This week’s HoA (Hangout on Air) series installment was delivered by Google’s Charles Lorigan and Don McCormack. Today’s blog post focuses on not only understanding what dynamic marketing is, but also the import role it plays towards achieving your marketing goals.

What is it?

Google simply state that remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing is an extension of this, allowing you to show previous visitors ads based on specific products or services that they have viewed on your website.

Example of Google dynamic remarketing ad

Why is it so important?

Consumers, now more than ever, are spending upwards of five hours per day online and with this, they expect a more personalised experience with

54% of consumers consider ending a relationship with a retailer if they fail to deliver something tailor made…

rather than delivering generalised content. Dynamic remarketing allows you to deliver tailor made ads to customers which help create a stronger connection.

Don goes on to explain that

…users do not convert on their first visit to a website…

With industry figures identifying that 96% of visitors leave a website without converting. Furthermore, 70% of users abandon shopping carts without purchasing and almost half (49%) visit an average of 2-4 sites before completing a purchase.

With figures such as these, it’s easy to see why Google spawned the idea of dynamic remarketing to give retailers a second chance to re-engage with customers. Dynamic remarketing delivers the tailored content that consumers so desire and during the testing phases, proved itself by delivering double the conversion rate.

How does it work?

The process if very simple. The user will view a product on your site and may go as far to add that product to the shopping cart. Google will then track that user through its remarketing tag in analytics to record the products viewed and the user who view it. The user is then targeted with dynamic ads across the GDN (Google Display Network) showing them relevant products and prices that the user recently viewed.

How does dynamic remarketing work?

So, how do I get it?

Charles and Don also covered

  1. Implementing dynamic remarketing for your clients’ accounts (watch from 4 minutes 11 seconds)
  2. Optimisation of dynamic remarketing for improved performance (watch from 7 minutes 20 seconds)

If you’re still struggling with setting up your remarketing and dynamic remarketing campaigns, feel free to reach out for more advice.