Dynamic remarketing: features of the tool for the property market
Dynamic remarketing is a tool designed to encourage consumers who have not made a purchase to return. Unlike traditional remarketing, dynamic remarketing uses an intelligent system to attract attention. It showcases a specific product that the user has previously viewed. This approach has proven successful in various fields, including the property market.
How it works:
1. A consumer viewed an advert for a house or flat but did not take any further action.
2. After some time, the system shows them the same advert again.
3. For added effect, the specific advert is accompanied by several similar ones.
This type of remarketing is not perceived as aggressive advertising or spam. It aims to remind consumers that their interaction with the company is not over.
The approach is particularly relevant in the property sector, where sales cycles tend to be long. A buyer may spend a long time researching different offers, consulting estate agents, and browsing different websites before making a decision. During this period, the user may leave the website, causing the company to risk losing a potential customer. Dynamic remarketing helps bring consumers’ attention back to a particular property, thereby increasing the chances of a successful transaction.
An example of using dynamic remarketing
Dynamic remarketing is also effective in the premium property segment. Consumers often view adverts but do not make an immediate purchase. The strategy to bring them back involves the following steps:
– collecting data about properties that consumers were interested in: photos, price category, location;
– synchronising the information through Google Merchant Center;
– launching an advertising campaign that automatically selects ads previously viewed by a particular user;
– adding two similar adverts.
Thanks to this strategy, Atlant Digital achieved significant results. One month after launching dynamic remarketing, the number of requests had more than tripled. The cost per click fell from USD 46 to USD 15. The team achieved this effect by setting up the campaign correctly.
It is worth noting that this dynamic approach can be applied to different sectors. It is effective in all niches where the decision to buy is not made immediately. This method is ideal for complex markets, such as the sale of luxury goods or cars.
The key is to focus on consumers who are already interested in the product. They have a clear idea of what they want to buy, so it is much easier to convince them to make a decision. Dynamic remarketing enables you to influence a warm audience. It does not let them forget about the company and its offer. The most important thing is to clearly define the characteristics of the product that consumers are interested in. Thus, they will see content relevant to them, which will encourage them to take further action.