Adwords Dynamic Remarketing: Advertising That Will Rock With eCommerce

By Scott Garrett | Aug 9, 2013
More Articles by Scott


I have been writing a lot lately about features in Google Analytics and Google Adwords that can benefit eCommerce websites (you can check those out here, here, and here), and this post is no different (don’t stop ’til you get enough!).

Whether you work for or own an eCommerce site, you know that increasing revenue and decreasing cost is critical to success. Thankfully, once again Google has created a service that makes it cheaper and easier to target consumers that are most likely to purchase your product; thereby, decreasing your advertising costs and hopefully increasing your revenue. I am, of course, talking about dynamic remarketing for Google Adwords, which was recently released out of beta two months ago. While Google Adwords remarketing (which allows you to exclusively advertise to people who have visited your site) certainly isn’t a new method of advertising to consumers; dynamic remarketing makes it that much easier and cost effective.

Adwords Dynamic Remarketing

Dynamic remarketing allows you to easily deliver highly relevant ads to specific areas of your target market. This allows you remind shoppers about products they have viewed on your site or even products that were in their shopping cart that they did not purchase. Remarketing in general enables you to reach an audience that has already shown interest in your products, and it is significantly less expensive than traditional search ads.

Remarketing in the past required you to manually create unique ads for each one of your products – allowing you to remarket that specific product to users that visited that product page. While that might be simple for a site with a couple dozen products, most eCommerce sites have hundreds if not thousands of products. Creating unique ads for all those products would be time-consuming, costly, and more than likely drive you off the wall.

Dynamic remarketing solves this problem by automatically creating unique ads for each one of your products based off a pre-determined template that you customize to meet your branding and aesthetic needs. The ads look like this:

AdWords Dynamic Remarketing Ad Multi Product LayoutAdWords Dynamic Remarketing Ad Card Stack

But how does Google know when a customer visited the page for product X vs. product Y? And for that matter, how does Google know what product X or Y is? The answers are simple: unique remarketing code and the Google Merchant Feed.

The new dynamic remarketing code only requires you to add a couple unique parameters to your current Adwords remarketing code. These unique parameters allow Google to communicate with your Google Merchant Feed (a list of all your products sold on your site, and their key distinguishing features such as product name, product category, and price)  to determine the product that should be advertised to that user when you remarket to them. Don’t have a Google Merchant Feed? I can’t help it, but this is actually required for dynamic remarketing. However, setting up a Google Merchant Feed is fairly straight forward and will allow you to advertise with Product Listing Ads on Adwords.

Dynamic remarketing ads not only contain details about your product like name and price, but they also include an image of your product. Displaying an image of the product that a user has recently viewed can be quite powerful in convincing them to click on the remarketing ad and make them reconsider purchasing the product. Google has stated that some websites have seen “clickthrough rates which were as much as a 450% higher from dynamic remarketing campaigns vs. campaigns that did not use dynamic creative for remarketing.”

It is clear to see that dynamic remarketing for Google Adwords is a great tool for eCommerce websites to easily remarket products to potential customers, and if used correctly increase your clickthrough rate, drive down advertising costs, and increase revenue.

As a final note, I have inserted the names of three Michael Jackson songs in my above post, and they are all from one album. Good luck finding them!

Have you ever used remarketing campaigns for your eCommerce site? Comment below and follow me on Twitter @ScottGarrett89.

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