What are the dynamic retargeting ads on Facebook and Google and how will they generate more sales on your websites?

Google and Facebook offer the option to display banners or Facebook ads to whomever visited your website and viewed a specific product page or category page. For example, a customer who visited an e-commerce website which contained the product page of a toy helicopter will see banners or ads (in their FB newsfeed or on the side of their Facebook page) with an image and details about the helicopter: price, products name, discount, and more.

All of that will be done automatically and can be done for hundreds or thousands of products. The ads appear on Google’s Display Network or on Facebook so that whoever visited the website will receive a significant reminder regarding the specific product he is interested in, then the reasonability to complete the deal shall be increased significantly (data ahead).

Even if your website contains hundreds or thousands of products and thousands of different visitors, still each visitor will receive a banner fitted to the product page he is interested in. All of that is done automatically after embedding the proper codes on your sales website, creating audiences, campaigns, and basic ad formats.

The dynamic ads are very popular, and if you visit any advanced e-commerce website product pages you most likely get to see dynamic ads on your FB feed or on different websites.

On top of the very targeted ads and specific ads, Google offers the Google Machine learning algorithm to improve conversions and sales based on aggregated behavioral data and will show the ads for the right users in the right time to convert: for few big e-commerce sites, CPA fell by 60% and conversion rate more than doubled using dynamic remarketing compared to regular remarketing ads.

FB Dynamic REmarketing:

FB dynamic ads are very powerful and FB also offers the conversion algorithm as a default for all conversion-based ads and the combination of the specific product images is very powerful. You will still need to add great marketing to the mix and offer competitive pricing to get maximum results.

As with the Google dynamic ads, you will need to implement advanced pixels to the website to create audiences, create a product feed, and connect all of that in FB business manager with new dynamic ads.

Are dynamic retargeting ads in Facebook and Google useful for your virtual store?

Dynamic remarketing is a great tool for any business that offers more than one service online, but its advantages are really there for bigger online e-commerce shops that manage from 10 to thousands of products, as this website cannot create a specific ad for every product manually. This business will see growing numbers of sales in lower ROI and benefit most from the algorithm and automation capabilities.

Dynamic remarketing usability:

Displaying a dynamic banner for all the visitors that visited one product page and left without completing the purchase is a great way to start and, as always, promotion on a specific product that the user was interested in is more powerful and can be done using simple rolls in the ads interface and product feed:

A 10-20% discount will be very effective and will increase the sales on the website and can be offered on specific products using dynamic ads … creating urgency with an aggressive one-day sale can push the user to the purchase point.

An interesting and a little more complex use of dynamic remarketing shall be based on Google analytics.

Smarter Dynamic remarketing :

You can always add more data and create advanced targeted audiences to target with dynamic remarketing ads: one option is to check to see how long most of your visitors to the website are taking to complete the deal.

Example: 90% of the sales are completed within 10 days from the first visit to your website, so that whoever did not buy after 10 days, probably already forgot about it and will not buy.

A good option is to show the ads after 10 days for 3-4 days. A dynamic banner with the product image plus a coupon for a limited time discount can push the visitor back to buy. This will create high percentages of purchases from customers that were already lost. Of course, such a proposal can be applied to all the ecommerce website products in parallel and automatically using the dynamic retargeting ads.

The same method can be also applied based on the number of the visits in the website, users’ time on site, or cart abandonment, or based on any other similar data.

It is recommended to adjust the remarketing strategy in accordance with the nature of the product or the service sold, with the prices, with the seasonal price changes, with the products stocks, and with the purchase process in each field.

It is recommended to adjust the remarketing strategy in accordance with the nature of the product or the service sold, with the prices, with the seasonal price changes, with the products stocks, and with the purchase process in each field.

Embedding dynamic remarketing requires adding code, which draws the picture and the text of the products and publishes feeds of the products in the advertising system. After that, set the campaign in accordance with the nature and the types of the products sold in the sales websites.Optimization of dynamic campaigns requires an in-depth look at the data and thought about time and quantity of the optimal appearances for each product and customer based on a variety of data combined with the visitors’ behavior on the website.

Some of these methods can be achieved using Google Analytics data and some using FB audiences data.

To get the best dynamic remarketing strategy, implementation, and ads creation, you are welcome to contact me at: contact me

Tsvik

Artcial First published at Ecommerce-israel.com