Remarketing ads typically have a lower cost per acquisition, a higher click rate, and higher conversions than other forms of advertising. Google recently launched dynamic remarketing, where product names and prices, for example, can appear in the ads. So if a shopper visited a product page on your ecommerce site and then left, without purchasing the product, you could dynamically insert the details of that product in remarketing ads, to target that shopper.
Here are eight steps to set up a Google Dynamic Remarketing campaign.
1. Add the Google Dynamic Remarketing Tag on Your Site
Before you launch your Dynamic Remarketing campaign, make sure you have a clear idea of its goals.
- Who are your highest converting visitors?
- What are your best selling products and categories?
To install the remarketing tag on your website, add the remarketing tag on the desired pages following the </body> tag.
2. Create a New Campaign
Click “+New campaign” in the drop down menu.
Choose “Display Network only” on the campaign page.
Set your campaign name and location.
3. Choose Your Bids and Budget
Set your desired bid and budget amount.
Select Ad rotation and frequency capping.
4. Create an Ad Group
Select “Campaigns” > “New ad group.”
Name your Ad Group, and set a group bid.
5. Set up your Google Dynamic Remarketing Lists
Select “Interests & remarketing” > “Remarketing lists,” and use the arrows to add different user groups to selected audiences.
6. Create Dynamic Ads for your Remarketing Ad Group
Select ad sizes. Google defaults to a specific layout and size, as shown on the right, below.
Link your Google Merchant Center with AdWords.
7. Add your Logo
Use the drop down to add your site’s logo.
Choose a remarketing ad headline.
8. Customize Ad Colors
Personalize your ad with customized colors.
Save and preview to see your ad. The image below is edited to protect retailer’s identity.