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Dynamic Remarketing: What It Is and How It Works



Dynamic Remarketing: What It Is and How It Works

Have you ever happened to yourself, while browsing the product pages of some e-commerce, to leave the website without having made any purchases?


Here, calmly scrolling through your social feed, an advertising banner appears with the product you viewed in the previous days.



Do you know what it is? I will explain it to you in detail below.


B efore seeing how dynamic remarketing works, let's try to understand what it is. Data in hand, there are very few users who convert or purchase on the first visit to the site , which helps us understand the usefulness of this tool.


What is dynamic remarketing?


The main feature of dynamic remarketing is personalization , with the possibility of showing the user ads with products or services that he or she has previously viewed.


This is a tool that can significantly increase the probability that a conversion will be generated at a later time , effectively chasing the user to other platforms, stimulating them through advertising banners.



In this way, dynamic remarketing helps generate new leads and sales by bringing visitors back to the site to complete the action they started.


Furthermore, thanks to the Google Ads features, it is possible to predict the layout of the dynamic ad that will be most likely to perform best based on the user's characteristics, the selected positioning and the platform on which the ad will be shown.


How does dynamic remarketing work?


Once the user enters your website and accepts cookies (a fundamental step) , starts browsing your content and looking at your products and services, he will be tracked in a file with the actions he has performed.


At this point, when the customer leaves the site, you will have the possibility to “chase” him with advertising banners that will show him the products he previously viewed or searched for, complete with price, photo, etc.


The period for which you can chase the user with dynamic remarketing ranges from 1 to 90 days.


Using Google Analytics, you can create custom audience segments , grouping them by activities performed on the site. Below are some practical examples of the lists that can be created:


  • Users who visited the product page

  • Users who have been on the site for more than 2 min.

  • Users who abandoned their cart


By linking your Google Analytics and Google Ads accounts , you can export these audience segments and target them in your Ad Campaigns.


In summary, we can therefore set up dynamic remarketing based on the interest and interactions that the user has shown towards us.


Dynamic Remarketing with E-Commerce


Dynamic remarketing is highly recommended for e-commerce or in any case for those sites that have a particularly large catalog of products or services.


Using this strategy you can optimize conversions as you have the opportunity to “recover” the interest of users towards the product or service that generated their interest but did not lead to immediate purchase.


The advantages


The main advantage is, without a doubt, that of showing people , while they are browsing on Google or on Facebook and Instagram, exactly the products they have previously seen , thus stimulating a consciously expressed desire .


On the contrary, with traditional remarketing, to obtain the same result, it would be necessary to divide the users excessively, risking having audience segments that are too small , which may not reach the right number to start the campaigns.


In conclusion


In general, dynamic remarketing becomes particularly useful because, by ensuring greater customization of advertisements , it allows for an increase in the probability of generating conversions even if at a later time than the user's first contact with the company.


After reading this article, if you have any questions you can comment below or in our Facebook group Marketing for Small and Medium Businesses .


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