Google Ads Retargeting 101: Bring Back Lost Customers

How to set up dynamic remarketing in Google Ads and how to choose the category. Good question. Dynamic remarketing is mostly used for e-commerce websites or stores. If I were to go to a website and saw a particular product, like an iPhone, then that product ad is going to follow me on the Internet to remind me to buy it again if I abandoned the shopping cart or did not buy or did not convert on my last visit.

Most accounts which we audit the remarketing campaigns are not set up the right way. They leave a lot of cash on the table for their competitors to swipe from them from there under their noses because you've got to have a multi-touch marketing campaign. And what I mean by that, is if someone goes to Google, YouTube, Facebook, Instagram, LinkedIn, wherever or on the Google Display Network, your ads should be in front of that audience.

So a lot of our budget for our campaigns is spent on remarketing to keep pushing them further down the funnel. Don't expect instant conversions. Someone clicks on your ad, they come to your website and they're going to convert. No, they are not going to convert. The majority of the visitors don’t convert on that first visit. How do you increase your conversion rate is by your remarketing campaigns.

And dynamic remarketing is great because you don't need to do anything. Even if you got thousands of SKUs or products, Google is going to show that particular product or that product category, however, you set up to that person. I'm going to just click on this. I've got these over here. Sign in to your Ads account, click the campaigns, click the + button, select a new campaign and so on.

I'm going to show you and demo right now in a minute. But the only difference with the dynamic remarketing compared to a normal campaign is on step eleven which is there that expands the dynamic ads section and use the dynamic ads feed. So you need to have a feed obviously if you're running a shopping campaign. And that pretty much it is just a case of checking that box.

So let's go into our Google Ads. All right, let's go to Campaigns. I just want you guys can see it properly. Okay, Then you click on the create campaign new. All right, I'm going to move this around a little bit. There you go. Okay, so go objective is Sales. Click on and you should have your conversions all setup.

Click on continue which you can't see on the right-hand side where it's I'm just clicking continue and then moving that screen around every 2 seconds. Then you go to display, I want standard, put in your website name, name your campaign and then continue. Select your target locations, languages and then you click on that more settings. I think I can go a bit bigger now.

Select your locations, languages, ad schedule, devices. That's all. There you go. That is the difference. Then you check the use dynamic ads feed for personalised ads, Right? And if you want to go a little bit more, it will go into that little bubble, the question mark, and it will say dynamic Ads let you show personalised content based on what people have viewed on your website or app.

This also works for in-app ads to show content from your website. In these ads set up a data feed which you need to set up a feed. First of all, once you have checked, you will get this drop-down. You select a feed. I've just set up a dummy feed for this account. And now you've got a couple of options.

No filters mean that it will advertise or it will put in all the products in the country of your sale, whichever is in your feed or whichever products you are selling. I would recommend you do that because you don’t know which products your customers are going to, your visitors to your website are going to land. And that is the recommended one, which is fine by me in this instance because some of the recommendations Google says is I personally don’t feel are the right options for our campaigns.

So in this instance, it's fine. Or you can go to filter and advertise only products that match your requirements. So then you can do this, click on that, and then if you want to just remarket Nike shoes or Puma or whatever, then you can select any of these brand product type, grouping conditions, labels. So if you're using custom labels, you can use from here as well.

And that is the biggest or the main difference on how to set up a dynamic remarketing campaign or just a normal remarketing campaign because with normal remarketing you will not use that one. Because then we can use the audiences from our Google Analytics website. Visitors who spent two minutes or more on the website or visited multiple pages or visited a particular category depend on how your audiences have been set up.

You can use the power of analytics to remarket to your audiences. So hope that helps.

Google Ads Retargeting 101: Bring Back Lost Customers

How Does This Magic Work?

Why Bother with Retargeting?

Simple Steps to Get Started with Google Ads Retargeting

A Few Handy Tips:

Written by Uzair Kharawala

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