Remarketing In Adwords Arrives for Internet Retailers
Google has been on rapidly releasing new advertising related features and functionality this month.
Last week it announced enhanced sitelinks and inventory aware campaigns and now it's offering up something even more attractive - the ability for advertisers with a Google Merchant Center account to launch dynamic remarketing ads.
The feature will enable advertisers to create dynamic, customizable, retargeted ads complete with product images (pulled from their Google Merchant feed) and display them to users across the Web. The offering includes auto-optimized layouts, a product recommendation engine, and real-time bidding (which can boost the performance by calculating the optimize bid for eac impression).
The remarketing feature will enable marketers to display advertising for general visitors (those that visited but didn't view any specific products), product viewers (those who viewed products but didn't add them to the shopping cart), shopping cart abandoners, those who added products to the cart but did not complete the purchase (prioritizing product based likely on price or popularity), and past buyers (which will shows related products based on the users previous purchasing habits).
Google reported some preliminary results from Sierra Trading Post. The retailer of outdoor gear and clothing experiences a 2x higher clickthrough rate and a 5x higher conversion rate. The company also indicated that while the new feature was focused on e-commerce, the company fully intends to expand the program in the travel and education sectors (among others) later this year.