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Fast Facts About Dynamic Display Ads

It seems like everyone has a love/hate relationship with the concept of retargeting. Whether you enjoy seeing ads for items you’ve just browsed for pop up on every other page or social site you visit later on or not, the facts don’t lie. Retargeting works – and it works well.

What’s Retargeting?

Retargeting, or remarketing, allows businesses to track shoppers once they leave their website, showing them specifically targeted ads on other websites. In years past, retargeting was only available through certain programs, like Adroll, and had very high spend limits that made programs like this out of reach for smaller stores and online marketing groups.  Google remarketing allowed for direct access to Google, offers better layout features, and is far more functional for different business dynamics.

Google Dynamic Remarketing

Google’s newest program is currently in the beta phase, but marketers who have used it claim it’s one of Google’s best update releases yet. In the past, to set up a good remarketing campaign you’d have to set up an audience segment and a unique image ad of your own for every single product on your website. Otherwise, you’d have to set up a simple generic ad for people who abandoned their shopping carts or “visited a product page.” Your ads were either boring or involved hours of meticulous setup.

The new dynamic display ads setup makes generating image ads so incredibly simple there will be no reason for anyone to not have them. The goal of the new system is for Google to automatically create your dynamic ads by pulling images, prices, and your choice of text into an ad based on what your visitors are doing when they are on site.

Setting Up Dynamic Ads

The set-up is easier, but there’s still a little bit of work to be done. You’ll have to create a customized “remarketing tag” to add to your website’s coding so that Google can easily match product IDs to the feed characteristics in your Merchant Center. You’ll then have to do a little bit of set-up within your Adwords account so that you are targeting the correct audiences. This involves creating an audience and list definitions, including membership durations and ad groups.

You’ll also have to decide which groups you want to target most. For example, you might want to target someone who added an item to a cart and abandoned it more aggressively than you would target someone who simply visited viewed an item and left. Once you’ve finished with your audiences you’ll use the display ad builder to choose the dynamic ad display formats you want shown on different websites.

Does the idea of remarketing intrigue you but make you cringe at the same time? Not sure how to get the ads set up? The team here at Go Digital WSI is ready and waiting to help you out. We’ll handle your remarketing campaigns and display ads so you can stay focused on what you know best – your products and your clients! Just give us a call at (404) 654-0662 to get started.