In June 2013 Google launched dynamic remarketing for retail advertising clients with a Google Merchant Center account. Just recently, on October 1st, they launched the dynamic remarketing feature for all remaining advertising verticals including hotels, flights, real estate, finance, education, and more, according to the AdWords blog.
What is Dynamic Remarketing?
Dynamic remarketing enables advertisers to instantly create customized ads that follow users around after they visited a particular page on your website. Dynamic ads often include the content, product, etc. that the user was viewing before leaving your site. These ads can also include related products or services that a user might be interested based on the content they viewed.
Dynamic display ads can be created automatically using templates provided by Google. The ads are tailored based on segments you set up and on the products visitors viewed on your website. Audience targeting is easy to set up using the Similar Audiences tool (available to all AdWords clients).
The Impact of Dynamic Remarketing for Advertisers
Google’s introduction of dynamic remarketing across all verticals means the opportunity for advertisers to show even more targeted, highly relevant content to their target audience. Dynamic ads have been shown to decrease shopping cart abandonment and increase ROI. Google made implementing dynamic remarketing easy: a site-wide remarketing tag can be implemented quickly to start remarketing campaigns.
Results: According to Google, advertisers implementing dynamic advertising are already seeing positive results: 2x increase in conversion rates and 60% reduction in CPA on average.
Increase Conversion Rates on Dynamic Remarketing with Call Tracking
It’s easy to increase your dynamic remarketing conversion rates by including call tracking phone numbers in your ads. Users who see your ad can call the tracking phone number in your ad to get connected to your team immediately. Inbound calls convert to revenue 10x more often than web form fills, so whether the user is seeing an ad on a desktop device or a mobile device, making it easy for them to call will help improve your bottom line. Since mobile devices account for more than 55% of internet usage (CNN Money) it’s important to optimize for mobile, and make it easy for mobile users to connect with your business.
Remarketing is a great way to target customers who are already familiar with your product/service but have not yet converted. To learn more about remarketing tools and best practices, check out this blog on B2B retargeting.
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