When it comes to making a sale, targeting potential customers with relevant and relatable content is half the battle. Depending on your target audience’s interests, needs, and demographic information, ad content will vary. For example, if your brand’s ideal customer or buyer persona is middle-aged, enjoys fitness, and lives in big a city, you’ll want to target this user with ad content that is consistent with their characteristics. This process is known as dynamic retargeting.
Through dynamic retargeting, brands are able to create unique ads for niche groups of people. This enables businesses to target these exact audiences and provide them with content that’s relevant to their behaviors and interests, so you’re more likely to convert them into customers later down the line.
To better target your potential customers and boost conversions, consider incorporating dynamic retargeting efforts into your digital marketing strategy! To get you started, here is everything your brand needs to know about dynamic retargeting.
An Introduction to Dynamic Retargeting Ads
Above all else, you need to understand that retargeting is about one thing: staying at the forefront of consumers’ minds. Around 96% of your site’s visitors will leave before they make a purchase, making retargeting the perfect addition to your marketing mix to maximize returns. Here’s how dynamic retargeting works!
Recapturing Previous Site Visitors
Retargeting efforts ensure you make potential consumers remember your brand. This strategy exists to re-engage users who’ve visited your site but then moved on before making a purchase.
With dynamic retargeting, you’ll be able to show previous potential customers products and services they recently viewed on your site in an attempt to re-engage their interest. The process helps to close deals because it gives consumers a direct path back to your page so they can secure their purchase. This is especially useful if users have added products to their cart. In this case, retargeting ads act as the final push to purchase with messaging like, “Come back to your cart!”
Serving Personalized Ads
Dynamic retargeting is special as these ads are generated dynamically and served to consumers based on the products and pages they’ve already browsed or engaged with on your website. This creates a truly personalized experience for your potential new customers. As any marketing expert knows, personalization makes the consumer feel valued or important, which is critical to conversions.
With dynamic retargeting, machine learning gets to know your potential customers’ behaviors, understanding when they’re most likely to convert. In doing so, the algorithms create personalized ads based on each person’s preferences, then deliver ads when those people are most intentional about making purchases.
Awareness Is the Name of the Game
Going back to the main goal of retargeting, it’s crucial to stay at the front of your users’ minds. Centering your focus on top-of-funnel tactics will help generate as much success for your brand as possible.
What Is a Static Ad?
If you were previously unfamiliar with dynamic retargeting, then you might also be wondering what the difference is between static and dynamic advertising.
Static ads don’t change. In other words, marketers can use static ads when they want to build awareness surrounding their brands and reach large audiences. When certain static ads showcase in banners or videos, they’re often misinterpreted as dynamic ads, but this isn’t the case at all.
Dynamic ads, on the other hand, display differently based on the data that’s available. These ads populate based on users’ behaviors, and, as such, are able to target very specific audience members.
In the world of Pay-Per-Click (PPC) campaigns, each of these options has a few pros and cons to be aware of.
| Pros | Cons | |
| Static Ads |
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| Dynamic Ads |
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What Are the Benefits of Dynamic Retargeting Ads?
When it comes to the benefits of remarketing, the list is pretty long. From the experts at Zero Gravity Marketing, we believe (and have seen) the returns on dynamic remarketing to be immense. Here are a few reasons we are huge proponents of dynamic ads.
Utilization of the Google Display Network
In terms of Google retargeting ads, you’re best served to use the Google Display Network, which features prominent web properties such as Google Search, YouTube, and Gmail. With this tool, you can reach people via your website, mobile app, video, and regular content.
Targeting Ads Based on Demographic Data
The beauty of dynamic display ads is that you get to tell the system what kind of criteria you want to look for in your target audience. This way, you can get the best returns on your investment (ROI) possible with Pay-Per-Click advertising. The benefits are two-fold:
- Your advertisements are being shown to people who have already expressed an interest in your brand.
- Your ads target potential customers based on demographic data that put them into a bucket of “most likely to buy.”
Placing Competitive Ad Bids
Did you know that Google has tools to let you see what’s happening from a user’s first click all the way through to their final purchases? With a conversion optimizer, you can make the most of your ad budget and help to avoid over-bidding.
This tool allows you to:
- Create cost-per-acquisition goals.
- Determine your maximum advertising expenditure.
- Identify trends.
- Adjust your campaigns based on performance.
Zero Gravity Marketing: The Marketing Professionals
If you’re struggling to reach your audience and boost conversions, luckily there are tools and resources out there to help. For the best support and a digital marketing strategy that delivers high returns on your investments, trust the experts at Zero Gravity Marketing. There’s no better team of strategists to help take your brand to the next level.
For dynamic PPC ads that will bring users back to your page and convert them to customers, contact our team.
