The aim of this article is to help you understand what static and dynamic remarketing are and their importance.
Regular or Static Remarketing
This is the remarketing used on the Display Network, within Google AdWords, where you can use any banner you like. All you have to do is submit the banner to Google for approval and, hopefully, you're good to go!
Creative needed: Yes, you need to send the banner to get started.
Audience: E-commerce and website owners (all audiences)
Schedule: We can schedule a start and end date for this action - if it's associated with a promotion, for example.
Sizes:
- 250 x 250 - Square
- 200 x 200 - Small Square
- 468 x 60 - Banner
- 728 x 90 - Leaderboard
- 300 x 250 - Inline Rectangle
- 336 x 280 - Large Rectangle
- 120 x 600 - Skyscraper
- 160 x 600 - Wide Skyscraper
- 300 x 600 - Half-Page Ad
- 970 x 90 - Large Leaderboard
From the list above, in our experience, the ones that deliver the most performance are:
- Medium Rectangle (300 x 250)
- Large Rectangle (336 x 280)
- Leaderboard (728 x 90)
- Half Page (300 x 600)
- Large mobile banner (320 x 100)
I'm starting a campaign, which banner format should I use first?
Of the five above, feel 100% free to choose one that you think can do an amazing job of designing! It really is important that this banner is conversion-focused and conveys the right message! As long as it's one of the above formats, relax, you're already on the right track.
Normally, companies tend to start with the Medium Rectangle (300 x 250). Perhaps it's simpler to set up a banner in an almost square format! But that's up to you 😀
Dynamic Remarketing
Not long ago, we wrote a complementary article on dynamic remarketing. In it, we showed you some of the different layouts that Google can create for your campaigns. But let's get to it! What is Dynamic Remarketing?
As the name implies, this type of campaign uses photos of your products to dynamically create banners! Of course, this banner will never be as well-designed as the one you make by hand. However, it's very important that you don't let the design speak louder than your sales! Often the "ugliest" design in dynamic remarketing has a higher conversion rate than the static one! Don't judge by appearance lol
Requires Creative: No. Pulls automatically from your Google Merchant Center account
Audience: E-commerce users
Programming: There is no beginning and end, as it automatically updates with the e-commerce values, images and products.
Read More
- Netshoes case: Doubling ROI with dynamic remarketing
- Google's guide to Dynamic and Static Remarketing:
