Please wait

      90

Google’s new dynamic rekinh doanh feature – currently in beta – is hands down the best release from Google I’ve seen in a long time. As far as I’m concerned, this will be a MUST DO for all e-commerce websites that are advertising with Google.

Bạn đang xem: Please wait

I’ve recently had the opportunity khổng lồ try out the new dynamic resale ads, và in this post, I’ll explain how they work, why they’re better than traditional rekinh doanh, and why you should care.

Google Remarketing: The Old Way

For any e-commerce website, it is becoming more và more important to have sầu a Google Merchant Account mix up. Merchant accounts are becoming extremely valuable within Google Ads (formerly known as Google AdWords), as they feed your PLAs (Product Listing Ads, soon lớn be replaced with Google Shopping Campaigns), Product Extensions, & now your remarketing efforts. As most of you know, remarketing is important because not all potential customers that come khổng lồ your site purchase right away. You need lớn continue lớn influence them not only through Google tìm kiếm & from your trang web, but also across Google’s display network, as people spover 95% of their time away from Google.

Most people I’ve worked with have remarketing mix up, but it is generally too simplistic, in that it catches ‘All Visitors’ lớn their website, & serves them one generic message. Those that I’ve sầu spoken with that are ahead of the curve sầu, are segmenting visitors khổng lồ their site, and resale lớn those that have ‘Abandoned the Shopping Cart’ or ‘Visited A Product Page.’ If you’ve gotten this far, bravo, you are doing a much better job than most of your competitors. However, this strategy has always been a HUGE undertaking. What if you have sầu 50,000 products? Are you going to lớn create 50,000 audience segments, và 50,000 quality image ads?

How Dynamic Resale Is Different

I know the biggest pain point in my rekinh doanh efforts has always been getting image ads generated for all of the products for sale. With Google’s new Dynamic Rekinh doanh feature (still in beta), Google will dynamically create ads for you that include your price, image, & text of your choice, all based on the behavior of your website visitors. Pretty siông chồng, huh? No more dealing with creative sầu, và more importantly, you can reach your customers with laser-focused messaging based on the products or content they were interested in when they visited your site.

If you were ShoeMe.Ca, an e-commerce shoe site, và your potential customer looked at a specific pair of Converse sneakers, wouldn’t it be best to lớn serve sầu an ad with the image and price of the Men’s White Converse Chuông xã Taylor All Stars he was viewing, and throw in a không lấy phí shipping offer khổng lồ entice him lớn come back? Or maybe cross-sell him with a pair of High Tops in case they are going for the Lil Wayne look? It’s all going to be possible through Google real soon, và you will see solid gains in performance for your e-commerce trang web.

How Dynamic Rekinh doanh Works

Here’s how it works:

You will be required lớn phối up a customized Rekinh doanh Tag on your site that will pull down Product Identification numbers from your merchant feed và pass them on lớn Google. Google will then match these Product IDs to your Google Merchant Center feed and use those characteristics to power your ‘Dynamic Display Ads.’

To get you started, there is some rekinh doanh tagging you"ll place on your site. The implementation does take some coding knowledge, but if you are running an e-commerce trang web, you likely have sầu a developer who is more than qualified to work with the JavaScript requirements.

Xem thêm: Đại Học Kinh Tế Đà Nẵng Điểm Chuẩn 2019, Điểm Chuẩn 2019: Trường Đại Học Kinh Tế

Once the coding is implemented properly, you’ll need lớn get things phối up in Google Ads. Just like any remarketing campaign, you’ll need khổng lồ set up some audiences to target. To vày this, navigate lớn your Shared Library, Audiences, and then select ‘Rekinh doanh list’ from the ‘New audience’ dropdown as seen below.


*

*

You can then assign the audiences to lớn the ad groups you think will work best.

Within ShoeMe’s trương mục, you"ll see four ad groups:

Buyers 3-60 Days: Targets users who made a purchase in the last 2 months for the purpose of strategically upselling related products.Non-Product Viewers: Targets users who have sầu been khổng lồ a page on the site other than a sản phẩm page, and generates ads based on the nội dung of the pages that the user has been to lớn.

I would encourage you to lớn bid more aggressively for Shopping Cart Abandoners and for Product Viewers (who are further down the buying cycle). I tiered the bidding below with highest bid for Shopping Cart Abandoners, và lowest bid for Non Product Viewers (visited homepage, blog, etc.)


*

*

*

Why Dynamic Remarketing Is So Awesome

There are companies out there that offer similar resale options, but now you can vì it all yourself within Google Ads without any additional fee on top of your clicks. You’ll have sầu much better control on your rekinh doanh efforts, và I’m suspecting huge returns. ShoeMe.ca knows that 50% of its business comes from returning visitors. Of these returning visitors, the average order value is $6 higher than new visitors, và the average conversion rate is 30% higher! Reengagement is a data-proven key to lớn their business, and the dynamic remarketing is reengagement on steroids.

Dynamic resale will be a key factor khổng lồ any e-commerce website’s future success, & if you don’t get in the game, you will fall behind.