Tony is the Chief Marketing Officer here at Sales & Orders, along with heading up the inbound and customer marketings teams, Tony also oversees partnerships and branding for our award-winning company and platform.
We have already talked about RLSA (Remarketing Lists for Shopping Ads) but some retailers may want to take a more “blanketed” approach with their Remarketing strategy. That’s where Dynamic Remarketing campaigns come into play.
One of the most convenient aspects of Dynamic Remarketing is that (unlike other business types) retailers who are already running Google Shopping have all they need to get started.
Did You Know: With the recent update to Google Merchant Center, you have easier access to Merchant Center Programs like Dynamic Remarketing, Merchant Promotions, and Product Ratings. In the upper right hand corner of Merchant Center, click on the three bullets and from the dropdown click on “Merchant Center programs.”
Once you Enable Dynamic Remarketing in your Merchant Center account, let’s get into exactly how to set up Dynamic Remarketing for your Google Shopping campaigns in AdWords.
- Click ‘+Campaign’ In AdWords & Choose Display Network only
- Name Your Campaign and on the far right select ‘Buy on your website.’ As a retailer your ultimate goal should be to entice previous visitors to make a purchase.
- As you scroll down apply your basic settings (middle of the same page) such as Location targeting (you can always add exclusions later using AdWords Editor), Language, and you Bid Strategy and Budget.
Important Note: Things can get a little tricky from this point onward. You’ll be faced with the option of using a Remarketing snippet generated by AdWords or you can choose to use your pre-existing Analytics tracking code. For this tutorial we are going to utilize Analytics. One of the major advantages of using your Analytics code versus AdWords is that you can better define unique audiences in Analytics later on such as segmenting audiences based on visitor behavior all without having to reconfiguring your Analytics code.
- Now at the bottom of the page you’re going to expand the ‘Show additional settings’ menu then expand the ‘Dynamic ad settings’ menu. Check the box marked ‘Use dynamic ads’ and then from the ‘Business type’ dropdown select Retail. Now click ‘Set up remarketing.’ You’ll follow a 3-step guided process to connecting your feed but if you have already connected Merchant Center to AdWords it should be pretty easy.
- The above window will pop up where you’ll have the option of using either AdWords or Analytics. Choose Analytics, select the correct Analytics view and then click continue. If you already have lists in Google Analytics then great but we aren’t going to use those. Instead we are going to go straight to Section 2 ‘Create an ad group’ and then totally skip both ad group creation and ad creation so we can now move to Google Analytics to set up an Audience.
Note that if you have run any type of Remarketing before and already have AdWords and Analytics synced, your pre-existing audiences may be available in the next section. Regardless, Analytics will provide some default Audiences you can select from.
- After logging into Analytics, navigate to the ‘Admin’ tab then under ‘Property’ scroll down to find ‘Audience Definitions’ and then select ‘Audiences.’ Now Click ‘+New audience.’ Configure your link to the proper Analytics view and your Destination account will be your AdWords CID (should populate automatically). Now define your audience.
- Plenty of options! But often retailers who are just starting out may not have enough traffic for Remarketing to even trigger. It takes 1000 unique visits to your site to trigger Dynamic Remarketing. Due to this we recommend starting out with the ‘All Users’ audience. You can then edit your Membership duration (how long to keep those particular users in your audience) and we recommend using either a 60 or 90 day duration. Name your Audience and click ‘Save.’
We are finally ready to build our Dynamic Remarketing campaign. Go back to AdWords!
- Now in AdWords, open up your previously created Dynamic Remarketing campaign and then click ‘+Ad Group.’ Name your ad group, apply a default bid (skip the landing page section) and then choose ‘Interests & remarketing’ for how to target your ads. (Additionally you may want to remove Targeting Optimization altogether). Use the dropdown menu to select ‘Remarketing lists’ and then move your newly created Audience over from the left to the right part of the menu. At the bottom click ‘Save and continue.’
- Home stretch! The great thing about this next part, creating your ads, is that they are already created based on your feed! You will, however, need to provide a Headline, Description, Advertiser name, Display and Final URL. Set your Final URL to your store’s homepage. Review and finish your ads if you’d like to see them in different formats. When you are ready, click ‘Save ads.’
You have now successfully created your first Dynamic Remarketing campaign for Google Shopping. It will take about 24 hours for Google to review and approve your ads. Once approved, previous store visitors will see your product ads on other eligible websites.