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How to Use Dynamic Remarketing to Circumvent Google’s Minimum List-size Requirement of 100 Users

SMBs have finally begun to adopt more advanced digital marketing strategies. What they are finding is that advanced strategies for smallwebsites differ considerably from large eCommerce-style online marketing. The goal is to tailor a marketing mix that maximizes the impact of limited local demand and modest web traffic.

Enter Remarketing.

Remarketing allows companies to retarget online users who have shown interest in their product/service in the past. It is a typical first-step toward a more robust display ad strategy. Popular for being cheap, targeted, visual, and creative, remarketing can effectively lower target CPA’s.

One of the most adaptive features of remarketing is its potential for user-specific ad content. Here’s an example:

OutClean, an exterior home service company, has a website with the goal of promoting three unique service types – each with a unique webpage.

Remarketing allows OutClean to retarget users who visit each of these pages with ad creative specifically tailored to the service. For instance, users who visited the ‘window washing’ page will later see ads related to window washing services and promotions – not gutter cleaning or roof cleaning ads.

The more targeted the ad, the higher the conversion rates.

Problem! Google Requires At Least 100 Users Per Remarketing List

In order to retarget users with Google, each must first be added to a ‘remarketing list’ (a list of cookied users who all took a similar action online). A remarketing list must have at least 100 active visitors within the last 30 days before it can be used for marketing on the Google Display Network. This helps protect the privacy of those who make up the list – something Google takes very seriously.

Although privacy is very important, the 100 user minimum for remarketing lists presents restrictions for websites with low traffic.

How Websites With Low Traffic Suffer

Let’s get back to our OutClean example. OutClean’s website averages 1,000 unique visitors per month. For this reason, they will likely be able to populate a remarketing list of ~1,000 users. This will be useful to retarget users with a generic ad message – i.e. “OutClean Does Exterior Home Services in Your Area.” What this list won’t be useful for, however, is targeting service-specific ad creative to users who looked at a specific service – e.g. window washing.

To do this, OutClean needs to make a list specifically for users who visited the window washing page. The trouble is, OutClean’s window washing page averages just 90 unique visitors per month. This list does not quality for remarketing, and OutClean is left thinking that there is no way to retarget these users with service-specific ad creative.

Enter Dynamic Remarketing

Dynamic remarketing was created to solve a problem with efficiency – how do gigantic websites with thousands of products remarket to online users without having to create thousands of lists and corresponding ads? To solve this dilemma, Google created a method for advertisers to target all users on the same list with dynamic ads­ ­– i.e. ads that are automatically created based on what product/page the user looked at during their session. This allows big websites (hotels, flights, jobs, travel, real estate, etc.) to easily target users with messages related to their unique interests. It also allows marketers to save time by letting Google create the ads dynamically based on specifications provided by the advertiser in a datafeed.

How Dynamic Remarketing Saves the Day For Small Businesses

While dynamic remarketing helps complex websites save time on ad generation, it inadvertently saves the day for little websites too. This is due to the introduced concept of targeting multiple user-intents with various ad creative across just one remarketing list. OutClean can now use their list of 1,000 visitors – and through the magic of dynamic remarketing, target users who looked at the windows page with window-related ad creative. Users can also be sent to various destination urls when they click the ad as well.

Setup Process

1) Create a remarketing list in the “Audiences” section of Google AdWords (use ‘Rule-based’ option)

2) Create a dynamic display ad feed in the “Business data” section of Google AdWords (select “custom”)

3) Create a display ad campaign and opt to “Use dynamic ads” in the campaign setup

4) Connect your dynamic display ad feed to your display ad campaign

5) Add custom parameters to the corresponding service pages on your website

6) Create adgroups and dynamic display ads

Want to learn more advanced remarketing strategies for websites with limited traffic? Call Snaptech Marketing.