You already know what retargeting is, but did you know that not all retargeting campaigns work the same way? For instance, retargeting campaigns can be static or dynamic, depending on your marketing goals. At the end of the day, you want to see a return on your retargeting investment, but this doesn’t mean the most technologically advanced solution will always create the most value.
Whether you use static or dynamic retargeting to re-engage customers who leave your website depends on:
Below is a self-assessment to help you choose between the two.
Dynamic retargeting creates unique ads for each individual customer. In most instances, this involves machine learning technology that analyzes individual behaviors to figure out which creative elements will entice an individual to return and make a purchase. Dynamic tends to be the solution that gets the most attention.
You should use dynamic retargeting if you’re running an ecommerce business with a massive product catalog. When and why someone buys one item or another depends on countless factors, so using a technology that crunches the numbers for you will save you money and time.
Here's what dynamic retargeting looks like in action. Jeff arrives on a sports apparel company's website, looks at a thermal running jacket, and then leaves. The retargeting partner gathers data on Jeff's behavior across other websites, social media platforms, and devices. The machine learning algorithm determines when Jeff is most likely to convert, creates a personalized ad based on Jeff’s preferences, and then delivers that ad when he intends to buy the jacket.
A static retargeting strategy creates several formats of the same advertisement as a part of a greater marketing campaign. After placing them on your ad serving platform, you set predetermined conditions that dictate which ads people see based on the pages they visit on your site.
Overall, static campaigns are ideal if you're trying to aggregate leads or spread awareness of a specific product or service. You want people to revisit your site to gather more information, whether that be through a gated asset or on a product page.
Say you developed a marketing campaign around an eBook. You create four ads that direct people to the eBook. Each one is triggered when a visitor browses a specific product page or article on your site. One ad may target people who looked at the product, while another may appeal to those who read articles about a topic similar to that of your eBook.
When we talk about retargeting, we usually talk about dynamic. While the technology may be more exciting, it's not necessarily the best fit for your business needs. Use the assessment above to learn which solution is right for you.< Back to blog