Google announces launch of Dynamic Remarketing for retailers
Google has rolled out dynamic retargeting to its AdWords retail customers with Google Merchant Feeds,
According to Google’s blogpost, dynamic remarketing “lets you automatically create customised ads that connect with shoppers across the web, by reminding them of items they've seen on your site.”
With dynamic retargeting, ads are created by pulling product images from your Google Merchant feed. Google’s product recommendation engine determines which products and messages are shown based on an algorithmic prediction for what is likely to perform best based on visitors’ past actions on your site, including the products they viewed and their purchase history, as well as related products and top performing products.
With the new product, users can build ads using customisable templates, with dynamic text and display ads automatically created to optimise performance.
Google also creates lists that reflect four groups of site visitors; general visitors, product viewers, shopping cart abandoners and past buyers.
When people visit a site, the remarketing tag adds them to one of the remarketing list and associates the product ID with the visit. AdWords then uses the product ID to pull the product image, name, and price from the users Google Merchant Center account and include it in the ad.
Google cited examples of how remarketing drives ROI for advertisers, with Sierra Trading Post, a US retailer of outdoor gear and clothing, seeing its clickthrough rate double and noting a 5x higher conversion rate.
Further examples include EMP Merchandising, a heavy metal online shop, which grew its conversion rates by 230 per cent and decreased its cost of sale by 30 per cent.