Good news for Google advertisers looking to expand their advertising performance with dynamic remarketing for their products. Google has announced the launch of their dynamic remarketing program to all clients with a Google Merchant Center account. This pilot program is currently only available to those in the travel and education sectors, but they do plan to expand further later this year.
Here's what the ads look like:
These ads are remarketing ads, as merchants are able to create dynamic ads that feature products a visitor has previously seen on the company's website, in order to remind those potential customers about the product. Google can also create those dynamic remarketing ads for merchants automatically.
Google has some impressive numbers coming out of what seems to be the beta test of this product with a limited number of Google Merchant Center users. For example, Sierra Trading Post saw two times higher click-through rates and a five times higher conversion rate when compared to traditional remarketing campaigns.
Google also does auto optimization behind the scenes, to adjust to serve the best performing layouts on a per impression basis. It will also automatically generate recommended, related and popular products to display in those ads. It also features the real-time bidding algorithm.
Using the dynamic remarketing requires a Google Merchant Center account. Currently, Google Merchant Center accounts are only available in Australia, Brazil, Canada, China, Czech Republic, France, Germany, India, Italy, Japan, Netherlands, Spain, Switzerland, United Kingdom, and United States. For more information on using dynamic remarketing, see this Google AdWords help article.
For more information on Google's remarketing products, including the remarketing tag and remarketing with Google analytics, you can register for Google's Learn with Google Webinar: Reaching the Right Audience with Remarketing, taking place Wednesday, June 26 at 1 p.m. ET.