Dynamic retargeting: launching your advertising campaign

July 8, 2019 / Author: Victoria Motorina

If different clients fail to take interest in any of your website content from their first visit, it is your duty to help them find their way back in order to gain interest in the content, product or service which you are looking to provide. The great thing about it is that it is very effective. Dynamic retargeting may end up being a very fantastic resource for your business. That will be possible only if you are ready to engage in its setup. However, such a setup is not a problem for us and we would put you through the entire process of setting up the entire dynamic retargeting campaign.

Step 1. Implementing tracking pixel

Just before you go ahead with your dynamic retargeting, you would need to implement tracking pixel on the site. This is a special code that stores certain information concerning certain products and services (unique IDs) and various custom parameters to all desired web pages from which such pieces of information can be gathered concerning the visitors, therefore personalizing all dynamic ads. Its working technique is as follows. Upon every visit of visitors to the site landing page, a piece of code, or a tracking pixel transmits a string of texts to the browser of the user. After this, the user is added to an audience list which can be utilized in the retargeting campaign. This further helps to enable you in creating customized campaigns that are personal to every user and visible to them.

Step 2. Creating a Data Feed

A data feed file is one that contains information on all the products and services found on your site. Dynamic ads utilize the leveraged content gotten from the data feed file and load them when your dynamic ad is displayed. The feed contains different attributes that are connected to certain products and services. Take note that there may be differences based on the type of businesses run. Every data feed must be made up of product/service IDs, titles, image URLs, landing page URLs, which is the least of information to be displayed by the dynamic ad. However, they need to be as personalized as possible. In addition to the business data, the data feed may include optional attributes such as description, category, model, size, gender and so on. The great benefit of dynamic retargeting is that with it, you are able to attract a lot of customers or cart abandoners using special price offers. This means you should make pricing attributes a part of your data feed (price, sale price, formatted price). The entire data feed is to be stored in a single file in CSV, TSV, XLS or XLSX format. When dealing with products and services found in different markets, you should create a data feed for every language and currency.

Step 3. Retargeting lists formation

Ensure that you spend a lot of time thinking about your target audience. Based on your targeted audience, you can create your own remarketing list with your own rules. Time limits can also be set on the number of days customers are allowed to be part of your list. The most frequently used options include:

  1. Website visitors

    The basic type of audience.

  2. Visitors for certain pages

    You can target certain people who visit certain pages or specific sections of your website.

  3. Visitors of a certain page who visit another page

    You can target customers who navigated more than one page on your site.

  4. Visitors who took specific actions

    You can fill up your audience list with people who have taken certain actions on your website. If you are utilizing the conversion tracking technology on your site, you can target certain ads at people who previously carried out an action on your website. You can also target ads at people who have taken certain actions on your site that you do not consider a conversion, such as when they add and later delete an item from their shopping cart without purchasing the item.

Based on your advertising strategy and characteristics of the products and services offered, you can exclude specific users who have visited certain pages on your site or have only carried out certain actions. You do not need to display your ad to people who have recently converted unless you are going to sell complementary goods to them. This is due to the fact that certain visitors may not end up converting in a month, especially if you are selling expensive products and services. As soon as you have created a website retargeting list, you can readily create an ad for your audience.

Step 4. Dynamic Ads

Basically, dynamic retargeting allows advertisers to customize their ads for certain audiences, formats, and contexts. It does this by allowing advertisers to transmit their messages without having to build all of them one after the other. Instead, it utilized ad templates made up of various interchangeable creative elements. For example, if a car manufacturer offers to sell a car configurator on its site, the advertiser could enhance the retargeting efforts by including the user’s customized car in the ad.

Dynamic Ads creation is the tool that will help in creating a direct link between your data feed and the creative ads displayed to your potential client. Ensure that all the information used in it is accurate and up-to-date. When it comes to programming, dynamic creative solutions are customizing ads for all the available brands and are still in the market to buy certain goods. By moving away from a single approach to a dynamic solution, it has created relevancy for the individuals and increases the likelihood of establishing a connection with the user and achieving set marketing goals.

Dynamic retargeting may be difficult to set up, but it provides worthy results!