Dynamic remarketing to increase online store sales

How many days pass from the moment you got fired up to buy yourself a new phone or laptop to the moment you buy it? Often, such a decision is not made in a few minutes, because for this you need to consult with friends, read, compare, etc.

Looking for the information you need, you visit many sites, which then catch up with you with their advertising. This is remarketing.

What is it like?

Remarketing is advertising aimed only at users who have already visited your site.

It is of two types:

  • regular – we show to certain or all visitors who have been on the site a banner with a branded advertisement or an advertisement for a product category that they have visited;

  • dynamic remarketing – we show the user a banner with a product or products that he viewed on the site. It is often more effective than the usual one, since the user sees a photo of an already viewed product.

For most online stores, this type of advertising is a must have. And to be sure of this, you should look at the report on how long users make a purchase decision. To do this, go to Google Analytics in the “Time to conversion” report.

You should definitely pay attention to conversions, which are also taken into account for the period of time for which we look at the statistics.

This report shows that on the first (zero) day, only half of the users make a purchase. The conclusion is obvious – you need to run dynamic remarketing.

So, to configure it you need:

  1. Install a dynamic remarketing code on the site.

  2. Create a product data feed.

  3. Create a dynamic remarketing ad campaign.

The dynamic remarketing code can be found on Google Ads.

To do this, go to “Tools”, then – “Audience Manager”.

Then go to Audience Sources and click on Customize Tag in the Google Ads Tag section.

We select “Collect special attributes or parameters to personalize advertising”, in the “Type of activity” we mark “Retail” and go to the next step.

At this stage, we are provided with the code that needs to be passed to the developer.

Or on the second tab, we can immediately send him a code with installation instructions directly to his e-mail.

After that, a standard set of audiences will be automatically created in the “Audience lists” tab:

Data feed

If you already have Google Shopping running, then you can skip this step, since you already have a data feed and it is uploaded to the Merchant Center.

What is a feed? In fact, this is a price list of your products with information about them:

– Product Name,

– product description,

– price,

– link to the product,

– link to the product image, etc.

Thanks to this feed, dynamic ads with goods will be generated.

Where can I get it? We draw up the technical specification for our developer.

Terms of reference for a programmer on the formation of a data feed for Google Merchant Center

It is necessary to create a data feed in xml format, which will be generated upon his request or once a day and will be available via a direct link.

More about formats

Feed specification

Also, for all products that do not have a GTIN or MPN, you must set identifier_exists with the value no.

You need to put google_product_category under all categories, you can find them by the link

After that, you need to register in the Google Merchant Center and upload our feed to it.

We go to the site, go through the registration and the procedure for confirming the rights to the domain of your site. Then we load our feed and wait for it to be moderated. The interface of this tool is very simple, so it’s not difficult to understand it. You can read more about how to work with the Merchant Center in the article.

After uploading your feed, you need to link your Merchant Center account to your Google Ads account. You can do this by sending a request from the Merchant Center:

After that, enter the id of your Google Ads account and send a request. We go to the advertising account and confirm it here:

The final stage will be the creation of the advertising campaign itself in Google Ads:

  1. Click “+” and select “New Campaign” in the “Campaigns” section.
    Next, select the type of campaign “Display campaign”, the subtype – “Standard display campaign”.Specify the link to the site and click “Continue”. After that, fill in all the fields, such as name, location, languages, budget, etc. At this stage, difficulties should arise. When choosing audiences, you can select users who have viewed products on the site or visited the cart page.In the automatic targeting section, indicate “No automatic targeting”, in the “Dynamic ads” section, select the feed that we uploaded earlier to the Merchant Center from the list and proceed to creating ads.

    Create ads

    It’s very easy to create a responsive ad: just write a few lines of text and add a logo and image in two formats:

    Horizontal image (1.91: 1): 1,200 × 628 (minimum size 600 × 314, maximum file size 5,120 KB).
    Square: 1,200 × 1,200 (minimum size: 300 × 300, maximum file size: 5,120 KB).

    Horizontal image (4: 1): 1 200 × 300 (minimum size: 512 × 128, maximum file size: 5 120 KB).
    Square: 1,200 × 1,200 (minimum size: 128 x 128, maximum file size: 5120 KB)
    Note. It is not recommended to use only horizontal logos as this can reduce the reach.

    At this stage, the campaign is ready!Everything is not as complicated as it might seem at first glance. Try, test different options for audiences and ads, compare, optimize and get more sales!

    Dynamic remarketing is almost always a must have for online stores. It allows you to return users to products that they have previously viewed on your site. For it to work, you need to install a special code on the site and generate a feed.

    You can read about how to set up dynamic remarketing in Facebook Ads in the next article.

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Lane Derrick

My name is Lane Derrick, back in 2014, he began to take an interest in SEO and webmastering, and started real projects six months later. For 6 years of practice, skills were formed that I use to this day. The main activity is website promotion and contextual advertising.

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