An Overview of Google Feed Remarketing and Its Advantages
The Google Feed is a personalized stream of articles, videos, and other content. The feed chooses content from articles and topics followed by users, looks up, and displays it as scrollable content on Google’s flagship app for iOS and Android devices. Created as Google’s solution for a one-stop browsing and search page, the feed delivers bite-sized information and news. Read further to learn how to use Google Feed as a remarketing portal.
What can users do with their Google Feed?
Google’s engineers have developed advanced machine learning algorithms to understand better what is essential to its users and share relevant content. This is based on personal search history and local and global trends. With every user interaction, the content gets more personalized and tailored to individual tastes. Users can also edit their preferences and follow or unfollow topics in their feeds besides the algorithm’s suggestions. This helps them customize their feeds to their liking and only receive news and updates on topics they prefer. This, however, does not limit perspectives on a story, as users can receive a variety of viewpoints and related information to give users a holistic picture. The application has made it easier for users to dive deeper into the content they like. The feed aims to serve as a tool for users to cultivate a deeper understanding of their interests amidst busy schedules.
How can marketers use Google Feed?
Google is currently testing out its in-feed advertisements across Android devices. These ads operate like other pay-per-click advertisements (PPC) for search, video, and display. Since the format is similar, users feel more comfortable and are more likely to interact with these ads. To further improve click -through rates (CTR), these ads allow marketers to use images and blend into the feed. In addition, if marketers feel they missed their target audience or would like to see them interact more with their products, they can use features like dynamic remarketing.
Dynamic remarketing
Remarketing allows you to show tailored content to people who have visited your website or interacted with your advertisements in the past. Dynamic remarketing can help you take this a step further by letting marketers show ads based on the products and services that a prospective customer viewed on their website. Tailoring ads to users can help marketers build leads and grow sales by asking users to revisit their page and complete what they set out to do. Some added benefits of using dynamic marketing are listed below.
Ad scalability
Dynamic marketing ads can be scaled to cover your entire inventory , so you can pair your products and services as you want. By this, you can ensure that you offer only the most up-to-date products to your customers.
Powerful feeds
With basic .csv, .tsv, .xls, and .xlsx feeds, the Google Ads product recommendation engine can pull products and services from your feed. The recommendations are tailored to create the best display of products based on popularity and the user’s website history.
High-performance layouts
Google’s advanced algorithms also allow the Ads Manager to predict which ads perform best for the user, placement, and platform where they should be displayed.
Real-time bid optimization
The algorithm also predicts and calculates the optimal bid for each impression to offer marketers the best price for their ads.
Requirements for remarketing
With the face of marketing changing constantly, it may be challenging for marketers to stay updated. Using data algorithms such as Google Remarketing feed to advance their marketing campaigns will prove beneficial. To integrate Google Feed’s remarketing features with their regular ads, marketers must ensure the following aspects are in place.
A product or service feed
Marketers must create a feed that includes all products and services. This feed must also have features of the items, such as unique ID, price, image, and more, so these details can be helpful in your ads. Generally, this feed is uploaded to the Business Data section of the Shared Library. Retailers must upload this feed to the Google Merchant Center.
Responsive display ads
These ads are asset-based and can automatically alter their size, appearance, and formatting to fit available spaces.
Custom parameters for website marketing
Marketers must also turn on the dynamic remarketing tag with custom parameters on all their website pages. This allows your website visitors to be added to remarketing lists, and they will be associated with the unique ID of the products they viewed for tailored advertising. One can find this tag in the Audiences section of the Shared Library. To implement feed-based dynamic remarketing, marketers must set up their dynamic display ad feeds through the Google Ads UI and corresponding feed IDs. Marketers may also use API to create Feed, FeedMapping, and FeedItem objects and ads. Marketers must select the same business type as their feed when setting up their Google Ads tag data source.
Remarketing’s benefits
Many successful business stories from companies have utilized remarketing features to bump up numbers and achieve their targets. Some companies that have used Google’s Remarketing feature have reported 30-40% growth in their overall revenue with dynamic marketing. Other companies have also witnessed similar results with their dynamic marketing feed efforts, with one outdoor gear and outerwear retail store reporting 5x growth compared to their regular marketing campaigns.
In addition to remarketing, marketers can also opt for Dynamic Prospecting, which uses machine learning to understand what potential customers want. The algorithm then combines this with demographics-based details like age, gender, and household income, to match the user with products from the feed. These products and ads are continually evaluated based on their performance, relevance, and other factors, to ensure the best results for marketers.
