How to use Dynamic display ads for successful retargeting

HTML5 dynamic ads, AKA dynamic banners, are a digital marketer’s secret weapon.

By automatically altering content and promotions to display the most relevant copy, imagery, or landing page to each individual, these dynamic creatives are revolutionizing the advertising landscape.

Unlike traditional static or animated ads, where numerous versions need to be created, with dynamic ads you just have to design a single template. Then, you can automatically create tailor-made ad content for different target audiences.

In this article, we now explain how these ads work and what type of dynamic ads you can create, as well as we will show you some real case studies of HTML5 dynamic ads.

How does dynamic retargeting work?

Dynamic retargeting, as part of the Google ads dynamic remarketing setup, works by placing a cookie on the user’s browser when they visit your site.

When the visitor leaves your site and browses other sites within the Google Display Network, your dynamic ads appear with content specifically tailored to their earlier browsing behaviour on your site. This might be the same product they were looking at or related products they may find interesting.

Types of dynamic displays advertising

Now, let’s uncover some effective strategies that can take your advertising efforts to the next level:

1. Dynamic retargeting ads: keeping your brand top of mind

Ever noticed ads that seem to follow you around after you’ve visited a website? That’s dynamic retargeting at work.

By combining audience-targeting display ads with retargeting tactics, businesses can remind potential customers about their products or services. Whether through site retargeting or Google Display Remarketing, these ads keep your brand in front of interested users, leading to increased sales and a better return on investment.

2. Dynamic display ads with feeds: personalization for engagement

Imagine ads that show you products you’ve already looked at or suggest related items.

Dynamic display ads with feeds do just that. By connecting your product feed to these ads, they adapt in real time, showing product images, prices, and features that match a user’s online journey. This personalized approach enhances brand visibility, drives website traffic, and boosts sales.

3. Geo-targeted display ads: reaching the right audience at the right time

Timing and relevance are crucial in advertising.

Geo-targeted display ads excel at this by targeting users in specific geographic areas. If you’re offering a service or product in a particular location, these ads ensure that you’re reaching potential customers exactly when and where it matters most. Combined with demographic targeting, this approach creates highly focused and engaging campaigns that lead to more sales.

4. Localizised and adapted ads: going global with your campaigns

Expanding your campaign internationally requires more than just translation.

It demands adaptation to fit different cultures and formats. Whether it’s about changing images, copy or call to action to target specific audiences, dynamic banner ads ensure your ads remain effective and appealing to your buyer personas.

Examples of dynamic banner projects

At AGCS, we have built several dynamic banner ads, and here below are a few examples:

1. Autodesk Fusion 360

These banners are dynamic through feeds, and they give the client control over their display banner campaigns through the use of Google Sheets or RSS feeds from a website.
Through this method, elements of the display ads,  such as copy, image, CTA, and background, can be changed at any time without touching the code of the banners themselves.

2. American Tourister

These banners include an interactive slider containing several products, which are linked to the dedicated sales landing page on the American Tourister/Samsonite website.

3. Amtrak

After a master banner is created, it’s easier to roll the entire set out for different countries from there, changing elements like text to local languages or imagery to reflect the lifestyle of the country it’s displayed in.

How e-commerce websites benefit from retargeting ads.

Implementing dynamic remarketing ads is a game-changer for e-commerce businesses.

In essence, this marketing tactic allows the webshop to create a personalized shopping experience for your users, even when they’re no longer on the site.

This is where the concept of dynamic retargeting comes to the fore. It displays specific products or enticing offers to people who’ve previously visited the eShop, showing an interest in its products. This is incredibly beneficial for cross-selling or coaxing back customers who’ve abandoned their shopping carts.

These ads act as gentle reminders, nudging the user to revisit the site and complete the purchase, hence improving conversion rates.

Conclusion: HTML5 dynamic ads are a must in retargeting

By allowing you to promote a wide array of products without constant adjustments, dynamic display banners help you save time and lower costs.

Additionally, it delivers personalized content that resonates with individual user preferences, fostering customer loyalty and increasing conversion rates, especially for e-commerce websites.

Dynamic banners, when utilized effectively, are a valuable tool for expanding your audience and acquiring more users. They offer a combination of sophisticated programmatic advertising with personalized content, providing an effective approach for audience retargeting.

Get in touch with us if you want to remind your customers of the value you can offer!