10 Research-Backed Benefits of Dynamic Remarketing

This is relatively straightforward – display remarketing ads ultimately lead to more conversions from previous visitors of your site. Importantly, where you can differentiate yourself from the rest of the market is through the creative of your display remarketing ads.

With 70% of programmatic campaign performance based on creative (Google Media Lab Research), when you’re able to combine Dynamic Remarketing with other strategies such as Data-driven Creative, you can amplify personalisation of your programmatic media buying to drive even more conversions. When developing these complex solutions, it’s important to work with Creative experts to ensure correct implementation.

With 25% of online viewers actively acknowledging they enjoy seeing remarketing ads, it comes to no surprise that nearly 60% of people at least consider ads on products they previously viewed. This is where smart organisations are leveraging the psychology of buyers, serving clever, conversion based ads to trigger a purchase behaviour. Read our 7 Dynamic Remarketing tactics for more.

While it would be expected by most that remarketing ads, being based on products and services that a prospect has already shown explicit interest in, would be more effective, a 10x higher CTR clearly highlights the potent, powerful impact that remarketing can have regardless of industry.

Interestingly (and possibly considered counter-intuitive by some), many marketers are using search remarketing to reinforce the brand recall and recognition following someone visiting their site. To compliment this, 60% are using search remarketing for social engagement and 58% for customer retention, suggesting a disconnect and opportunity for a many organisations. Are you correctly utilising remarketing across the funnel? FiveStones can consult with you on best practice search remarketing strategy to achieve your remarketing goals and drive prospects to convert.

With all the different research reinforcing the power and potential of remarketing, it’s a logical conclusion that many organisations that have previously used remarketing as a strategy have seen better results than through other campaigns. This is due to remarketing looking at the intent of a prospect then serving ads to those that have shown explicit interest in a particular product or service.

Further to benefit #5, the research from Wordstream, confirms that Search Remarketing ads are effective in generating conversions (for lower funnel prospects). Given the cost of Remarketing Lists for Search Ads (RLSA), it comes as no surprise that many organisations are not using it as a strategy to more directly drive conversions and in turn, achieve a higher ROAS. This is where working with an expert remarketing consultancy can achieve quick wins with your Dynamic Remarketing strategy and bottom line.

Benefit #5 (above) provides context around why brands may focus on particular types of remarketing (such as Search) from a brand awareness perspective. With only 2% of people converting on the first visit, prospects typically require more than 1 or 2 interactions with your brand to convert on your site.

For those that don’t engage with your remarketing ad, the reinforcing of your brand while not instantly leading to a click or conversion, can often lead to many prospects researching your brand later on, showing the importance of a balanced, well thought through cross-channel remarketing strategy.

Another consideration, Data-driven Attribution, will correctly track and report on where your organisation’s conversions are coming from across the customer journey, allowing you to effectively and efficiently adjust your remarketing budgets accordingly, to maximise the goals of your campaigns.

Having an accurate, detailed Measurement Plan implemented across your site also allows you better activate your first-party data to implement for Attribution purposes.

With the volume of agencies and brands already focusing on remarketing, if you’re not currently leveraging the power of remarketing, you risk falling behind. The research-backed benefits on this list provide concrete reasons why so many in the market are already leveraging remarketing. To start working on your remarketing Strategy, speak to the expert team at FiveStones.

Despite privacy being a lower priority compared to a ‘deal’ for nearly half of consumers, it’s important to set expectations with all of your site visitors upfront through your privacy policy. This allows anyone to opt out of cookies and ensure that only those that are interested in personalised communications receive them. Learn more within tactic #1 from our 7 Dynamic Remarketing Tactics article.