When first getting started with Google Ads for ecommerce, the thought of display advertising can be rather daunting. Display, even when limited, can spend its budget much faster than search, it isn’t regarded as being a high quality channel and everywhere you look you can find another horror story of display ads overspending and not converting.
So, why does most of the online retail industry swear by it?
Because they know how to do it right.
Dynamic remarketing is the smart older brother of display advertising, specifically created for online retail and product remarketing. The best part is, it’s really easy to get started. After implementing Google’s dynamic remarketing code on your website (not sure how to do this? Get in touch), you’ll be good to go. Now when users visit your website they’ll drop into one of Google’s many automatically generated audiences: Product Viewers, Cart Abandoners, All Visitors & Past Convertors (among any others you may want to define in Analytics!). You can choose any or all of the above as well as mix and match against whoever you want to target, but all of your selected audiences will see the same effect.
The objective of dynamic remarketing is to get customers who have not converted to return to your website and convert, or entice a repeat purchase from past convertors. These visitors to your website will have their activity tracked by Google Ads, the products they have interacted with being shown to them again as they navigate around the internet, with the ability to display any offers against those products directly on the advertisements themselves.
Dynamic remarketing is also a cousin of Google Shopping, shown above, but the difference between Google Shopping and dynamic remarketing is that dynamic remarketing displays products that your users have directly interacted with rather than simply made a general search for. This gives dynamic remarketing three great advantages over Google Shopping, at the cost of one disadvantage.
- known product interest
- audience is already engaged with your brand
- average lower CPC
While dynamic remarketing has the captive audience of your current and previous users who have engaged with your website and engaged with your product, as well as costing less on average per click, dynamic remarketing is only scalable alongside your own campaigns, whereas shopping has its own outreach.
Personally, I feel that the disadvantages of dynamic remarketing would only come to be an issue if the campaigns surrounding it are of poor quality, and as such I highly recommend it to any online retailer, especially in tandem with cart abandonment software.