Remarketing is a form of online display advertising which allows advertisers to recapture previously abandoned purchase intent. Unconverted visitors are brought back to the site with the help of relevant targeted creative.
Traditional remarketing allowed retailers to show ads related to their website to shoppers who have previously visited their site or purchased products from them. The level of customization was limited, with advertisers having to set up ads and tailor where and how they appear, much like Google Shopping platform. Google’s dynamic remarketing allows advertisers to target ads based on specific products and makes the management process much more intuitive with more automated elements. For instance, if you were browsing tote bags at Michael Kors website, you will be followed around the web with ads featuring specific products you were looking at, prompting you to re-visit the site and complete your purchase transaction.
Advertisers can target five types of visitor groups while setting up remarketing ads:
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All visitors: Targets all visitors who have come to your site
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Visitors but not Viewers: Targets visitors who did not view any specific products, who are targeted with the most popular products from your site
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Product Viewers: Targets people who have viewed specific products on your site, who are shown ads of the products viewed along with a set of recommended products based on their browsing behavior
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Shopping Cart Abandoners: Targets people who added an item to their shopping cart but left the site without purchasing it. Dynamic ads will prioritize items added previously to the shopping cart and will also feature a mix of viewed and recommended products
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Past Buyers: Targets people who have purchased products from you in the past who are shown ads that feature related popular products
Every customer is unique, and dynamic remarketing, unlike traditional remarketing, considers tailoring ads to individual needs and tastes instead of a generalized cluster of people. The results are out for everyone to see. Merchants have reported astounding conversion rates post-implementation of dynamic remarketing ads. For instance, Storkie, a maker of custom-printed invitations and cards, used dynamic remarketing to increase conversions. Post-implementation of dynamic remarketing, conversions grew 117% across Google Display Network, which was 203% higher than regular display ads and 119% higher than non-dynamic remarketing campaigns.
As the need for personalization and targeting for conversions increases, such advertising platforms are only going to gain further importance.
