Internet marketing has long captured the commercial part of the network. And the simple truth “If you are not on the Internet, you are not in the business” of Bill Gates has long been understood by everyone. But with the development of SEO and other industries, more and more information appears. Although work has gained algorithms, it still requires a new look and ideas. This is how dynamic remarketing came about.
Conventional remarketing
To understand dynamic remarketing, you need to compare it with regular remarketing. As always, Google dictates such concepts to us. This time we are talking about Google Analytics. This free service helps the owner of the resource to collect statistics on site visits. He usually works in tandem with Google AdWords, a contextual and search advertising service.
Normal remarketing works in a fairly simple way. Resource owner enables advertisers. After that, certain parameters and indicators begin to appear, thanks to which you can determine the audience.
Thus, the owner becomes aware of the age, gender and interests of its visitors. It also becomes possible to track audience behavior based on individual sessions.
The concept of dynamic remarketing
Using a new type of remarketing, you can add thematic attributes to your advertising tags. Thanks to them, it will be possible to more accurately collect information about the audience.
We have to meet with such remarketing every day on the Internet. For example, you decided to buy an artificial Christmas tree for the New Year. We went to several sites, looked at several options and abandoned this business.
After a few hours, you decided to read news or articles. Now, if there is an advertisement on the site, they will display the very options of Christmas trees from those same online stores that you saw earlier.
Advertising
Google Dynamic Remarketing is standard. Banners are already set up by the company, so you can’t change them in any way. The location of the pictures and buttons does not change. Although there are several templates, so the owner can diversify the advertisement a bit.
Having stumbled upon this phenomenon a couple of times, you will notice that not all online stores use this type of remarketing. Usually these are large sites, which have corresponding resources for this.
If there are several advertising banners in the article, the user will see the same artificial Christmas tree that he was looking for earlier, as well as other offers that he was viewing. At the same time you can meet the banners of several stores.
How can I customize
There are two ways to set up dynamic remarketing:
- Google AdWords.
- Google Merchant Center
What is the peculiarity of each of these options? Google Merchant Center does not work everywhere, so this may be the only reason why the owner refuses to work with the service. In Russia, the resource works. Its peculiarity is that it saves the user from almost all current tasks. All you need is to update the feed and install the correct codes on the site.
Since Google AdWords is a more universal application, working with it in this regard is much more difficult. You will have to draw up tables with products on your own and upload them to the service. If changes have occurred, you should immediately make them in the registry. Especially a lot of worries in the case of frequent price changes. Some may update the table a couple of times a month, some have to do this several times a day.
There are difficulties with the relevance of the data. After the table is uploaded to the service, it goes through moderation, due to which the data is loaded later.
Work with Google AdWords
It’s easy to work with Google Merchant Center, so you don’t need any additional instructions. The service works like a clock and can quickly collect the necessary data. But, as mentioned earlier, it functions only in Russia. But in Ukraine, Kazakhstan or Belarus it is not. Therefore, you have to use the option with AdWords. Dynamic remarketing requires entering accurate parameters and following an algorithm.
So, to configure in this case, you need a site database. From a commercial resource you need to unload all the goods in an XML format table or immediately in Excel. Next, enter the parameters that Google AdWords dynamic remarketing will ask for.
Data:
- Product ID
- title;
- description;
- link;
- picture;
- cost.
If the site often holds promotions or discounts, then you can enter another parameter “discount price”. To remember this data, you can use the Google Merchant Center, in which they are also present, but in English.
To create a feed, they usually use the already installed option, which AdWords responds well to. Therefore, it is worth remembering the name of the parameters:
- id;
- title;
- description;
- link;
- image_link;
- price.
If for some reason the service does not want to work, you can try using alternative names:
- id;
- Item title;
- Item description;
- Destination URL
- Image URL
- price.
In this case, the problem of correct operation and filling in the feed can be quickly solved. Thus, the table will get the corresponding view. The columns will be named with the above parameters. The table below will display products from the site.
AdWords Principle
AdWords dynamic remarketing works according to a specific algorithm. The most basic parameter is the identification number. It helps to determine how many times visitors got to the site thanks to the product identifier.
Other indicators affect the appearance of the banner. That is, the name of the product, the link to it and the image are important. Depending on the size of the advertisement, the cost and description may be indicated.
Difficulty setting up
When working with the Google Merchant Center, you need to remember about a specific parameter in the code. It is ecomm. It must be used to pass additional parameters to AdWords and Analytics. That is, this command is the link between the two resources.
But in AdWords you can’t use “ecomm” because it can cause data conflict. The resource will not understand where to get the data. In this case, you need another parameter - “dynx”. It is very important not to confuse them in order to get the correct results.
Common configuration errors
Despite the fact that the process itself is not as complicated as it seems, due to the large amount of information, you can not keep track of all the steps. Therefore, the following errors are often encountered:
- Invalid URL
- no image link;
- duplicate identifiers.
Very often, users forget about the presence of A / B tests, which will help to identify incorrect settings. In this case, an experiment should be carried out for several weeks or months. For example, change the background color of the banner or turn on the backlight. You can also customize the buttons or the amount of advertising. All this will give an audience response and help to adequately evaluate the effectiveness of remarketing.
Work with myTarget
There is dynamic remarketing in myTarget. This option is much less common than the two previous ones. The platform works with targeted advertising. It is less popular because it was developed by the Russian company Mail.Ru Group, and is accordingly mainly used in the Russian Federation.
First you need to set the code and counter. To do this, create a counter on the Audience page. You will need to enter the site on which it will be installed, as well as email and password. Now on each page of the resource after the tag "<body>", you need to set the counter code and dynamic remarketing.
Next, the owner must configure the transfer of parameters. Mandatory, as always, is the product identifier. In the "Audience" menu, you need to select a price list and load it into the section of the same name. After that, all errors that could occur during the configuration process will be indicated. It is necessary to check their availability and, if necessary, fix it.
Work with Facebook
The peculiarity of dynamic remarketing on Facebook is that the owner is not tied to the site’s cookie, so the advertisement is shown to any user who uses a computer, smartphone or tablet to log in.
Facebook makes it possible to place one or more products in a banner. You can add a dynamic change of parameters to the text. Thus, the banner will indicate the cost of the goods, name, brand, etc.
Advertising in this case is displayed in the Facebook news feed or the right column of the page, in the Instagram feed, on Audience Network websites and applications.
To start dynamic remarketing on this social network, you need:
- business account
- set pixel and event tracking;
- feed
Now you need to create or go to the installed pixel. Here you need to copy the code to paste it into the body of the site. Next, you need to select several events to conduct the analysis. Usually customize the display of viewing products and catalogs, adding products to the basket and shopping.
Independent work
If you've never come across AdWords and other similar resources, sorting it out yourself will not be easy. To do this, you will need to at least take an SEO course or study online. And even after that you will have to acquire an assistant programmer who will help with the technical part: create a feed, send a code and set a counter.
If you are familiar with this question, then for this you just need to carefully approach the configuration. Moreover, in the first stages you still have to go through some mistakes in order to do everything as best as possible specifically for your resource.