Operating an e-commerce storefront requires effective digital marketing solutions to reach new customers and drive sales. One of the most powerful ways to elevate your business is through dynamic remarketing. What exactly is this aspect of pay-per-click advertising, and how will it benefit your e-commerce business?
Learn the ins and outs of dynamic remarketing in this in-depth guide from Bear North Digital, a leading e-commerce PPC agency.
What Is Dynamic Remarketing?
One of the most frustrating data points for any online retailer is seeing that a customer has viewed your product but left the site without purchasing it. Dynamic remarketing, a feature available within Google Ads, aims to boost your site’s conversion rates by targeting a specific product to customers after they’ve shown an interest.
You can capitalize on this concept and increase your revenues instead of having a bunch of missed opportunities for sales. How does this work exactly?
Say a customer visits your site and spends several moments on one product page before exiting the site. You can create a personalized ad based on that individual’s shopping activity that Google will display across certain platforms like YouTube and Gmail. When the customer sees the ad for a product they have viewed already, it could sway them to return to your site and follow through with the sale.
How To Set Up Dynamic Remarketing for Your E-Commerce Site
Getting started with this remarketing method is easy. If you do not already have an account in Google Ads and the Google Merchant Center, join those platforms. Then, you can complete the following steps to launch an effective advertising campaign for your site:
- Log into your Google Ads account and click on “Campaigns” in the main menu.
- Click the “+” icon followed by “New Campaign.”
- You should then click the button titled “Display Network” followed by “Sales.”
- Click “Standard Display Campaign,” then continue by adding your budget, bid strategy, and campaign name.
- Navigate to the “Audiences” tab, then click “Remarketing” before selecting either your custom remarketing list or “Google Ads’ optimized lists” and then “Done.”
- Hit the button that says “Use a data feed for personalized ads,” and then select the business type that best aligns with your Google Merchant Center feed.
After you establish personalized ads in your Google Ads account, you’ll need to add a dynamic remarketing tag to all of the pages on your site that you want to track. A developer can add the correct code to your site for this tag and its parameters, which will be sent to Google to match the page ID to items within your product feed.
How Does Dynamic Remarketing Compare to Other Types of E-Commerce Digital Ads?
The ideal e-commerce digital marketing strategy should give you an edge over the competition and make your customers feel valued. With traditional pay-per-click ads, customers will see a banner ad displayed at the top of their search results when they type in your targeted keywords, but it may not always lead to a sale.
Gaining website visitors through either paid ads or an organic search is just the start. Ideally, the ad will be compelling and draw users to explore the pages of your site. They may browse your products or even add something to their cart before abruptly exiting the site.
Dynamic remarketing capitalizes on a user’s previous activity to make sure they return to your product page. Discover the several benefits of implementing this strategy.
It’s More Personalized
Say you’re a shoe retailer conducting a PPC campaign for keywords like “men’s basketball sneakers” and “women’s running shoes.” You can attract your audience through these broad searches, but dynamic remarketing allows you to hone in on a consumer’s interests by advertising a product they’ve already viewed on your site.
For example, a banner ad that matches the keywords “women’s running shoes” will cause a shopper to browse your products and even spend time on a product page for a pair of medium-width running shoes available in purple and white. Should the user leave your site without purchasing, they’ll later receive an ad displaying that same pair of shoes instead of a generic pair that shows up in all of your Google display ads.
It Promotes Higher Conversion Rates
Achieving a high conversion rate is one of the toughest parts of digital marketing for e-commerce businesses. Other methods, like pay-per-click ads, can be hit or miss when it comes to conversions. Dynamic remarketing, on the other hand, focuses on customers who already showed some interest in your products or services.
By sending them custom ads about products they like, you can increase the chances that the ad will lead to a sale.
It Automatically Collects Product Data
As long as you have a robust product feed within Google Ads, the platform will take care of creating personalized ads for you. This saves you time and effort in your digital marketing campaign without compromising your customers’ interests. Google Ads automatically compiles key information like product IDs, prices, and images to show consumers in an ad that’s relevant to them.
Importance of Using Dynamic Remarketing in Your Digital Marketing Strategy
Say your current marketing strategy primarily involves search engine optimization and content marketing. These methods can help you hone in on certain keywords you want to rank for in a search and draw organic traffic to your site. However, pay-per-click ads can expand your audience and produce higher page views.
You can take your business to new heights when you go even further. Creating personalized ads for consumers who previously viewed your products can give them the final push they need to make a purchase. Why is this so important for online retailers today?
Consider the following statistics about e-commerce digital marketing:
- Global e-commerce revenue is expected to exceed $1.3 trillion in the coming years: Retailers must capitalize on the unprecedented growth of e-commerce and deter buyers from the competition.
- 97% of Americans own a smartphone: They can easily search for and purchase products at their fingertips instead of traveling to a brick-and-mortar location.
- 81% of consumers research a product online before purchasing it: Retailers need to create digital advertisements that compel customers to buy their products.
You must cultivate a well-rounded digital marketing strategy that attracts paid and organic traffic and generates conversions. When you implement dynamic ads that target a subset of interested consumers, you can boost your revenue and not miss out on major sales opportunities.
Dynamic Remarketing Best Practices
How can you ensure your remarketing efforts increase your e-commerce revenue? Your business should follow a few best practices for the greatest chance of success. Incorporate the following tips in your campaign to retain customers and increase your sales.
Provide Accurate Product Data
If a customer quickly glances at a product page, they may not spot important information like the price, available colors or sizes, and other fine-print details. They may then be prompted to return to the page when they see an ad for that product listing it as $50. However, if they get back to your site only to see the product is listed at $75, it could deter them from making the purchase.
Your product feed should always contain accurate information. Continuously update all product data so that customers don’t receive ads with false information.
Test Your Ad Copy
Experiment with the type of remarketing ad you want to show targeted customers. Google Ads offers a wide range of layouts that could lead to success. Test out different forms of ads to see which ones garner the best results.
Measure Traffic and Revenue Potential
Marketing professionals rely on key performance indicators to measure the success of an e-commerce advertising campaign. Track how much revenue you earn from returning customers along with other crucial metrics like their order size and value. You may find that your sales are exponentially higher when you toggle remarketing ads for customers.
Eliminate Exclusions
Don’t place any exclusions on your remarketing ads. Otherwise, you will drastically reduce your audience and limit your revenue potential. You have the option to lift exclusions on the following:
- Languages
- Geographic locations
- Website placements
Keeping your ads available to all customers increases your chance of successful remarketing. Ultimately, shoppers will research products based on their needs, making such exclusions irrelevant.
Create Messaging That Caters To Specific Groups
You can send a different type of ad to someone who added a product to their cart and then abandoned it versus someone who only viewed the product without taking further action. Tailoring your messaging for certain sets of buyers is an excellent way to make them feel seen and valued.
Consider making several types of remarketing lists that accommodate various consumers. You can create lists based on certain demographics, page activity, or even for those who view your best-selling items.
Frequently Asked Questions About Dynamic Remarketing
How Can You Optimize E-Commerce Dynamic Remarketing Ads?
You can optimize your e-commerce ads by following the best practices for Google’s remarketing campaigns. Promote a discount in your ads to retain more customers.
How Is Dynamic Remarketing Different From Standard Remarketing?
Remarketing refers to showing prospective and repeat customers ads about your products. Remarketing ads become dynamic when they center around a specific product they viewed before.
Elevate Your Marketing Strategy – Book a Free Consultation With Advertising Experts at Bear North Digital
Now that you’re well-versed in the basics of dynamic remarketing, why not use this information to increase your e-commerce sales? Bear North Digital’s team of marketing professionals can enhance your online presence by applying a Google ads conversion setup, PPC social media campaigns, and other strategies for success. Contact us today at (218) 216-8692 to schedule a free strategy session with our marketing specialists.
