What’s the difference between Standard Remarketing and Dynamic Remarketing?.

Remarketing is a technique which targets website visitors with Ads once they leave your site. Through platforms like Google and Facebook, you can continue to serve ads to these visitors as they browse the web or social media. Remarketing in Thailand is common in most digital marketing strategies, however with the rise of ecommerce type websites more businesses are starting to explore ‘Dynamic Remarketing’ to help increase CTRs and boost revenue.

Standard Remarketing Serves Static Advertisements

Standard or static remarketing is the most commonly used type of remarketing. Here you can create a single or a series of advertisements which are shown to your audience once they leave your website. When using multiple Ad creatives platforms like Google will usually favour the best performing creative. By applying certain conditions and filters you can determine when and how people see these ads.

Using the pre-set conditions, businesses can choose the browsing behaviour that triggers a specific ad. For example, you may only want to show ads to visitors who have not yet reached a certain page, such as the Thank You page, this will ensure that you are not retargeting visitors that have already made an enquiry.

Standard remarketing offers many advantages to businesses looking to generate enquiries or sales where the conversion often takes place over a longer duration of time and multiple visits. Making use of a wide variety of ad formats including GIF and HTML5, you can tailor the message that viewers see and take the opportunity to promote a specific service or promotion.

Dynamic Ads Deliver Personalized Advertising

With dynamic remarketing, the ad content is ‘dynamic’, showing information based on the products or pages the customer has previously viewed whilst on the website or mobile application. This delivers a more personalised ad creative, which when coupled with a discount or special offer usually results in a much higher click through and conversion rate.

By placing a custom tag on the website, which includes information such as ProductID (usually in Tag Manager or Analytics), each time a potential customer visits a product page the data is recorded and sent back to your audience list.

In order for the product information to display correctly you will need to creative a feed using the Google Merchant Centre, if you are running a Shopping Ads campaign then you can use the same product feed.

The Google Adwords platform allows for basic creatives to be made easily, as with most Google creatives they are functional and fairly quick to setup.

Custom Ads can be a little trickier to setup and require a good understanding of HTML5 as the ads need to be fully responsive as well as allow for dynamic information.

If done correctly custom dynamic creatives can look great.

While the concept of this dynamic approach is easy to understand, the initial set up and product tagging can be complex depending on the type of ecommerce platform that is being used.

When Should You Choose Static Remarketing?

Static ads are best used for promoting an individual product, event, or offer. For example, if you have a limited selection of products or services, you may not need a wide variety of ads tailored to each visitor.

These static ads are also useful for business-to-business advertising and lead generation. If your primary goal is to build interest or awareness around your brand or services, standard remarketing is the preferred choice.

When Should You Choose Dynamic Targeted Ads?

Dynamic remarketing offers unique ads based on a user’s browsing history. This may be more effective at bringing potential customers back to your site, especially if you have a wide range of products or services.

Dynamic remarketing requires a product feed, and is therefore only available to sites which are use a product inventory. The key with dynamic Ads, as with Google shopping is that the information is tailored to each visitor, showing up to date information based on the websites product feed.

Last Thoughts on Dynamic and Static Remarketing

The average conversion rate of an eCommerce shop is around 2%. This means that most of the people who visit your website will leave without purchasing a product or requesting additional information. Both dynamic and static remarketing can help bring these potential customers back to your website.

There are two main factors to consider when selecting the right type of remarketing. This includes your customer base and the services or products available on your website.

If you need to advertise a wide range of products or market to a broad audience, the dynamic method provides personalized ads that may help increase conversions. If you need to advertise a single item or target a niche market, the static ads provide the control that you need to deliver specific ads.

Regardless of which option you choose, remarketing provides a great return on investment and may be the key to boosting your conversion rates. If you are looking for some help or advice on which type of remarketing is suitable for you, speak to a consultant at Phoenix Media today on 02 038 5400 or email info@phoenixmedia.co.th

About the author

As the managing partner for Phoenix Media, Rob brings over 10 years’ experience in digital marketing and running successful agencies in the UK, Australia and Thailand. Starting in a sales role he has covered all aspects of the agency from sales and service to technical ad operations. Reach him directly on rob@phoenixmedia.co.th