Dynamic remarketing: targeted AdWords advertising

Stefano Viani

Management

15 Feb 2016 Digital Marketing SEA


Anyone who occasionally visits online shops will be familiar with the phenomenon: some time after you have left the shop, you regularly encounter AdWords adverts for exactly the same products that you were previously researching. This is of course no coincidence, but dynamic remarketing.

Dynamisches Remarketing: Zielgenaue AdWords-Werbung

Classic vs. dynamic remarketing - what's the difference?

Just like classic remarketing, dynamic remarketing makes it possible to place adverts for Internet users who have already used a website or mobile app. Dynamic remarketing goes one step further: the content of the advert is generated automatically and is based on the products or services that the user has already viewed.

Advantages of dynamic remarketing at a glance

  • Accurate targeting: The exact products that the respective user last viewed are advertised.
  • Low conversion costs: As the adverts are only displayed to actual interested parties, there is significantly less wastage than with other types of marketing.
  • More leads and more sales: Thanks to target group-specific advertising messages, you can guide previous visitors back to the exact products and services they are interested in, thus increasing the likelihood of purchase.
  • Efficient click pricing: Thanks to automated bidding strategies, AdWords can calculate the ideal bid every time an advert is placed.
  • Simple creation: The user-friendly AdWords interface makes it easy to create and edit dynamic adverts.

How the adverts should be designed, which target groups are addressed and numerous other parameters can be individually defined for dynamic remarketing with Google AdWords. For example, adverts can be shown to all shop visitors who have viewed products but not completed the purchase process. It is also possible, for example, to limit the number of ad placements per user and day in order to prevent them from feeling annoyed by excessive advertising.

Sounds like an exciting piece of the puzzle for your marketing mix? As an experienced Google partner with several certified AdWords professionals, Blackbit is happy to support you in dynamic remarketing.


About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.