Most large ad networks, specifically Google Ads and Facebook provide dynamic remarketing or dynamic ads features that allow you to tag your website visitors who did not convert (meaning they haven’t performed the desired action, usually a product purchase, complete registration process etc.) and show them a different offer, an incentive or any other call-to-action that they weren’t exposed to during their previous visit and may help them decide to complete the desired action after all.
In order to successfully run remarketing campaigns, every relevant page on your site needs to be tagged with the appropriate tags. The tagging conventions vary, but usually 3-4 different parameters are all that’s needed for each tagged page:
Although many parameters are available, the three below are most commonly used for ecommerce sites:
- ecomm_prodid (product catalog ID or multiple IDs for multiple products in cart and other pages, should match the IDs in your product feed)
- ecomm_pagetype (category page, product page, cart etc.)
- ecomm_totalvalue (value, or values of products if multiple items in cart and other scenarios)
Facebook also requires 3 basic parameters;
- Content_type (usually a static parameter labeled “product”)
- Content_ids (product catalog ID or multiple IDs for multiple products in cart and other pages, should match the IDs in your product feed)
- Value (value, or values of products if multiple items in cart and other scenarios)
It is also a good idea to add the currency parameter, especially if you sell in more than one region or country.
Implementing with Tag Manager
With most websites, implementing dynamic remarketing with Tag Manager requires no further help from a developer and can be done solely using GTM. This can save site owners and advertisers a lot of valuable time and money, and can also help focus on the campaign itself and not the technical issues needed to run it smoothly.
Product Catalog Feed
You will also need, both for Google and Facebook, a product feed or product catalog. This almost always requires either a dedicated addon to your CMS (magento, WordPress, Shopify etc.) or the help of a developer, which usually means building a daily updated CSV/TSV file containing your store inventory along with data such as product ID, name, description, link to image and the product itself, price, availability and other fields of data.
While Facebook and Google product feeds vary slightly, you can easily build a single one to be used by both.
Business Types Using Data Feeds
While this pages discusses the most common online industry: retail, we can use the same methods to implement dynamic remarketing tagging for other business types:
- Hotels and rentals
- Local deals
- Real estate
- Custom, i.e. any other business type
After your Site is Tagged
Once your website is tagged properly, you can start your retargeting campaign on whatever advertising platform you use.