There are few things that cause digital marketers more distress than the uncertain or distracted prospect. Luckily, that’s where dynamic remarketing comes in to save the day. It’s the big kahuna of effective ads.
We’ve all been there. We start browsing a site, intentionally or just for fun. A product (or products) catch our eye. Sometimes the journey ends there. Other times, we keep going, reviewing sizes, colors, dates, times, destinations or a host of other variables before clicking ‘Add to cart.’
And then for whatever reason – we get distracted, decide to do some comparison shopping or change our mind – and we close the window or navigate away. Shortly afterwards, we’re startled to see the item we were admiring, enticing us alongside whatever content we’re consuming at the moment.
Brands put a lot of resources into drawing prospects to their sites. When a customer navigates away, it often seems like all is lost. Driving them back to finish what they started is what makes dynamic remarketing such a powerful tool.
But, what’s the difference between remarketing and dynamic remarketing?
Remarketing vs Dynamic remarketing
Remarketing, or retargeting, involves targeting previous site visitors with an ad that’s designed to drive them back to your site to finish what they started. While the terms are often used interchangeably with dynamic remarketing, they’re completely different animals.
Standard remarketing efforts tend to be generic, with one ad being served to your entire list of non-converting visitors. When consumers complain about the same irrelevant ad ‘following them’ around as they browse, you can assume standard remarketing is at play. The ad doesn’t adapt to the visitor’s browsing behavior and preferences.
Dynamic remarketing takes it to the next level with a fully personalized display advertising experience. These high-impact, effective ads use pre-built or customized templates that populate images and messaging based on your viewer’s behavior and preferences. The result? A series of relevant ads, tailored to each one of your visitors. Dynamic remarketing recognizes the difference between an abandoned cart and a window-shopper who never made it past your home page, and it serves up a customized ad accordingly.
What does good dynamic remarketing look like?
The great thing about dynamic remarketing is its versatility. You can use it to reach a variety of visitors – warm leads, window shoppers and even existing customers. Its effectiveness saves you time and money while improving conversions.
Even though it’s the foundation of powerhouse ads, there’s one important guideline to keep in mind to build the most effective Online banner ads possible:
Remember your ‘why’
The goal of dynamic remarketing is to bring previous visitors back to your site to complete what they started – a purchase, sign-up, etc. You’re not introducing them to your brand, so choose your messaging accordingly.
How and when to use dynamic remarketing
While there are a variety of scenarios where you’ll try to woo back and convert previous site visitors, most of those interactions will fall into three categories: abandoned carts, window shoppers and existing customers.
- Eliminate abandoned cart syndrome
Consumers abandon carts for a variety of reasons: a change of heart, distractions, sticker shock and more. But dynamic remarketing enables you to tap into a deeply human desire to be consistent and avoid leaving things unfinished. Many visitors just need a little nudge to encourage them to the follow through with their original journey. Coupons, free gifts with purchase, discount codes, countdown timers or limited time offers to create a sense of urgency or even just a reminder that their cart is waiting for them can be the perfect, effective ads you need to drive conversions.
- Win back window shoppers
It allegedly takes 30 days to build a new habit (unless there are donuts involved). That means it can take repeated exposure to previously viewed items before a visitor commits to returning to your site and clicking the ‘Buy now’ button. Two adages are relevant here: ‘Out of sight, out of mind’ and ‘The squeaky wheel gets the oil.’ Repeated exposure to previously viewed – and similar – items builds an inventory of experience and familiarity in your visitor’s mind. The continued exposure keeps your brand in sight and top of mind while gently (squeaky wheel) encouraging the visitor to consider your products or services further.
- Solve another problem for existing customers
After a sale comes silence for many brands, with far too many seeing ‘Buy now’ as ‘Bye now,’ instead of recognizing the opportunity to cultivate a budding relationship. We said it before – you pour a ton of resources into acquiring customers. And existing customers have already made the psychological leap from browser to buyer, making them more valuable and accessible than new prospects. So, rediscover the love and show your customers what other solutions you have to offer them. Whether it’s a complementary product to a previous purchase or a new suggestion, based on their browsing behavior, dynamic remarketing is the perfect solution for effective ads that show customers you understand their needs.