Dynamic retargeting with Google Ads - step by step

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With your advertising you don't want to reach just anyone, but ideally meet people who have already looked for your services. Dynamic retargeting with Google Ads gives you all the tools you need to find your site's visitors and send them exactly the ads they really interesting are.
Since it is of course also in Google's interest that your ads are as optimized as possible with the search engine giant, retargeting with Google is entirely simply and also Possible without external tools. Only implementing it in your website code can be technically challenging.

What does dynamic retargeting or remarketing mean anyway and why is it so important?

Most customers will not buy on their first visit to your website. The Survey from Criteo shows that it's around 98 percent of all visitors who don't pull out their wallets the first time they visit a website. You have to get the overwhelming majority back on board and do the best most personal and relevant means for this are personalized advertising campaigns.

The classic way to do this is to add visitors to user lists by marking them with a cookie. Advertising campaigns that match the target group are then displayed, and this is how you show visitors relevant products, current special offers or create Brand Awareness.

With dynamic retargeting, you can serve ads to your customers in a more personalized and appropriate way.
(Image: criteo.com)

Dynamic retargeting provides even greater personalization by using the pages and products viewed on your site to create appropriate ads.

That customers looking for bathroom accessories at a large mail order company are more interested than those looking for game consoles is obvious.
Dynamic remarketing enables your company to respond according to a any large target group actually Display relevant content and to remain in the memory for a long time. Plus, you can let ads and campaigns scale with your inventory. Google even offers you predictive tools to estimate the success of a campaign in advance, allowing you to optimize layout, ad platform, or target audience before you've spent a dime.
Technically, dynamic retargeting works through a dynamic remarketing tag.

Step by step from dynamic remarketing tag to personalized ads

What you need to get started

Product and service feed - In this feed, you first create a well-arranged library all your products and services including prices, images and IDs into the shared libraries in your business data.
Merchants use the product feed in the Google Merchant Center.
These feeds are the basis for dynamic retargeting and the pool from which Google Ads draws for ads.

Unique tags - Next you need a dynamic Remarketing tag for each (relevant) page on your website. This tag is implemented in the code of your page and assigns visitors to unique remarketing lists. In the "Target Groups" you can clearly see and create how you want to define individual groups.

Responsive ads - To provide a consistent aesthetic across all platforms, display ads are adjusted to the output device and your assets are shifted where appropriate. Ensure that relevant image and text information is included throughout displayed clearly visible can be.

Dynamic customer acquisition vs. dynamic remarketing

Google offers you two different options to optimize your RoI via dynamic remarketing tags. Remarketing targets existing customers and visitors to your website, who should generate higher sales through customized Google Ads.
The dynamic customer acquisition on the other hand Targets new customers You can also use target groups that are not (yet) included in your remarkerting lists. This provides you with a quick start when you are just launching your first store. For this, Google uses AI-based processes and combines demographic data of potential customers with the products from your line-up.

Use parameters correctly

The interesting thing about the dynamic remarketing tags are the different parameters, which are integrated into the code and give you a quick insight into the intentions of website visitors.
These include, for example:

The page type - Have customers looked at a product page, your home page, the masthead, delivery terms, special offers, etc.?

The individual ID - Hereby you provide all your products with individual IDs, so that you know exactly which product pages were called.

Date and times - These values are not relevant for all companies, but in the travel industry, for example, it makes a big difference in which time period potential customers want to travel.

The shopping cart - This parameter indicates that an item has already been moved to the shopping cart.

The purchase - Likewise, there is a parameter that registers the purchase of an item, which can be used in remarketing for matching and complementary products, for example.

Local Deals - This parameter is specifically adapted to local trade, but also uses product IDs.

This is only a selection of potentially relevant parameters. The complete overview of all parameters contained in tags provides you with the Google Ads Help.

The five automatically created remarketing lists

Google Ads automatically creates 5 lists on which users can be found who have collected at least one dynamic remarketing tag.

  • List 1 - all users who have visited at least one page with dynamic tag
  • List 2 - Users who visited different product pages
  • List 3 - Users who have taken a closer look at a specific product
  • List 4 - The product was already added to the shopping cart here, but the purchase was canceled
  • List 5 - Here you will find only completed purchases

Create campaigns and ads

You create dynamic campaigns via the display network with the Remarketing setting. In addition to language, region, and budget, select the appropriate product extensions and define the appropriate user group. Create keywords to better index your campaigns.

Create ads via Ads and Extensions with a click on the "+". Select Responsive ads and add images and texts. Google Ads can also give you suggestions that you can modify.
Via Evaluate and Exit you check the displays for all display shapes and save them afterwards.

Conclusion - Find the right customers again and again and again

Creating dynamic tags for your retargeting may take some effort, but it's definitely worth it. Potential customers will receive ads and offers that make a difference to them. have real added value and you can give all website visitors a Offer personal experiencewhich is otherwise reserved for retail stores and their regular customers.

In our free downloadable whitepaper you will not only learn more about the technical aspects of dynamic retargeting with Google Ads, but also comprehensive background information about online marketing and your digital questions.
Get started now and make a non-binding consultation appointment.

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