Setting Up Dynamic Remarketing in Google Ads – Tips and Opportunities

Dynamic remarketing is recognized as a promising, natural way to return customers to your site. Most users are already tired of advertising that appears on the network on every site and often does not interest users, this option often becomes a real lifesaver for companies whose potential customers have not yet made a purchase. Why is this happening, and why is Dynamic Remarketing needed? IDA Agency will tell you in more detail.

Why is Dynamic Remarketing needed?

Google Dynamic Remarketing is one of the most convenient tools for entrepreneurs in the era of global online shopping. To describe briefly, it is a hint to users who have not yet bought a suitable product on the site.

Let's give an example: you are looking for a product using Google search. Then you get the most optimized sites in the results, and you visit them, but you don’t buy the product you want yet: there are many reasons for this customer behavior, from simple interest instead of the intention to make a purchase to dissatisfaction with the store service, assortment, prices.

What happens next? With configured product remarketing, the retailer of the products that interest the customer gets the opportunity to announce themselves to you. You will receive relevant ads about the products you viewed later when using Google services or the search engine.

Even shorter: if you were looking for a vacuum cleaner and did not buy it online, in the future Google will offer you ads for the sale of this particular model and related product categories, taking into account your geolocation.

Now imagine yourself on the other side of the screen (where you are): Adwords dynamic remarketing will help you retain the desired audience and return them to your site. At the same time, such advertising is much more profitable for you than other options, and the conversion is higher than in a standard advertising campaign.

What are the advantages of a remarketing strategy?

There are other advantages that Adwords dynamic ads can boast:

• Automatically updating advertising allows your audience to be aware of all promotions on products they are interested in, updates to your assortment, and other changes in your company if it meets the requests of potential customers.
• In addition, the company can offer discounts to those customers who have already visited the site but have not made a purchase using remarketing.
• Audience segmentation is an important feature, and in remarketing it provides a lot of possibilities, from identifying those who have already added a product to the cart but have not purchased it to selecting an audience by average check.

You can determine whether the dynamic remarketing tool is right for you using the Google Analytics report called Path Length. It shows the number of customer conversions during repeat visits of users to your site. At a rate of 30 percent and below, dynamic remarketing will be necessary. And at a rate of 50% and above, it will not be superfluous.

Dynamic remarketing is a simple and effective way to tell about yourself to those people who feel the need for your products. And with the help of the IDA agency, you can use this marketing tool accurately and effectively.

And in order to understand what exactly you will get if you use Google dynamic ads, let's look at how to configure them. We offer you to order contextual advertising and Dynamic Remarketing settings, but at the same time we always reveal all the cards to our clients so that you understand from "A" to "Z" all aspects of our work.

The essence of the dynamic remarketing strategy remarketing

In general, the entire strategy used by dynamic remarketing settings can be divided into 5 steps:

• First, a remarketing script is developed;
• Then you need to prepare your product feed, which will be shown to users;
• After that, a special tag is installed with the specified parameters of products and pages;
• The audience for your future ads is formed;
• The dynamic ads themselves are formed.

You can configure dynamic ads in several ways using Google's business tools. The strategies for working in this case will be similar, but there are also differences. Let's talk about them in more detail.

Dynamic remarketing scenario options

Since customer intentions and actions may differ, the tools for encouraging them to purchase products from you should also differ. In dynamic remarketing, such tools are regulated by scenarios, of which there are many, but the main ones are:

• Arouse the interest of customers who have already viewed products on your website, but have not yet made a choice.
• Attract those who were going to buy a product, add it to the cart on the website, but do not complete the purchase.
• Show users products in a related category or the same category as those that interested them.
• Suggest to buyers what additional products they may be interested in.
• Offer customers consumable products for the operation of the main product that interests them.

There are many scenarios, and using the standard AdWords tools, you will choose the right one for your needs and desires.

Material on the topic: How to set up Google Shopping

Setting up Google Ads dynamic remarketing using GTM

Setting up dynamic remarketing via GTM is an algorithm of actions that all retailers can use. Its versatility determines the popularity of this setup method, as it transfers dynamic parameters to Google Analytics or Google Ads. Our company prefers the second option because of its convenience.

To set up Google Ads dynamic remarketing using this method, you will need to check whether remarketing options and Google Analytics reporting related to advertising are connected to your account. Then you should also link your GA and AdWords accounts.

Tagging is the foundation of your strategy

Once your feed is created, you need to upload it and configure it via Google Merchant Center. One convenient option is that if there are errors in your feed, AdWords will notify you and generate a report. A small number of errors can be corrected directly in the field, but if there are a lot of them, it is easier to rewrite the feed and re-enter it.

The next step is to place the dynamic remarketing code on the pages of your online store. You need to place dynamic remarketing tags on the pages that you want to analyze. First, in AdWords, in the general library, find the “Audience Manager” submenu, and in the next category, select AdWords Tag. Here you will need to define dynamic parameters that depend directly on your field of activity (you can choose 1 of 9 possible options, including a special feed).

After updating the tag, you need to put it in the code of your site and set dynamic parameters in Google Tag Manager. There are not enough tags to set up, you need to define the audience reach. You can limit yourself to the standard AdWords list (it is created automatically and contains data from customers who were interested in certain products on pages tagged with remarketing tags). Or you can configure the lists yourself in the main AdWords settings.

All parameters have already been entered, and you can create a new AdWords advertising campaign to get started. This procedure is standard, but do not forget to add the information about your products collected in the feed to dynamic ads and define the audience (standard list or generated for you), as well as determine the type of ad (there are several formats to choose from in which your ad will be shown to users).

So, we showed you how to set up dynamic remarketing in general, and when using the capabilities of GTM in particular. Let's take a closer look at how to use the Google Merchant Center tool for such campaigns.

Set up dynamic remarketing through Google Merchant Center using a custom feed

Google Merchant Center also allows you to set up remarketing ads. Merchant Center dynamic remarketing is not set up in your account, you need to use a special feed.

For it, you need to use the following mandatory parameters:

• A unique number that identifies the product on your site (ID parameter);
• Title — product name;
• Price — current product price;
• Link to the product image (Image);
• Final URL, which the user will go to when clicking on the advertising bar, banner, or image.
• Availability of the product at the time of viewing the ad;
• Product status.

We have already described above how to implement a feed-in AdWords, with a special feed, do the same. The rest is left to the little things: the campaign, its correct settings, and the choice of potential customers and ad type. Dynamic remarketing through the Merchant Center will begin its work.

Material on the topic: How to control and optimize advertising campaigns in Google Ags

You've set everything up, but dynamic remarketing isn't working — what to do

There are situations when it seems, you've entered everything, and taken into account all the features of the settings, but ads are still not being shown to users, conversions are not growing, and there is no effectiveness. First of all, you need to start looking for errors. Most often, these are the following problems:

• The product identifier is not specified in the uploaded table;
• The feed contains an incorrect link to the product;
• The data collection parameters in AdWords are violated (check compliance and operability in the "Audience Sources" section);
• The advertising campaign is disabled or not activated.

It also happens that you have already eliminated these errors, our best advice is to contact AdWords technical support.

Conclusions

Dynamic remarketing provides an additional opportunity to develop your business via the Internet. It will not only help to return to the site those customers who never made a purchase but will also interest people who could not find the right product from competitors.

You can configure the dynamic marketing tool using several configuration options, based on your capabilities and the Google resources involved. You can easily set up an advertising campaign on Google and show your customers useful advertising with current prices, an updated assortment, and relevant positions. Our company will be happy to help you adopt this Internet marketing tool and help you create an effective advertising campaign that will bring you income and a target audience to your site.