dynamic Remarketing Ads can be created in 4 easy steps.

1. Link Google Merchant Center and AdWords 
2. Create a Google Dynamic Remarketing Campaign 
3. Install Google Dynamic Remarketing Pixel
4. Create Ad Group & Design Ads 

 Ready to get started? Follow the steps here to set up a Google Dynamic Remarketing Campaign.

5. Comprehensive Ad Analytics

Google Dynamic Remarketing uses the Remarketing tag to track shopper activity to identify shoppers who have viewed individual products, visited your site, purchased items, or added items to the shopping cart. Using this information, you can view consumer activity on your site and Remarketing ad performance right in AdWords.

Google Dynamic Remarketing also features Google features which make it easier to segment and optimize ads including:

  • Google Auto Optimized Layout Feature– Chooses ad layout for performance.
  • Google Product Recommendation Engine– Chooses products for ads: related products, popular products, and products online shoppers have viewed before.
  • Google Real Time Bidding Algorithm–  Calculates bids for each impression.

 

6.Target Ads based on Demographic Segments

Google also has 5 pre-set up visitor segmentations for when you set up a dynamic remarketing campaign, which you can use or modify.

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Retargeting ads are effective because they focus on shoppers who already know your site. These shoppers are 80% more likely to purchase from you than those who other online shoppers. To better leverage this already bottom of the funnel traffic, retailers can create Remarketing lists to identify exactly where shoppers are in their purchase decision.

Retailers can build Remarketing lists including:

  • All Users– Shoppers who have visited your site (top of the funnel)
  • Product Viewers– Shoppers who have viewed a specific product page<
  • Cart Viewers– Shoppers who have added items to the shopping cart
  • Purchasers– Shoppers who have bought an item from your online store (bottom of the funnel)

Retailers who create Custom Variables specifically for Dynamic Remarketing can use those as the basis for segmentation.

Set up Remarketing lists in AdWords under the Admin page.

 


Get started with Google Dynamic Remarketing

Learn more about Google Dynamic Remarketing including:

  • Why shoppers leave your site
  • How to set up Google Dynamic Remarketing
  • How to increase site traffic and conversions

Google Dynamic Remarketing Guidebook

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About the AuthorMary Weinstein is the Director of Content at CPC Strategy, and an expert in Retail Search, Google Shopping and Digital Marketing. A NY native, Mary spends her time educating online merchants, hiking and drinking copious amounts of coffee. You can also find her work on SEW, SEMRush, MOZ and Practical Ecommerce. See all posts by this author here.