Back in June, Google launched dynamic remarketing for retailers in on the Google Display Network and said it was testing the ads in the travel and education verticals. This week, the company announced dynamic remarketing is rolling out across all verticals including education, hotels, flights, real estate and more.
Dynamic remarketing (or retargeting) ads that automatically insert product or items related to those that users viewed on a website. The service is not unique to Google, but now AdWords advertisers can run dynamic retargeting campaigns within the platform. Advertisers create one ad that can be personalized automatically right when an ad impression is served.
A travel package site, for example, can retarget a visitor who was looking at Mediterranean cruises, could automatically show that user an ad with a special deal on the package they viewed but didn’t book.
Google says that during beta testing, advertisers across verticals on average saw conversion rates double and cost-per-acquisition drop by 60 percent with dynamic ad retargeting.
Advertisers have access to a library of templates in AdWords that automatically resize across mobile and desktop devices.
Bidding optimization tools available in AdWords can be used on dynamic retargeting campaigns as well. Google explains the optimization works “by calculating optimal bids for each impression in real-time. This means if you sell an $800 camera and a $20 flashlight, AdWords will automatically prioritize winning more of the $800 conversions than the $20 conversions.”
For these new verticals, the ads pull product images and/or names from advertisers product feeds uploaded to the new Business data section within Google AdWords. Retailer products pull from feeds uploaded to Google Merchant Center.
Dynamic remarketing will be available to all advertisers over the next few weeks.
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