Did you know 97 percent of first-time visitors to an e-commerce website do not make a purchase? However, these lost visitors do not have to forever disappear into the internet abyss. Dynamic remarketing campaigns work to recover lost prospects with targeted ads.
What is Dynamic Remarketing?
Remarketing, also known as retargeting, aims to re-engage potential customers who have visited a website and then moved on to something else. You have probably seen these types of ads follow you around the internet as you surf from page to page.
Dynamic remarketing is a digital marketing tactic that takes regular remarketing a step further. It shows previous visitors ads for the very products and services they recently viewed on your website. It helps to close deals by giving visitors a direct path back to your site to complete a purchase.
Why Dynamic Campaigns make Good Business Sense
1) Recapture Lost Visitors
Dynamic remarketing is effective, because it shows people ads for products or services they may already be interested in. It works to recapture four types of lost visitors:
- People who viewed your site
- Those who visited your site and viewed a product
- Visitors who abandoned a shopping cart
- People who purchased products
Since these people are already further down the sales funnel, they can be easier to convert into paying or recurring customers.
2) Utilize the Google Display Network
Google currently offers the best exposure to a business’ ads. The Google Display Network includes prominent web properties, like Google Search, YouTube and Gmail.
The Display Network reaches over 90 percent of the people who use the Internet, including:
- Websites
- Mobile apps
- Video
- Content
3) Target Ads based on Demographic Data
With remarketing ads, you can specify criteria for your target audience, so you can get the best return on investment.
Dynamic remarketing campaigns work well for two reasons:
- The ads are shown to people who already are familiar with a website
- They are targeted to potential customers based on demographic data
4) Place Competitive Ad Bids
Google also has a Conversion Optimizer feature that uses tracking data to monitor user behavior from their first click to a final purchase. The data allows you to make the most of your ad budget by helping to avoid over-bidding.
- Create cost-per-acquisition goals
- Set a maximum ad spend
- Identify trends
- Adjust campaigns based on performance
5) Utilize Comprehensive Analytics
Dynamic remarketing campaigns use tags that track visitors’ internet activity. For example, you could target a list of people based on which page of your website they have visited.
You can analyze relevant data, including:
- Impressions
- Clicks
- Costs
- Revenue
You can then the use analytics to monitor the online behavior of your target audience to improve or even scale your marketing campaign.
Dynamic remarketing is one of the most effective forms of online advertising, because it lets people pick up exactly where they left off. Your ads act as a reminder to the 97 percent of consumers who may have simply got sidetracked before making a purchase.
