Remarketing with Google AdWords is one of the best ways to get old website visitors back to your website by showing them custom ads targeting their interests. Remarketing is a powerful way to convert one-time visitors to buyers. It’s one of the most magical ways of marketing, gathering passive information about visitors to make it easier to sell to them in the future.
Whether you have been remarketing with Adwords for years or days, you should know the difference between dynamic remarketing and traditional remarketing and the benefits of each.
What is Traditional/Static Remarketing?
When using AdWords for remarketing, you will usually send ads out to a broad audience, such as everyone who viewed one product category. Before dynamic remarketing, it wasn’t time effective or financially wise to try to remarket to each person depending on the specific item or page they viewed, especially if your site has thousands of pages.
Traditional/Static remarketing usually means you send everyone who viewed one broad area, such as a category, to a landing page. This often results in sending a visitor to a landing page that contains information they aren’t interested in. As a result, they may end up clicking away.
What is Dynamic Re-marketing?
Dynamic re-marketing was formed recently as a solution to the problems that come with traditional re-marketing. It allows you to re-market in a more specific way, sending visitors an ad that shows the specific product or information about the specific page they viewed on their first visit.
Basically, dynamic re-marketing allows for personalized marketing, which gives visitors exactly what they want and nothing more. More personalized marketing typically results in a higher ROI because there is a simple solution offered for the consumer’s problem or need.
Dynamic re-marketing works by first making sure your product information is uploaded to the Google Merchant Center. Once someone visits your site and looks through your product, they are added to your re-marketing lists. Using the information from the Google Merchant Center, you then display ads that are related to the products they viewed and only the products they used.
The main thing that sets dynamic re-marketing apart from traditional re-marketing is that “instead of picking one of your re-marketing lists and showing an ad based on the ad groups you create manually, Google will instead show the most relevant products from your Merchant Center feed based upon where users were on your site when they receive the dynamic re-marketing cookie.”
Despite the smaller audience per ad, has been shown that the results of dynamic remarketing are extremely positive:
- Conversion rates with dynamic remarketing are three times that of traditional remarketing
- ROI will increase up to 300% with dynamic remarketing
- CTR is boosted up to 7 times with dynamic remarketing ads as opposed to traditional ads
- Revenue from dynamic ads has been known to triple compared to traditional remarketing ads
When tested, it is certain that dynamic remarketing ads perform better than traditional ads. However, they are more complicated to set up. The remarketing tags have to be adapted in order to include details that are specific to each user. There are resources to help with creating custom tags, but it can be a difficult and time consuming process.
Our Suggestion: Consider reading 5 Adwords PPC Secrets to Get More Conversions and 10 Common Adwords PPC Mistakes that Small Business Must Avoid to make your PPC campaign more effective.