By Sarah Reed

Ever wanted to target customers in a unique way? Good news, dynamic remarketing is now available to all users that have a Google Merchant Center! Find out more about setting it up here.

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Dynamic Remarketing: Driving Conversions In A Creative Way

We all know that every customer is unique, from their interaction on the web to the products they purchase. We also know that consumers like to browse and compare prices before buying. Don’t we all?

With this in mind, wouldn’t it be great to target those customers that visited your site, browsed, but then left without converting? Wouldn’t it be even better if we could show them an image ad of not only the item they viewed, but similar items too? This would reinforce not only the brand they looked at but the product they viewed. A great way we can achieve this is by using dynamic remarketing, which is now available for all customers that have a Google Merchant Center. By using this, we can acknowledge the fact that they are a unique customer, and thus they will be targeted uniquely. For example, a customer who had purchased football boots might then see an ad with footballs, socks and shorts. Similarly, a customer that viewed a page of dresses might then see the dress they recently viewed and the price, as well as other comparable dresses.

What Is Dynamic Remarketing?

Dynamic remarketing is a form of remarketing used to entice customers with customized ads based on their past actions on a site. These ads are compiled from the products in your feed that sits within your Google Merchant Center. This same feed will also be used for Product Listing Ad campaigns and Google Shopping.

Here’s an example of a dynamic remarketing image ad:

Dynamic remarketing ad

Dynamic Remarketing - The Set Up

Firstly, you will need to get the dynamic remarketing tag created. You can do this by setting up a new campaign; make sure you have set it as remarketing and what you’ll see is this:

dynamic remarketing setup

Now that you’ve got to that stage make sure you opt for dynamic remarketing. The email address you’ve requested the tag to be sent to should be yours, or one of your web developers.

setup dynamic remarketing part 2

Your tag should contain this:

<script type="text/javascript">
var google_tag_params = {
ecomm_prodid: 'REPLACE_WITH_VALUE',
ecomm_pagetype: 'REPLACE_WITH_VALUE',
ecomm_totalvalue: 'REPLACE_WITH_VALUE'
};
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_conversion_label = "YYYYYYYYYY";
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;

As you can see the tag includes custom parameters, which is the only way for Google to dynamically send values to your AdWords account. Google does this by utilising the items in your Google Merchant Center and matching that with the data provided by your dynamic remarketing tag installed on site, such as the ID of the product that the customer looked at.

The dynamic remarketing tag is similar to a remarketing one, so you’ll need to add it to all webpages between the <body> and </body> tags on your site. To check that the remarketing tag has been implemented correctly, you can view your list size in the audiences tab and you can also use Google Tag Assistant (a Chrome extension) to check your website.

The Next Step – Getting Creative With Your Ads

The great thing about dynamic remarketing is that you can use the Display Ad Builder. So you needn’t worry about hiring a graphic designer, you can simply create those ads yourself.

To design an image ad, all you need to do is upload your logo in the Display Ad Builder and then get creating. There are over a dozen templates to choose from; I would recommend choosing a different template for each ad group. Moreover, you’d want to test the various ads to find which ones have been the most compelling. If there’s a specific ad design that’s storming ahead with conversions and a good CTR, then you know what template to continue using!

There are many ways that you can make sure your ad is unique. When designing your ad, make sure you're giving the customer as much choice as possible and include clear calls to action. If your company has free express delivery, make sure that's promoted in your ad copy. Do you have a sale on? Make sure that message is delivered in your image ad. For example, you might find that a customer wanted to purchase an item but feared it was too expensive, so inform them about the offer that stands; there'd be no reason not to convert!

Final Step – The Launch

Now you should be ready to launch your dynamic remarketing campaign. Before you do, make sure all your settings are correct. Have you set your frequency capping? I'd recommend you limit this to 5 times a day, as you don't want to annoy your customers! Have you made sure that your feed is up-to-date with the products you have in store, as you don't want to be missing out on conversions! Are your bids high enough? Have you set up your remarketing lists correctly?

Settings checked? Now, you’re ready to target users in a unique way. Let us know how you get on!

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