Google Shopping Ads- Dynamic Remarketing Ads
Shopping Remarketing Lists & Audience Targeting
All of the previously mentioned e-commerce strategies can be upgraded by implementing remarketing techniques. Are you familiar with remarketing?
A short description would go like this:
Remarketing is the act of retargeting your website visitors with specific ads. The logic behind it is quite simple. If somebody has shown interest in your services or products they should be presented with a reminder (the ad), of those exact services or products. The process takes three steps:
- Customer visits your site
- You collect data by attaching a tracking cookie on the customer while they’re on your site and as they go elsewhere online
- Your ads will be triggered in certain places on the web based on a set of specific factors. The ads are displayed on the Google Display Network or when the user searches for terms related to your products or services on Google
Remarketing is a broad term. There are different ways in which you can differentiate remarketing. You can choose between Display Network campaigns and Search Network campaigns.
There is also a division on Standard, Dynamic, Video remarketing, and also Remarketing lists for search ads and Customer list remarketing.
For example dynamic remarketing lets you create unique ads for each individual customer while standard retargeting strategy creates several formats of the same advertisement as a part of a greater marketing campaign.
Each of the two approaches has some pros and cons, usually depending on the type of business and the type of conversions you’re looking to drive.
For e-commerce businesses, it’s the dynamic approach that is more favorable. E-commerce businesses have large inventories and a large number of customers.
You can also implement remarketing in your Shopping campaigns. This approach will not be the same as the approach towards dynamic remarketing campaigns, although they are very similar in certain aspects. When implemented within a Shopping campaign they are called Shopping remarketing lists.
Shopping remarketing lists allow Shopping ads to be presented to people who previously visited your website, as they search for your products on Google. Using Shopping remarketing lists gives you the ability to segment your site visitors by previous site engagement.
Let’s say you have an e-commerce business selling handmade cosmetics, among other things. Now imagine that a visitor viewed a specific type of body lotion. After a couple of seconds, the visitor is gone – off to search on other websites for other body lotions.
It is calculated that only between 3% and 6% of first-time visitors are likely to buy from an e-commerce website when they visit it for the first time. That means losing up to 97% if you don’t find a way to bring them back to the point of consideration.
Remember our user who visited your website – If you implement a remarketing approach you can serve an ad with the image and price of the same exact product they were viewing. When the visitors sees “Pomegranate Extract & Shea Butter Body Lotion” five more times that product starts to engrave into their mind. The brain never sleeps and the decision process between which product to choose often happens on the subconscious plane.
If you also include additional incentives such as free shipping you get a clear result – A tremendous boost in conversion metrics. As far as five to six times higher.
You can:
- Turn cart abandoners/bouncers into leads
- You can create high-performance remarketing campaigns with automated bidding
- Increase repeat visitor rates and engagement
- Increase the effectiveness of SEO and content strategy
How to set up Shopping Remarketing Lists
To start using remarketing, set up an audience source for your website or apps.
You need to set up a remarketing tag on your website. The tag will pull down Product IDs from your merchant feed and pass them on to Google. Google will then match these Product IDs to your Google Merchant Center feed and use those characteristics to power your ads.
The remarketing tag snippets are small blocks of code that you get when you tag your site for remarketing in Audience sources.
You can read more about tagging your website on Google’s blog: https://support.google.com/google-ads/answer/2476688
After you have tagged the website and set audience sources you can create a remarketing list. The goal would be to set up rules for site visitors – add the conditions for web pages on your site where you’d like to collect visitor cookies.
Once all of that is taking care of you can create a Shopping campaign or use an existing one to implement remarketing.
Create a Shopping campaign or use an existing one. Select Audiences and under “Add to” select “Campaign” or “Ad group” depending on the level of implementation.
Select a remarketing list by checking the box next to it.
You can add the lost either to the campaign or an ad group. Regardless of what you choose, you will then be asked to pick up a targeting method.
Targeting method
There are two targeting methods – Bid Only and Target and Bid
Bid Only is now relabeled to Observation – Your ads will be displayed to everyone. You can then set a bid adjustment, let’s say 50% to people who clicked on your ad. This means that if your max CPC is $1.00, if someone clicked on your ad today and went to search for it the next day the bid will increase to $1.50 for that user. While your ads will be shown to everyone, you won’t have to bid on everyone. “Observation” setting allows you to monitor how ads are performing for your selected placements, topics, or audiences while your campaign is running.
Target and Bid is now relabeled to Targeting – ads will only show up to those who are in the added audience. You’re basically telling Google Ads who you’d like to reach with your ads or where you’d like your ads to show on the internet.
Once you choose the targeting method you are done – the remarketing campaign is created. Let’s go back and further discuss how can you create different audiences. There are essentially five segments that you would want to enable:
- All Visitors
- High Bounce Rate
- View Cart
- Abandoned Cart
- All Converters
You will target different segments with different bid levels and strategies. For example, serving shopping cart abandoners ads featuring the products remaining in their cart with a higher bid level than all visitors.
Keep in mind that although remarketing is a powerful tool there might be some problematic areas. Users often visit many product pages with a similar product. Identical looking product variations and a large number of products can result in a product ad where all products look the same and where Google has a lot of options which products to display. This, in turn, means Google can display less favorable products. A large number of products can also mean a strain on your budget.
This problem can be, however, solved by creating a separate campaign for top-sellers. You can find your top performing products and update them in your feed. You can mark their “ads_labels” with an additional word like “top_seller”. You can use this to create a campaign, by filtering with this keyword.
Setting up a remarketing campaign or creating a campaign for best performers can be tricky if you have a large data feed.
If you’re running an e-commerce business you should definitely set up a remarketing campaign since it will allow you to target account-holders, high-spenders, and repeat purchasers differently than someone who has never made it further than the homepage. We can help you set up and monitor the entire process, as we have vast experience in the remarketing field.
You can power up your campaigns even further by using some other audience targeting tools.
Similar Audiences – as the name implies, this tool helps you search for audiences that are similar to your best customers. You can attract new visitors to your site, people who have similar search behavior to your existing remarketing list members.
For example, you are advertising a stand-up paddleboard retail business near Lake Tahoe and you are running a remarketing list. The people in your “Recent Converters” list might be searching for other similar things such as “Summer Hotels Lake Tahoe” or “Room Rental Lake Tahoe”. By using machine learning Google can target these similar audiences although they are not on your remarketing list.
Two most valuable benefits are simplified audience targeting and getting new potential customers
Customer Match – You can use your email lists to focus your Shopping campaigns on your high-value customers such as previous purchases, newsletter subscribers, rewards members, and in-store shoppers.
You can also use a customer match by adding customer phone numbers and addresses to the targeting mix.
Customer Match has numerous benefits such as up-selling and cross-selling based on past purchases and buying habits, increasing brand loyalty with previous customers or targeting cart abandoners.
More about all of the above in Google’s blog:
https://support.google.com/google-ads/answer/6167096?hl=en
The next thing you can do to increase audience targeting is to include geo-targeting modifiers.
Geography-based bid changes or modifiers are a feature that allows advertisers to change bid percentages based on locations.
This is one of the few ways in which you can create smart lists. One other popular method is to optimize by time or time of the day. Use a bidding script to increase bids at high-performance times and decrease at poor performance times.
With this, we conclude the chapter about audience targeting in Google Shopping Ads. Use all of the above mentioned digital advertising strategies to further promote your ecommerce store.
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