On The Brink: Dynamic Remarketing

ryan kelly While dynamic remarketing may not be a novel concept to many the progress it has made in its capabilities and reporting is. New ways to remarket are emerging everywhere from abandoned cart emails to stock-based product ads, while airline companies keep clients up to date on the available seating of their flight.

In the past remarketing has been launched from remarketing tags, or tag management solutions if you’re fancy, and tracked based on “post-click” or “post-impression” behavior. The concern has always been about on-site behavior after the click. Though clicks are an available metric, site behavior is not, which causes discrepancies when businesses compare their remarketing platform to their analytics platform.

New Ways of Remarketing

DoubleClick Campaign Manager (DCM) has seen a breadth of changes and updates to its platform allowing for faster, more focused, and more flexible marketing. One of these changes was the deprecation of remarketing tags. These tags will still work for remarketing but marketers can no longer create or edit them. Instead, Floodlight tags are now used to define an audience. Building off of this, Google also plans to allow marketers the ability to define new audience based on existing audiences.

Additionally, once rules are defined, lists will begin building immediately instead of taking hours to populate. This greatly empowers the marketer to organize, approve, and launch a campaign all before lunch.  And let’s be honest, that sandwich will be better without the bitter taste of unnecessary stress.

Don’t get too excited though. There may be less time spent with list population but there is now negative targeting. Marketers can now avoid delivering an ad to an unwanted audience by targeting the ads to only your intended audience. Another feature is the soon-to-be rolled out support for sharing audiences across GDN accounts, DFP networks, and DoubleClick Bid Manager.

Reporting On the Previously Unreported

While the shift from ReportCentral to the Reporting Beta was a landmark, it gets better yet. In the newly updated DCM, conversions can be tracked as both click-through and view-through. Furthermore, it is now possible to view audience membership data and compare the performance of targeted vs. non-targeted ads.

Stepping away from DCM itself, Google Analytics (GA) has also made huge strides in remarketing. Previously, one could almost count on their hand, how many options they had when remarketing on GDN through GA. Now it would take a mathematician to calculate the number of options that are available.

The new segmentation engine that was released a few months back has been implemented for remarketing as well. This new segmentation engine allows a marketer to segment on virtually anything. If a marketer wanted to target a user and remarket to them based on their location, how they reached the site, how long they spent on site, they could. Google has even added a new tactic called Sequencing which allows segmentation on a series of actions in a specific order. This opens hundreds of doors for remarketing opportunities.

Lastly, one of the most recent and pivotal reporting releases has been the induction of impression reporting from GDN campaigns. Marketers can now see where impressions sit in the customer’s journey and how they affect the customer’s behavior. This allows for the construction of new attribution models to better understand and value remarketing, not to mention other display initiatives in the company’s overall marketing mix.

New ways of dynamic remarketing are emerging everywhere and will continue as new features are released. Additionally, the insight from cross-platform reporting as well as the new reports will guide marketers closer to the true weight of attribution.

Morpheus, the full-service digital marketing agency, is a monthly contributor to The Makegood. This column was composed by Ryan Kelly, a Senior Strategist on the Analytics team.