Real Estate Dynamic Remarketing

In my previous blog post I wrote about remarketing strategies in the real estate field what could help you to improve ROI in your PPC campaigns. They key conclusion was that you need to segment your audience and reach a specific segment with relevant messages. For example if someone is looking for apartments in Fort Lauderdale, do not use an ad copy like houses for sale in Miami. However both visitor are looking for real estate in South Florida, but that is a higher segmentation. If you want to spend to digital marketing budget effectively in AdWords for remarketing, you need to use more segmented campaign.

We could segment our website visitors by location, property type or price, but can we go deeper? Can we create more specific segments to serve these visitors with more relevant ads? What do you think if could handle 1 visitor as 1 segment? In this case we can serve personalized ads, that would be really effective. The great news is that is possible to do that it’s name is dynamic remarketing.

Dynamic remarketing vs. remarketing

OK, we could see that there is one word difference, dynamic. But why this solution is dynamic? You will find the answer at the ads. On Google AdWords you can create banner ads, but they have static content. Dynamic remarketing ads are dynamic, so they only have a fixed layout, but the content of the ad is dynamic. In the real estate industry we handle real properties on the item level, so we can advertise specific real properties. Let me show you an example ad how it looks like.

 real estate dynamic remarketing

If ads are dynamic, how could they get my content like pictures, prices, etc? This is one of the key part of the dynamic remarketing campaign, it called dynamic display ad feed which is the database of your real property items. This blog post will only summarize the purpose of dynamic remarketing, I will create another hands on blog post how to setup your real estate dynamic remarketing campaign in AdWords.

Feed + tagging = personalized real estate ads

Dynamic ads provide visitors with personalized ads, so AdWords needs to collect visitor specific information about his interest. This is the other key part of the dynamic remarketing campaign called dynamic remarketing tagging. That is the solution how website could send data to AdWords about a user interest.

One hand we have a database about our real estate items, on the other hand we have visitor data about their interest, so that is the relationship how dynamic ad will serve personalized content with the help of AdWords recommendation system.

Dynamic remarketing is a great solution at the real estate performance marketing field. You can target your audience with really relevant ads since it uses personalized recommendations. I made a quick research how often do real estate companies uses dynamic remarketing and the result is only a few companies are using dynamic remarketing. That means if you will implement dynamic remarketing for your real estate campaigns, that will be definetly a competitive advantage.

Stay tuned, I will come up soon with the guide how to setup real estate dynamic remarketing campaigns. Until that if you have any question, feel free to send me a comment or an email.

Dynamic remarketing vs. recommendation system

Dynamic remarketing for ecommerce

Dynamic remarketing was available for shopping campaigns at AdWords, so only ecommerce sites could use dynamic remarketing feature. I have managed many ecommerce website’s AdWords account where I used dynamic remarketing and usually I reached higher ROI than account average. Since dynamic remarketing shows exact item details in ads, AdWords needs to use a standard feed with item parameters. For an ecommerce website that is not a big deal to create a product feed what you can upload to Google Merchant Center which serves your dynamic remarketing campaign at AdWords with product feed.

dynamic remarketing

Dynamic remarketing for classified websites

That looks great and solution is not too complex, but what happens if I am managing a travel agency PPC campaign and I would like to use dynamic remarketing? I can not upload my offer feed to Google Merchant Center, however my offer feed contains some similar parameters like price. As another example what could be the solution if I have a real estate agency, I have a listing feed about real properties, but I can not run a dynamic remarketing campaign. Until September we had to accept this situation that we can run dynamic remarketing only for ecommerce sites, but we had another option, we had to use a recommendation system.

What is recommendation system?

In my previous blogpost I explained what is a recommendation system and why that is useful. As I described if non-ecommerce website wanted to show exact item details in their ads instead of general ads they need to use a recommendation system. For example I have a car listing website. Visitor A visited a details page of BMW 530d and visitor B visited details page of BMW 328i. In a remarketing campaign I could create a BMW banner ad and show it to both visitor, but it would be better to show BMW 530d cars to visitor A and BMW 328i cars to visitor B in my ads.

Dynamic remarketing for other industries

Google rolled out dynamic remarketing in this September for many other industries, so they provide marketers with similar solution like many other recommendation system vendors have developed. Furthermore if you want to use a recommendation system vendor service you have to pay for that. On the other hand dynamic remarketing is a free service at AdWords.

Dynamic remarketing vs. recommendation system

So if I am using a recommendation system vendor service do I need to change to dynamic remarketing, because that provides me with a similar service for free? We can not say that now?

  • We don’t have any A/B test result where we ran a recommendation system vs. dynamic remarketing, so we don’t have any data about ROI.

  • You have more flexibility to create ad layout if you work with a recommendation system vendor

  • If you don’t spend all of your digital marketing budget on AdWords you need to keep in mind dynamic remarketing is only available on AdWords. You need to serve personalized ads at other ad networks.

In the next few weeks I will work on to setup an A/B test for dynamic remarketing and recommendation system and I am going to share results with you.