Imagine the situation: a user visits the website of a shoe brand, browses the assortment, and lingers, for example, on sneakers. But in the end, they don’t make a purchase and leave the site. There is a high probability that the potential buyer will soon forget about the brand and the sneakers, and about your online store.
To prevent this from happening, use the dynamic remarketing tool. It will remind the user of their favorite sneakers and other brand products when they browse a news site or scroll through a social media feed. Will this increase the likelihood of a purchase? Yes.
Let us explain how this happens step by step:
- A potential buyer visits the website and browses the products;
- The data of his activity, i.e. cookies, are automatically saved;
- The user leaves the site;
- Google automatically generates a remarketing ad based on the products that the user has viewed;
- Subsequently, a potential buyer will see this ad, for example, on a news resource;
- After seeing the ad, the user can come back to your website and browse through certain products. Or buy the desired sneakers.
Ultimately, this model can work indefinitely, the main thing is to segment the audience correctly and not to abuse the frequency of impressions, as this can also lead to the opposite result, i.e., its unprofitability.
However, you should not confuse dynamic and regular remarketing tools. Regular remarketing shows the same message to all visitors of a particular website. Whereas dynamic remarketing provides precise targeting and makes it possible to get the most out of existing site users:
- banners with your products are created automatically;
- precise targeting;
- return of users and improvement of website CR (conversion rate);
- lower investments, higher profitability;
- the system independently optimizes advertising for each user.