My colleague Ben covered Dynamic Search ads a while ago. These are adverts that are created automatically on the basis of what Google comes across on your website. Another great advantage of these Dynamic Search campaigns is that you can also get to work on remarketing. And it’s really easy too!
Not every visitor equates to an immediate conversion/purchase; people often need to visit a website a few times before making a decision. It is also, naturally, good to know which product or service the repeat visitor is searching for; in other words, which searches is he entering in order to come back to the site.
So, what can you do?
It is important that you create a new campaign in Google Adwords. There have been tests on adding a new advert group in an existing campaign but this doesn't work (after contact with Google, this was confirmed).
When creating a new Search campaign, you choose Dynamic search adverts. You then follow the steps for creating a Dynamic Search campaign and then create your advert as Ben did in his blog:
Once you have run through all of the various steps and have defined your target area, you will see that a new table has been added at the top: 'Target Groups'.
If this is not the case, click to the right on the arrow down and tick 'Target Groups'. (If you can't find it there, you should choose the setting 'All functions' for the campaign so that you can use it).
Once you are in the 'Target Groups' tab, you can easily add your remarketing lists to the campaign/advert group using the red button:
When selecting the remarketing list of your choice, this step is very important.
You must choose between 'targeting and bidding' or 'only bidding'.
There is a significant difference between the two:
- if you choose 'targeting and bidding', your advertisement will only be shown to people who are included in your target group/remarketing list.
- If you choose 'only bidding', your advert will be shown to everyone and the people from your remarketing list.
Here, you can choose to bid higher for people from your remarketing list.
We are only interested in approaching visitors who have already been to our website so choose 'Targeting and bidding'.
Set a higher CPC bid for this campaign which focuses on remarketing visitors, compared to your Dynamic Search campaign.
This will ensure that the correct advertisement is shown. In principle, visitors who return to a website tend to convert/make a purchase, so you want to pay more for these visitors don't you?
Wait for sufficient data.
Now we have set up the campaign so that only data about visitors who return to the website is provided.
If we had selected 'only bidding' in step 3, we would also have seen data about visitors who are coming to the site for the first time.
As this is a Dynamic Search campaign, Google will include everything that it can find on your website in the adverts. This can provide insights into new search terms that you could add to your campaigns.
Once your campaign has been up and running for a few weeks or months, it is interesting to see which search terms are being entered in Google before your advert for this campaign is displayed.
You do this by selecting 'Search terms' under the tab 'Search words':
Here, you can sort the search words on clicks, displays, etc. You can also download this list and work on the basis of the data it provides. On the basis of these details, you can then decide to create specific adverts for a few search words.
I have applied this for a customer from OMCollective who offered corporate gifts.
After a few months, I was able to make an initial analysis of the search terms for visitors who had previously visited the site.
When I ranked the words on the basis of display, I noticed that many of the search words came from the same category (printing clothing and textiles). This is very interesting, and even more so if review the number of clicks compared to the number of displays.
You also see that several search words are excluded.
This is fairly logical as I added these search words to a new campaign in which I displayed a specific advert to everyone who had visited the website and searched for 'clothing or textile to be printed'. I was trying to trigger these people with a special advert which offers a discount of € 5:
Because of the fact that I had excluded these terms in the Dynamic Search campaign, I can be sure that my new advert was displayed to these visitors.
I am also prepared to set a higher CPC because these visitors are particularly relevant.
This campaign has now been running for 2 months and these are the results:
There were 28 sales in 2 months with this campaign. The average sales figure, without this campaign, was 2.
It clearly had a positive impact on the printing clothing and textile category.
If you would like new insights into your returning visitors (remarketing), this is a relatively simple method for gathering data.
If you have any questions, comments or would like more information, don't hesitate to contact us.