Understanding the Marketing Funnel
Let’s start by understanding the marketing funnel—a concept that describes the journey your potential customers take from discovering your jewelry brand to making a purchase. It’s important to understand this journey so you can effectively use dynamic remarketing to target customers at the right stage.
Top of the Funnel (TOFU) – Awareness
The first stage is all about getting your brand noticed. Think of this as planting seeds in the minds of potential customers. They might not be ready to buy just yet, but they’re aware that you exist. At this stage, your goal is to attract as many visitors as possible. You achieve this through content marketing, social media posts, and paid advertisements.
Example: A shopper sees a Facebook ad featuring your new collection of gold necklaces. Intrigued by the elegant designs, they click on the ad and land on your website for the first time. They browse through your collection, but they aren’t ready to make a purchase just yet.
Middle of the Funnel (MOFU) – Consideration
Now that you’ve captured their interest, it’s time to nurture that interest. Visitors in the middle of the funnel are considering whether to buy from you or a competitor. They might sign up for your newsletter, read product reviews, or compare prices. Your job is to provide them with the information and incentives they need to keep considering your brand.
Example: The shopper adds a couple of gold rings to their cart but decides to hold off on purchasing. They’re not quite ready to commit, but they’re definitely interested.
Bottom of the Funnel (BOFU) – Conversion
This is the moment of truth—the stage where the shopper decides to make a purchase. It’s your job to make the final push, offering incentives like discounts, free shipping, or personalized offers that are hard to resist. This is where dynamic remarketing really shines, reminding the shopper of the items they loved and encouraging them to complete their purchase.
Example: You send the shopper an email reminding them of the beautiful gold rings they left in their cart, along with a special discount for first-time buyers. Tempted by the offer, they return to your site and complete the purchase.
The Power of Remarketing
Remarketing is your secret weapon for turning potential customers into actual buyers. It’s like gently tapping someone on the shoulder and saying, “Hey, remember that beautiful gold bracelet you were looking at? It’s still here, and it’s waiting for you.” But what makes dynamic remarketing so powerful is its ability to show ads that are highly personalized and relevant to each visitor.
With dynamic remarketing, you can display ads that feature the exact products your visitors viewed on your site—whether it’s that elegant gold necklace or a sparkling diamond ring. This level of personalization not only reminds them of what they loved but also entices them to return and make a purchase.
Remarketing Options for Jewelry Websites
Before diving into the setup process, it’s important to know that there are several types of remarketing options available. Depending on your goals and the behavior of your visitors, you can choose the remarketing strategy that best fits your jewelry business:
1. Standard Remarketing
Standard remarketing shows ads to your past visitors as they browse other websites and apps in the Google Display Network. It’s a great way to keep your brand top of mind as they explore other parts of the web.
2. Dynamic Remarketing
Dynamic remarketing is the gold standard for eCommerce, especially for jewelry websites. It allows you to show personalized ads featuring the exact necklaces, rings, or bracelets that your visitors viewed on your site. The result? A highly relevant and engaging ad that speaks directly to the visitor’s interests.
3. Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads (RLSA) allows you to show ads to past visitors while they search for related terms on Google. This is ideal for capturing visitors who are still in the research phase and may be comparing your jewelry to other options.
4. Video Remarketing
If you have video content showcasing your jewelry, video remarketing can be a powerful tool. This option allows you to show ads to people who have interacted with your videos or YouTube channel, re-engaging them with your brand.
5. Customer List Remarketing
Customer List Remarketing involves uploading a list of contact information from your customers to Google. Google will then show ads to these customers when they’re signed into Google services. This is perfect for targeting previous buyers with new collections or special offers.
Step-by-Step Guide to Setting Up Dynamic Remarketing for Your Jewelry Website
Setting up a dynamic remarketing campaign might seem daunting, but it’s actually a straightforward process once you know the steps. Here’s a detailed guide to help you get started:
1. Get Started with Google Ads and Google Merchant Center
The first step is to ensure you have a Google Ads account and a Google Merchant Center account. These two platforms will work together to display your products in dynamic ads. If you don’t have these accounts yet, setting them up is simple. Once they’re ready, link your Merchant Center to your Google Ads account to allow your product data to flow seamlessly.
2. Tag Your Website with Google Ads Remarketing Tag
Next, you’ll need to add a special tag to your website. This Google Ads remarketing tag tracks the behavior of visitors on your site—like which gold necklaces or rings they viewed. This data is crucial for creating personalized ads. To set up the tag, go to your Google Ads account, navigate to “Tools & Settings,” select “Audience Manager,” and set up the Google Ads tag. Make sure this tag is placed on every page of your website to capture all user interactions.
3. Create a Remarketing List
Once your website is tagged, it’s time to create a remarketing list in Google Ads. This list will include people who visited your website and interacted with specific products. For example, you might create a list for visitors who spent time looking at your collection of gold bracelets but didn’t make a purchase. This list will help you target these visitors with relevant ads.
4. Set Up Your Product Feed in Google Merchant Center
Your product feed is a critical component of dynamic remarketing. This feed, uploaded to Google Merchant Center, should include all the jewelry items you want to advertise—complete with product names, prices, and high-quality images. Make sure your feed is always up-to-date with accurate information so your ads display the correct details.
5. Launch Your Dynamic Remarketing Campaign
Now that your groundwork is laid, it’s time to create your dynamic remarketing campaign. In Google Ads, start by selecting “Display” as your campaign type. Choose “Sales” as your campaign goal, then opt for “Dynamic ads.” Link the campaign to your Merchant Center product feed to ensure the right products are showcased in your ads.
6. Design Stunning Dynamic Ads
Your ads need to be as eye-catching as your jewelry. Use the Google Ads Ad Gallery to create responsive display ads that automatically adjust their format and appearance to fit different ad spaces. Highlight the beauty of your gold jewelry with high-quality images and clear calls to action like “Shop Now” or “Discover More.” The more visually appealing your ads are, the more likely they are to attract clicks.
7. Set Your Targeting and Bidding Strategy
Choose your audience targeting based on the remarketing lists you created earlier. Focus on people who showed interest in specific products. When it comes to bidding, consider using a strategy like “Target ROAS” (Return on Ad Spend) to maximize your profitability. This strategy helps you automatically adjust bids based on the value of conversions.
8. Monitor, Test, and Optimize
Your work doesn’t stop once the campaign is live. Regularly monitor its performance by checking key metrics like click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Test different ad creatives, adjust your bids, and refine your audience segments as needed. The goal is to continually improve your campaign’s effectiveness, turning more browsers into buyers.
Conclusion
Dynamic remarketing is an incredibly powerful tool for any jewelry eCommerce website. It allows you to re-engage potential customers by showing them personalized ads that feature the exact gold necklaces, rings, or bracelets they admired on your site. By following the steps outlined in this guide, you can set up a dynamic remarketing campaign that not only boosts your sales but also strengthens your brand’s relationship with your customers.
Ready to make your gold jewelry shine online? Set up your dynamic remarketing campaign today and start turning those browsers into loyal buyers!