Adding the Dynamic Remarketing Tag to Your Website

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Abandoned shopping carts are a slap in the face; they are a reminder that you have done great work in getting customers to your site and leading them through the sales funnel. What you haven’t done, for whatever reason, is seal the deal with a purchase. There are a host of reasons for this: buyers might simply change their mind. They may navigate to other sites to compare prices and never return. You may spring unexpected charges, shipping fees, or laborious forms on them. These are all fixable elements of your CRO campaign that can help you convert future visitors. But what about those who have left items in their carts? Can you entice them back?

That is the goal of remarketing. You have probably experienced it yourself. Say you are on Amazon looking for swimwear. You wander away, and when you log into Facebook, you see an ad on the right side of the page for swimwear from, you guessed it, Amazon. Retailers are not allowed to use sensitive information in remarketing, but they can use information about customer interests and geography to target their audience effectively.

Google’s Dynamic Remarketing tool can help you customize ads and reach your customers. This will boost your conversion rate and eliminate a few of those abandoned carts. If you are a member of Google Merchant Center, you can use the Dynamic Remarketing tool to see an uptick in conversions. You will have to put the Dynamic Remarketing tag on each page of your site. Here’s a quick rundown:

  • Find your remarketing tag. This will collect product information and the pages customers visit (product page, general visit, etc.). To do this, go to your AdWords account and click on Shared Library on the left. Select View in Audience section. You will now see a Remarketing Tag box at the top, and it will tell you if it is active or inactive. Click on the View tag details.
  • Assuming your tags are not active, select View remarketing tag and instructions. This will find your tag and instructions on how to add it to your website.
  • Here is a look at what that could will look like from Google (though not exact – you still have to find your own):

 

<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_conversion_label = "YYYYYYYYYY";
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type=”text/javascript” src=”//www.googleadservices.com/pagead/conversion.js”>
</script>
<noscript>
<div style=”display:inline;”>
<img height=”1″ width=”1″ style=”border-style:none;” alt=”" src=”//googleads.g.doubleclick.net/pagead/viewthroughconversion/XXXXXXXXXX/?value=0&amp;label=YYYYYYYYYY&amp;guid=ON&amp;script=0″/>
</div>
</noscript>

 

  • Now you have to add your custom parameters. These will be inserted on top of the tag. Google has a list of custom parameters you can add to properly identify your products and pages. You can see those here.
  • Add the code to each page of your website.
  • Next, create your remarketing lists in AdWords. Go to Shared Library > Audiences > New Audience > Remarketing List.
  • Create a List Definition. You can create lists for people who visit specific pages, specific products, the site in general, who completed a specific step of the process, or who meet other criteria. You can make as many lists as you like without the need for more coding.

The groundwork is now in place and you can design ads that capture – or recapture – the interest of your customers. This is a great tool from Google, and the search engine has a lot of information and instructions, so get coding!

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