Google has rolled out dynamic retargeting to all AdWords retail customers with Google Merchant Feeds. It is seen as another move of Google to improve its retargeting offerings and take on retargeting platforms like Mediaforge, Adroll, and Retargeter.
Google is also driving the piloting retargeting in the education and travel sectors & is planning to expand its availability in other sectors this year.
Dynamic retargeting helps in creating ads quickly as the product images are pulled from Google Merchant feed. The recommendation engine of Google determines the messages and products to be shown on the basis of an algorithmic prediction. The prediction is on the basis of the past actions of visitors on the website, which include products that were viewed, purchase history, related products, and top performing products.
For example, if a person is looking for handbags, the product recommendation engine will show the ads with handbags that were last viewed, other best seller handbags, and clutches.
You will be provided with multiple templates, which can be customized to reflect the design elements of the brand. Moreover, the layouts for each ad impression are automatically optimized.
In a pilot test, Google said that the Sierra Trading Post, outdoor gear & clothing retailer in the U.S. received double click through rate and the conversion rate also increased by five times.
The ModCloth template shows an ad of a recently viewed dress with price details along with other related products.
Apart from creating an “All visitors list” while setting up a dynamic retargeting campaign, Google also creates four lists reflecting four group of visitors.
General Visitors – People who visited the website but did not view a specific product. The ad will have the most popular products from the website.
Product Viewers – People who visited specific product pages but did not add anything to the cart. The ad will show products viewed by visitors and also mix some of the recommended products.
Shopping Cart Abandoners – People who added products to the cart but didn’t make the purchase. The ad will be a mix of items added to the shopping cart, a few other viewed products, and some recommended products.
Past Buyers – People who have purchased the products in the past. The ad will have popular items and the most commonly purchased products together.
If you want to use the feature, you will have to edit your existing remarketing tag, in case you are already using one. Or, if you want to use the feature, you will have to edit your existing remarketing tag, in case you are already using one. Or, you will have to add the dynamic remarketing tag generated by AdWords for your website across all the pages of the site and with several custom parameters.
When a visitor comes to your website, the remarketing tag put him/her into one of the remarketing lists and also associates the product ID with the visit. AdWords uses the product ID to pull out the product image, name, and price from the Google Merchant Center account & includes the information into the ad. For advanced bidding and optimization control, you can also add additional parameters to the tag.