Remarketing is an effective marketing technique that can be used to hold the interest of anyone who has previously visited your website.
It shows those visitors advertising from your company which can draw them back to your website and increase the possibility of making a sale.
There are two types of remarketing: standard and dynamic.
To make the best use of these marketing techniques and how to apply them, it’s important to know the difference.
What Is Standard Remarketing?
General ad remarketing using Google’s AdWords platform is a method of tracking website visitors so you can show them advertising later on in the hopes of bringing them back to your website.
It works with the Google Display Network and with AdWords for search ads.
When a user visits your website, they are tracked with a cookie that prompts the remarketing program to show them another of your ads later as they are searching the web or visiting other sites.
They see general ads from your website, such as promotions, or other compelling content designed to get them to come back and take another look.
What Is Dynamic Remarketing?
Although it only works on the Google Display Network, dynamic remarketing allows you to target recent visitors to your website and then show them ads of the specific products they looked at. Instead of more generic ads, you can target with more personalized and compelling ads.
Dynamic remarketing through AdWords allows you to show ads with more tailored content and messages, which is even more successful in converting previous website visitors.
In addition, the AdWords platform allows you to create ad feeds that the search engine will select from to show the best one to the user based on previous activity.
The search engine will also choose the best ad layout to present to the user based on demographics, viewing device, and ad placement on the page they are viewing.
Dynamic Remarketing versus Standard Remarketing
Because the program allows you to serve more personalized ad content based on what the user has viewed on your website, you must first create a feed of all the products from which the platform can pull content.
The feed must contain prices, product IDs, product images, and other important details and get uploaded to the AdWords platform so the search engine can then pull data from it.
Since the feed is taking information about individual products, all product changes must be made in the feed to ensure users see correct information.
The entire process does take longer than standard remarketing does; however, the more personalized messages bring in more conversions.
They show the user current information about products they had already shown an interest in.
Remarketing can be one of the best ways to re-capture an audience that showed interest but did not make a purchase.
Standard remarketing allows you to show general ads for your website when previous visitors search the Internet or visit other websites.
Dynamic remarketing with display ads shows these same users personalized content like the exact products they browsed over, reminding them that they still need to buy.
Used together, you have the greatest chance of converting potential or even previous customers!