Dynamic Remarketing Ads On Google Now Rolling Out To All Marketers

Google initially launched dynamic remarketing for retailers on the Google Display Network in June with beta testing of ads in the travel and education verticals. The company has now announced that dynamic remarketing is rolling out across all verticals including education, hotels, flights, real estate and many others.

Dynamic remarketing automatically inserts ads for products or services that relate to those that the user has viewed on a website. While this service is not unique to Google, AdWords advertisers can now run dynamic retargeting campaigns within the platform, which is an approach that a wide variety of marketers are interested in utilizing. Advertisers are able to create a single ad that can be personalized as soon as an ad impression is served, making it a very powerful tool for effectively targeting a brand’s customer base.

Google explains that the primary purpose of dynamic remarketing is to show users the products and services that will be of the greatest interest to them. “Dynamic remarketing shows site visitors tailored ads that feature the products they viewed on your website, and related products they might be interested in,” writes Google. “Let’s say you sell cars and offer hundreds of makes and models in multiple cities. With dynamic remarketing, you can build one ad that will dynamically show tailored messaging to your site visitors, like the cars they engaged with on your site, and similar cars in that city and price range.”

Google’s announcement highlights some impressive statistics on the success of dynamic remarketing in mobile advertising. “When advertisers add mobile targeting to their remarketing campaigns, we’ve seen conversion volume increase by 15% on average at the same price,” reads the company’s blog post. “That’s why all our dynamic remarketing templates are mobile-optimized to deliver ads seamlessly across screens.”

Marketers are provided with access to a library of templates in AdWords that automatically resize across mobile and desktop devices, making the tool easy for advertisers to use. Bidding optimization tools that are available in AdWords can also be used on dynamic retargeting campaigns. The optimization works by calculating optimal bids for each impression in real-time. In other words, if a company sells an $800 camera and a $20 flashlight, AdWords will automatically prioritize winning more of the $800 conversions than the $20 conversions.

With the ever-increasing digital marketing move towards mobile, Google’s dynamic remarketing tool is very likely to be a popular choice for digital marketers across all industries. The blog post announcement provides some compelling examples of the success of dynamic remarketing ad campaigns. “In travel, Hotel Urbano built a single dynamic ad that showed each prospective traveler the package, hotel or cruise most relevant to them,” the blog post reads. “Dynamic ads improved their return on ad spend by 38%, and drove 415% more revenue compared to standard remarketing.” Mariana Filippo, senior marketing analyst at Hotel Urbano, explained that this makes business more efficient “since we don’t have to change creatives every day across 4,000 packages across 183 different countries. It keeps up with our frequency so we can deliver the right ad with the right user.”

Dynamic remarketing is current being rolled out and will be made available to all advertisers over the next few weeks.