Dynamic remarketing: get more from existing website visitors
Dynamic remarketing is the holy grail for e-commerce parties looking to get more out of their existing Web site visitors. In this article we explain what dynamic remarketing is, how to implement it and how to check if it works. So that you can then start getting more out of your existing Web site visitors yourself.
What is dynamic remarketing?
Dynamic remarketing is about ads that automatically return products that a person has recently viewed on a website. It is a common form in Google advertising, Facebook advertising and Instagram advertising. It is often used alongside prospecting campaigns, in order to get more from existing website traffic. Because the ads are based on the actual products that visitors have viewed, we see that the Return On Ad Spend (ROAS) is often higher than with prospecting campaigns. This makes dynamic remarketing a highly desirable addition to your ad campaigns.
How do you implement it?
The implementation of dynamic remarketing is essentially simple; it consists of the following basic requirements:
- The moment a website visitor visits a product page, the datalayer must fire in the product ID for that product.
- A visitor’s product ID and behavior is passed along to ad pixels (for example, the Google Ads or Facebook Ads pixel).
- The product ID should be reflected in the product feed available to advertise on the various channels.
If these prerequisites are met then dynamic remarketing can be deployed. The example below visualizes these steps with a client of ours:
Step 1: Datalayer at visit product page, contains prodid with value 3544
Step 2: The Google Ads remarketing tag captures this behavior and understands which product was viewed.
Step 3: The product ID appears in the product feed.
Once these steps are in place, you can start working on a dynamic remarketing campaign.
How do you check if it works?
The moment the product ID is properly captured in, say, the Google Ads pixel, you will see this behavior reflected by the number of hits with the e commerce product ID:
That way you can be sure it works and you can start setting up a dynamic remarketing campaign.
Conclusion
Dynamic remarketing offers great value for e-commerce parties looking to get more out of existing Web site visitors. In general, we see a higher ROAS than prospecting campaigns. Implementation is basically simple, but can vary greatly from platform to platform. This article discusses the basic elements of dynamic remarketing. Want to make sure dynamic remarketing works? Then contact one of our data specialists and let us set it up for you!
