Have you effortlessly been browsing the web for your next item, before leaving the retail site to browse your social media, only to find the item have followed you in an advertisement – reminding you you’ve forgotten them? That’s dynamic remarketing.
Dynamic remarketing has gone ahead of standard remarketing by showing your prospects tailored advertisements containing specific products and services they have viewed. It aims to keep your brand relevant by bringing them back to your website to complete their purchase, as people who have already shown an interest in your product or service have a far higher chance of converting.
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What is Remarketing?
Remarketing is a way to reach out to customers who have previously visited your website with banner ads. When a customer visits your site, they are tagged with a special cookie allowing you to advertise to them online. This means you get another chance to convert them into a sales-lead!
How Does it Work?
It involves the use of cookie. like when you visit jumia.com.ng, viewed an item lets say wrist watch and you left to visit Facebook. Then waola! You start seeing the wrist watch you viewed with other wrist watches you may like.
This will allow Jumia to deliver an advertisement to the tagged “site visitors”. You can even segment visitor groups based on the pages they visited to show them highly-relevant ads and increase repeat visits to your site.
Benefits of Retargeted marketing
1. Stay Engaged with Your Target Audience
2. Increase Brand Awareness
3. Increase Conversions on your Website
4. Attract your Competitors’ Customers
Setting Up Dynamic Remarketing Campaigns
Dynamic remarketing can be applied to Google’s search and display networks. But as dynamic remarketing is more associated with display we’ll concentrate on that.
The first thing needed is the piece of Google remarketing code (also called a ‘tag’) inserted into your website coding. Google has a pretty good guide on how to do just that.
The tag works using cookies to remember something about the user at a later date. After a prospect browses your website, you will be able to show them targeted ads based on their behaviour and certain actions they have performed on your website.
What To Do With The Data
The moment you have all the data in your database, go to your Google AdWords account and begin creating specific remarketing lists,based on the actions available to you. These remarketing lists will then have enough data for you to be able to create your dynamic display remarketing ads.
For those businesses interested in increasing their brand recognition and also converting those elusive, first-time visitors into leads, and sales. Apply retargeted marketing to your marketing mix.
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