Do you run an ecommerce business or manage an online store? Then this one is for you.
Statistics show that global online shopping cart abandonment keeps climbing and currently sits at 69.57%. Most of us have done it ourselves: browse a store for an hour, leave, promise ourselves we will come back later, and never do. For an online store that is a lot of almost-sales, and the hard part is getting those shoppers back to the final step.
What is dynamic remarketing?
Put simply, dynamic remarketing takes Google Ads a step further. Standard remarketing lets a website show tailored ads to people who visited before, such as cart abandoners and shoppers who viewed a product. Dynamic remarketing fills those ads with the exact products the person looked at, along with their prices and images. The banners then appear to that shopper across the Google Display Network.
Why should you use it?
Online retail is crowded, and a plain ad on a Google results page is often not enough any more. Plenty of stores are bidding for the same ad space. The ads that win tend to be the ones built for a specific audience, and remarketing is how you build them.
Say you are a real estate company selling condominium units. You can set the demographics for your audience and pick a group such as "people who viewed a particular apartment". Google then uses its behavioural data, your analytics and your tag to show those people ads for that unit, plus similar listings that might interest them.
The fun part is that you design the ads yourself. Google offers up to 15 ad layouts, and you choose the text, images and prices that go into them. You can match the look of your store, so the ad feels like a reminder from a shop the person already knows.
Here are 6 simple steps to create Google Remarketing
- Create a customised remarketing tag on your website that matches your product feed.
- Create the remarketing code.
- Set up a new remarketing audience list in Google Ads and choose your audiences.
- Create ad groups and assign each audience to the right group.
- Once the audience groups are in place, create your remarketing ads.
- While building the ads, pick the right layout, company logo, product images, prices and text.
Six steps sounds easy. Still, words like "Google Ads", "remarketing", "coding" and "analytics" put a lot of ecommerce teams off, and the setup gets skipped. That is a shame, because selling to people who already know your products is usually the cheapest sale you will make.
If you sell online and are not using dynamic remarketing yet, it is one of the first things we would set up.
At Relevant Audience we work on Google Ads, Google Analytics and dynamic remarketing, and we build websites for ecommerce companies. Contact our team to ask for a free consultation.
