A new type of Shopping campaign: Google Shopping combined with dynamic remarketing

Only 2% of visitors make a purchase during their first visit to an e-commerce site (1). The challenge lies in ensuring they return, to finalise their acquisition. This is precisely what a very special type of Google Shopping campaign allows you to do: dynamic remarketing. 

Dynamic remarketing (also known as “retargeting”) is a type of marketing aimed at visitors who have already been on an e-commerce site but left it before finalising their purchase. This format is also offered by stakeholders such as Criteo, Facebook and RTB House.

As such, a dynamic remarketing campaign is used to circulate Google Shopping ads adapted to these visitors, whilst promoting the products viewed in your online shop. Your ads are shown in Display mode while Internet users surf the web, drawing their attention to products they were previously interested in.

Advantages of a dynamic remarketing campaign

• Remarketing ads accompany your visitors throughout the whole decision-making process, right up until they make their final purchase.
• These campaigns help you make the very most of your product flows, configured specially for Google Shopping.
• By sending online shop visitors personalised ads linked to their prior searches, you will encourage them to make a purchase. In doing so, you will boost your conversion rate by 50% on average, compared to traditional Display campaigns.
• Part of this task is covered by the platform: Google automatically adjusts ads according to the targeted user (lay-out, website, location), and calculates the optimal bid for each impression.

Conditions required prior to launch

Launching a dynamic remarketing campaign implies meeting three conditions:

• having created a product flow that includes all the information required by Google Shopping. This information will be used in the dynamic ads.
• having added a remarketing follow-up tag on the pages of your e-commerce site. Its purpose is to link visitors to lists associated with products contained in your flow.
• creating dynamic ads, choosing between the different possibilities in terms of format and page lay-out.

Caution: dynamic remarketing ads only work with Display-type Shopping campaigns.