As search giant Google looks to expand its retargeting capabilities, the company has launched dynamic retargeting for all retail customers on Adwords with Google Merchant Feeds.
It is the latest move by Google to boost retargeting performance against Adroll, Retargeter and Mediaforge. The travel and education sectors will also benefit from dynamic retargeting, and the service is also expected to expand to other sectors before the turn of the year.
Dynamic retargeting ads are created instantly by the software using images pulled from the client's Google Merchant feed. Google's product recommendation engine determines which products and messages are presented to customers, by assessing what is most relevant to the customer based upon their previous interactions with the client site. The algorithm chooses which items are likely to perform best based upon the customer purchase history, but also considers related products and top performing products.
Users can choose between a number of templates to select an ad style which best suits the design elements of the brand, and layouts are automatically optimised to each ad impression.
Google claims that during pilot tests, one US retailer enjoyed a click through rate which doubled through dynamic retargeting ads, while conversion rates increase 5 times over.
Setting up a dynamic retargeting ad campaign is fast and simple. In addition to an 'All Visitors' list, Google automatically creates four further visitors lists, which reflect the different kinds of visitors to the site. These groups are as follows:
- General visitors who visited the site but did not view a specific product. These visitors will see dynamic ads featuring the site’s most popular products.
- Product viewers who did view specific product pages, but did not add them to their shopping cart, will receive a dynamic ad based upon these products and other recommended products.
- Shopping cart abandoners who did not complete their purchases will see dynamic ads which prioritise these items and also feature viewed and recommended products.
- Past buyers who have previously purchased items from the site will see products related to these purchases and popular items that are commonly purchased together.
Users can start by adding the dynamic remarketing tag, or editing an existing remarketing tag. When people visit the site, the remarketing tag adds them to one the remarketing lists and associates product ID's with their visit. Adwords uses these product IDs to pull product names, images, and prices from the user’s Google Merchant Centre account. This information is then used automatically to create dynamic retargeting ads.