Retargeting is an essential piece of your digital advertising strategy. With retargeting, you are able to deliver online ads to a user based on their previous intent-based actions on the web. This tactic is crucial for moving users down the funnel toward a campaign’s desired action.
In today’s digital landscape, a personalized experience for consumers is a key consideration at every touch point through the marketing funnel. For e-commerce brands, dynamic retargeting is a specific retargeting strategy that will remind users of your products in a personalized way.
What is Dynamic Retargeting?
Dynamic retargeting is a strategy in digital advertising that enables marketers to serve ads to a user featuring the most recent product page they visited. Dynamically retargeting serves a native or display ad that contains the exact item a user viewed on a brand’s website, or custom messaging based on that product’s headline or body copy. This reminds users of the product they’ve shown interest in throughout their online journey.
Dynamic retargeting is highly personalized compared to standard retargeting, where generic ads are served to users who have visited a site. Standard retargeting ads remind the user of a brand’s message, whereas a dynamic retargeting ad reminds the user of the exact item they were looking at.
Example of Dynamic Retargeting
Dynamic retargeting ads will vary depending on the item a user viewed. In the images below, you can see that Snugglely used dynamic retargeting to remind site visitors of items they had looked at. The ads follow a similar structure, but the image and text varies based on the user’s browsing history.
In one example, there’s a reminder about Snugglely’s mattress, in the other, a pillow. Depending on the interest of the site visitor, they will be reminded of the specific product that captured their attention.
4 Benefits of Dynamic Retargeting
Leveraging dynamic retargeting allows you to reach your retargeting pool, with the most relevant message, not only increasing web traffic, but also encouraging brand recall. Let’s explore 4 key benefits of this retargeting strategy in more detail.
1. Increases Brand Recall
When a user visits your site and is retargeted, your brand recall increases as they continue their online journey. Leveraging dynamic retargeting allows you to reach your retargeting pool, with the most relevant message, not only increasing web traffic, but also encouraging brand recall. These users have already shown interest.This is an ideal tactic for e-commerce sites that offer a range of products that appeal to a range of customers.
2. Creates a Personalized Experience
Dynamically retargeted ads are personalized toward each individual user. Personalized ads drive purchases because they are more relevant to the consumer’s interests. The retargeted dynamic ad will include imagery and messaging that is personalized to them. These ads also strengthen relationships with existing customers by prompting them to continually engage with your brand.
3. Reaches Mid- to Low-Funnel Audiences
Dynamic retargeting is a useful strategy for reaching mid- to low-funnel audiences because these ads reach consumers who have already shown interest in a specific product. These users are a warmer lead than those who haven’t yet engaged with your site–they are already beyond the consideration stage.
4. Lowers Abandoned Cart Rates
For e-commerce brands, dynamic retargeting can lower abandoned cart rates, and keep the brand and product top of mind for the user who has yet to convert. Or dynamic retargeting can be used as a re-engagement customer strategy for customers who have previously converted.
When to Use Dynamic Retargeting
Since dynamic retargeting targets users who have visited your website and viewed a specific item, it’s obvious that they are aware of your brand. Therefore, it makes sense to leverage dynamic retargeting as a conversion driven campaign tactic. Create a retargeting pool for this audience and ensure that the ads they are served include a strong call to action (CTA).
Dynamic Retargeting: FAQs
Dynamic retargeting serves a native or display ad that contains the exact item or service a user viewed on your website, or custom messaging based on that product’s headline or body copy. This reminds users of the product they’ve shown interest in throughout their online journey.
Retargeting enables you to deliver digital ads to a user based on their previous intent-based actions on the web. Standard retargeting serves generic ads to users who have visited your site with the goal of reminding them of your brand. With dynamic retargeting, ads remind the user of the exact product or service they were looking at.
To set up dynamic retargeting, you’ll need to decide which elements of the web page you’d like to dynamically generate in your ad. Some key things to include would be the product image, product name, price or unique selling proposition.
Get Started With Dynamic Retargeting
Dynamic retargeting is used to support conversion campaigns, since it is intended to move customers through the marketing journey. But, you can experiment with it!
For example, try using dynamic retargeting to further engage your audience and provide them with offers or messaging that can drive interest towards brand loyalty and increased engagement.
Want to get started with dynamic retargeting? Request a demo to learn more about StackAdapt.