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Dynamic Remarketing Best Practices: The Absolute Guide to Retailers & Marketers

By October 30, 2021 November 20th, 2021 No Comments
Dynamic remarketing strategy

Remarketing ads have gained quite a momentum in recent years. If you want to know about dynamic remarketing, it is crucial to start from the basics. Yes, you need to touch upon some crucial facts about traditional or classic remarketing to get a bigger picture of dynamic remarketing in eCommerce and its use.

You browsed a website a few minutes before. You left the page and opened your Facebook (or any other social platform or website)! There it is. You may come across a static ad based on your recent searches. You might have wondered seeing this. At least once, you might have thought about how these sites ‘read my mind’.      

Well, this is what remarketing is all about. To quote in simple words, it brings interested customers back to your site. When a user visits a website, he/she detects a cookie message. These cookies are small blocks of data sent to users’ devices by web servers to identify each visitor and their shopping journey. And using these cookies you can personalize messages and ads to attract target customers.  

What is the Difference Between Remarketing & Dynamic Remarketing?

Marketing strategy for eCommerce

So far, one of the biggest pain points for remarketers was customizing image ads for each of the products. In traditional remarketing, static ads are sent to the visitors who engage with your brand. But in a dynamic remarketing strategy, Google creates customized dynamic ad content for each product with essential information like price, image, and text-based on customers’ behavior. 41% of millennials expect to be personally recognized, and more than half (51%) expect online experiences to reflect what they like or might like.

How Does Dynamic Remarketing Ads Work?

Dynamic remarketing ads are best suited for product page visitors and shopping cart abandoners. Product page visitors and shopping cart abandoners are users who had shown real interest in your product but left your page due to some reasons. Targeting your remarketing strategy to bring back these potential visitors is crucial to leverage your ROI.   

Some shoppers may leave the cart with an intention to buy later. But in the course of time, they might have forgotten about the product or abandoned the cart. In such cases, dynamic remarketing ads help to send personalized emails and laser-focused display notifications to customers, reminding them of their incomplete cart actions.   

Why Do You Need Dynamic Remarketing Ads for eCommerce?

The eCommerce marketplace is evolving day by day. Competitive strategies are necessary to leap ahead in the marketplace. Your ROI depends upon the efficiency of your marketing strategies. And dynamic remarketing strategy lets you target a variety of customers who choose different paths to interact with your website

  • All home page visitors
  • Visitors to a specific collection page
  • Users who visited all products of a particular product type
  • Visitors who searched your brand & people who added products to the cart
  • Visitors who completed a purchase
  • Users who visited landing pages and other sections.    

There are also many other reasons that necessitate every eCommerce retailer to implement dynamic remarketing strategies into their marketing efforts. 

  • Auto data collection & optimization

In a dynamic remarketing strategy, you can easily save time from manual data feeding. Google ads automatically accumulate product data (description, images, price, etc) from Google Merchant Store (GMS) to provide a customized recommendation to the users. If your business data is complete and accurate, Google automatically creates tailored ads without any technical assistance based on the data you provide. 

Read more: Google Shopping Optimization- A Comprehensive Guide

 Moreover, based on your selected parameters, website aesthetics, and layout preferences, Google auto-optimizes your remarketing ads to attract potential customers who left their virtual footprint on your store.  

  • Amplifies footfall through repeat customers

Your visitors might be more interested in knowing about the products or pages they visited. For example, one of your visitors looked at the features of a wallet in your store, added it to the shopping cart, and left the purchase incomplete. In such cases, dynamic remarketing ads help you create customized ads through user-generated content based on their past actions. This helps to bring back customers who once interacted with your store. 

  • Reduces Abandoned Carts

Statistics report an average of 69% of online carts being abandoned by users. Abandoned carts are always pitfalls for retailers. Dynamic remarketing is one of the best ways to reduce abandoned carts. Reminding the customers about their abandoned cart that requires actions will help you navigate customers to their cart list. And interestingly, 45% of cart abandonment emails are opened, 21% of all is clicked on, and 50% of consumers have responded to Email remarketing by clicking purchase.   

  • Boosts Brand Awareness

Not every customer who visits your store needs to remember your brand. For stamping a unique impression, you need to pull off your dynamic remarketing strategy. It helps you appear in front of customers frequently who might have forgotten your brand name. Consistent presentation of a brand has been seen to increase revenue by 33 percent. Dynamic remarketing helps to send a consistent brand message on specific products across different channels.                

How to Create Dynamic Remarketing Campaign for Your eCommerce Store

Remarketing Ad spaces

  1. Login to Google Ads
  2. Click on the campaigns from the page menu
  3. Select icon and click on the New Campaign
  4. Go to Display Network & choose Sales
  5. Select Display as your standard campaign type.
  6. Fill in the Campaign URL you want to generate a display Ad
  7. Create a Campaign Name & place Bidding details 
  8. Go to the Campaign Setting page and click More Settings
  9. Explore Dynamic Ads section and click on Use dynamic ads feed for personalized ads
  10. Now Select your Business Type (Retail, Travel, Flights, Hotel, Education, etc.)
  11. In the targeting section, choose Add Targeting to set up demographics you want to target
  12. Click Create Campaign

6 Best Dynamic Remarketing Campaign Practices: Things to consider 

1. Enrich Your Product Feed

When creating a dynamic remarketing strategy, it is crucial to use as much product information as possible. Remarketing ads are touchpoints that generate attention, interest, desire, and action. So, retailers must spend an ample amount of time optimizing Google’s dynamic remarketing feed to improve the ad relevance and click-through rate.

Here are the crucial feed details you must optimize to pull off your dynamic remarketing strategy.

 Product Title 

Use keywords wisely in your product title but never stuff keywords. The product title is your gateway to creating a first impression. Make it less complex and familiar to your target audience.  

Product Image

An image speaks a thousand words more than written text. So optimize high-quality product images in your remarketing ad. Never overlay text on your products.   

Recommended Reading: eCommerce Product Photography Tips To Make Them Shine

Product Type & Category

Google product taxonomy provides hundreds of categories for retailers to streamline sales. Categories or groups are an important element in a dynamic remarketing campaign as it helps to make bidding more specific to your advertising goals. 

Product Description

The product description should include everything about your product. When it comes to eCommerce, providing killer product descriptions that come from multiple vendors is a daunting task. You might be tired of a piled-up excel sheet. A robust product information management (PIM) system will help you collect, enrich and distribute your product description without any hassles.  

Suggested Reading: PIM-Best Practices For Product Information Management

eCommerce 2. Create A Stellar Remarketing List

Preparing a dynamic remarketing list is highly beneficial to match customers with specific products that they are interested in. It helps to create targeted advertising and boosts performance by increasing clicks and conversions. The list can be categorized into 5 to segment customers based on their interaction with your website 

General visitors: Visitors who show interest in your brand in general

Product searchers: Customers who visited your store and searched for a product

Product viewers: Customers who came to your site and viewed a specific product 

Shopping cart abandoners: Customers who have a clear intent but left the purchase incomplete after adding them to the cart

Past buyers: Customers who have bought products from you in the past

3. Use Your Brand Name & Maintain Consistency

Not every dynamic remarketing ad may result in a click. Even if people don’t click your ad, these ads will help you improve brand value. Seeing your brand name over and over will help you build familiarity with target customers. So wisely use your brand name to be on the top of your customers’ minds.   

Moreover, your dynamic remarketing ads should follow a consistent layout across the devices and platforms. Your brand aesthetic should help your repeat customers identify our brand and should appear compelling to first-time viewers.  

4. Provide Catchy CTAs

For a dynamic remarketing strategy, you need dynamic CTAs. Well, how’s dynamic CTAs different from standard CTAs? Similar to dynamic remarketing, dynamic CTAs are personalized call-to-action buttons that are designed based on users’ past interactions with the brand. According to the Hubspot review, calls-to-action targeted to the user had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors. 

5. Avoid Ad Fatigue

Seeing the same ad over and over may result in ad fatigue. After a period of time, your customers may find it irksome, and suddenly you may start experiencing a quick drop-off in performance and ROI. So here are some quick steps to avoid ad fatigue in your dynamic remarketing process:

  • Reduce the ad frequency. Research by adespresso found that Ad CTR fell by 8.9 percent on Facebook when customers saw the same ad twice.
  • Use ads in rotation instead of using the same ads over and over. Try to avoid monotony in your ad distribution.
  • Polish your ad creatives and copy. Have different and compelling images and copy for the same ads. This might help to stay fresh and attractive. 
  •  Frequent A/B testing helps you confirm, your ads are reaching a relevant audience and they find it insightful.  
  • Exclude people who have already visited your ads. You can easily do it on Facebook. Just use Facebook Custom Pixel to create a custom audience list. Then use the power editor to exclude this list and target ds to new viewers.  

 6. Boost Native Remarketing

 Native ads will account for a whopping 74% of total US display ad revenue. Native ads are paid ads that match the editorial style of a platform. Unlike traditional ads, native ads are 53% more often than banner ads, and 44% of millennials say in-feed native ads improve their perception of the publisher, site, or app.

. Some of the benefits of native remarketing ads are:

  • It easily aligns with the marketing funnel (TOFU, MOFU, BOFU)
  • No pop-ups and autoplay videos to break your page flow. Native ads don’t disrupt the browsing experience. These ads match the form and function of the website customers are using
  • It helps to amplify brand awareness, credibility, and value  

Remarketing to attract target customers

Show Tailored Dynamic Remarketing Ads to Build Your Brand

Every eCommerce retailer’s dream is to turn first-time visitors into regular customers. Repeat customers are people who are satisfied with your product or solutions. It is not necessary that every customer could be a possible repeat customer. Your dynamic remarketing effort is also a major factor that influences customers’ return decisions. So optimizing your remarketing strategies to attract potential visitors is crucial in eCommerce. 

For any marketing effort, product content plays an integral role. Without channelized product data, you might miss the right information to target the customer. Personalization is the new norm. Dynamic remarketing strategy can help you target customers by providing display ads based on customers’ recent interactions with the brand. 

A PIM-based solution can act as a base to support your marketing effort. DCKAP’s flexiPIM is a content repository to refurbish all your marketing needs. To know more about PIM and our end-to-end eCommerce solutions, drop a line below.  

 

Aiswarya Madhu

Aiswarya Madhu

Aiswarya Madhu has two years of experience in content creation. Pen and Paper, without them her life is dry. She can manage keyboards too. At present, she navigates the intricacies of eCommerce. When not engaged in writing, she enjoys savoring books and tea.

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