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Remarketing: The fine art of positioning your brand in front of a potential lead after the have already interacted with it. We have all experienced remarketing whether we’ve noticed it or not.
AdRoll have been market leaders in remarketing for more than 5 years. Now, Google are upping their game with ‘Dynamic Remarketing’.
What is Dynamic Remarketing?
“Dynamic remarketing shows site visitors tailored ads that feature the products they viewed on your website, and related products they might be interested in” This form of Google remarketing has been in testing with retailers for some time and it’s now available across all verticals.
Check out some of the examples from Google’s test advertisers:
In flights, Jet Airways customized ads based on where and when people were looking to fly, so someone browsing flights from New York to London could see a special offer on business class tickets on the exact day they’re looking to fly. They doubled conversions at a 65% lower CPA by adding dynamic ads to their remarketing strategy.
In travel, Hotel Urbano built a single dynamic ad that showed each prospective traveler the package, hotel or cruise most relevant to them. Dynamic ads improved their return on ad spend by 38%, and drove 415% more revenue compared to standard remarketing. Mariana Filippo, senior marketing analyst at Hotel Urbano, says it made business more efficient “since we don’t have to change creatives every day across over 4,000 packages across 183 different countries. It keeps up with our frequency so we can deliver the right ad with the right user.”
Why use remarketing?
Remarketing targets only the people who have directly interacted with your brand, example: If a potential customer has reached the shopping cart on your website and they abandon it, remarketing allows you to advertise your brand or those specific products again to that potential customer on different sites after they have abandoned the cart. This can often trigger the lead to revert to your website and purchase products. Remarketing has a high conversion rate and it gives a high level of brand recollection, so even if the customer does not click back to the website, they’ll still remember your brand.
The main difference between AdRoll remarketing and Google’s Dynamic Remarketing
| AdRoll | Goggle | |
| No of Sites | 30+ inventory sites, including Google | Google sites |
| Segmenting | Yes | Yes with new Dynamic Remarketing |
| Time Cohorts | Yes, automatically | Yes, but difficult to do |
AdRoll have an array of partnerships including Facebook, Google, Yahoo, OpenX as well as shopping cart partners like Shopify, and 3dcart, This allows AdRoll advertisers to reach 98% of the internet with the AdRoll network. When remarketing with Google, you are given access to the Google search and Display network and partners which is significantly smaller than AdRoll’s network.
Video ads and remarketing
Video ads are excellent for remarketing, as well as being one of the top converting advertising mediums, couple your video with a remarketing list and you will most defeinntly see higher conversion rates. Opting into remarketing on the Google Display network (including YouTube) will give you the option of having your video ad as a pre, mid or post roll video as well as a recommended video. Check out this blog post on remarketing to your YouTube viewers.
To get started here’s a list of remarketing providers
