What is Remarketing?

Remarketing is an online ad strategy in which a brand will show ads to people who previously visited their website or used their mobile app. Dynamic Remarketing, a branch of Remarketing, can be a powerful strategy in re-engaging potential customers with personalised, Data-Driven Creative, who have previously visited your site.

What is the difference between Standard and Dynamic Remarketing?

Standard remarketing involves displaying generic ads to anyone who has previously visited a particular brands website and left without converting. The goal of this type of remarketing is to bring these visitors back to the site, build brand awareness and recall from the target audience.

In comparison, Dynamic Remarketing is much more advanced. It allows an advertiser to target personalised ads based on the behaviour of previous visitors, such as showing particular products or services that the visitor viewed while on site. With messages tailored to the audience, it can act as a reminder or additional motivation for potential customers to return to the site and complete what they started.

Dynamic Remarketing

Why is re-engaging with prospects and customers so important?

  • Only 2% of website visitors convert during their first visit - Whatever the reason is for your website visitors not converting on the first visit, targeting previous visitors who have previously engaged with your site is an effective way in re-engaging them and bringing them back based on what initially drew them to your products, services or website in the first place.
  • 46% of marketers believing that re-engaging potential customers who previously engaged with your website is the most underused form of marketing - Take advantage of what your competitors are not, with many businesses in many different industries not leveraging remarketing, use it as a way to create a competitive advantage.
  • According to a study by Marketing Metrics, the probability of selling to an existing customer is 60 – 70% compared to 5-20% of a new prospect
  • Attracting a new customer costs five times as much as keeping an existing one, says research from Lee Resources (2010)

Why should you use Dynamic Remarketing to re-engage?

  • Complement your existing digital, programmatic and online marketing activities
  • Target people who have already showed interest in specific products or services your business offers, reducing the path to conversion and allowing more personalised offers through Data-Driven Creative
  • Once Dynamic Creative templates are built, the investment in the template will pay off over many years, with only maintenance required. Expand the template or re-use for multiple Dynamic Remarketing campaigns for different lines of business or brands
  • Update your feed to reflect site updates and ensure the messaging evolves with your business
  • Remarketing ads are 76% more likely to be clicked than a regular old display ad, says Wordstream
  • According to a a case study from Google, Dynamic Remarketing can result in growth of 10-15% in remarketing conversions
  • Based on the behavior of visitors on your site, Google will dynamically create ads for you that include your price, image, and text of your choice or by predicting which is likely to best perform for a given user or placement
  • Automated personalised messaging that can be always-on, ensuring maximum returns and evolution of your strategy as your business evolves


By combining personalised, Data-Driven Creative with Dynamic Remarketing can be a powerful strategy to bring returning visitors to your website and drive higher conversion rates for your products and services.

For help or consultation with your Dynamic Remarketing tactics, please get in touch with the FiveStones team today.