Advertising through dynamic remarketing is a great way to reach potential customers who have already interacted with your brand, website, or product. By targeting based on past product views, adds to cart, or purchases, advertisers can promote the right products to convert shoppers into loyal customers.
One limitation to the success of dynamic remarketing campaigns is the audience criteria you can use to create a dynamic remarketing audience. There are certain criteria that cannot be used to target these potential customers. Any criteria that does not have a direct connection to a user’s activity on your brand’s website is out of bounds.
First, you cannot use demographic criteria to create a dynamic remarketing audience. This means you cannot target users based on age, gender, or location. Marketers may be able to get an idea of a customer’s age and gender from the products they have viewed or purchased, but they do not have enough of this data to target through dynamic remarketing.
Second, you cannot use psychographic criteria to create a dynamic remarketing audience. Psychographic criteria refer to segments such as interests, lifestyles, or opinions. You cannot target a specific segment of customers based on their life interests, opinions, or habits. Dynamic remarketing is limited to past online behavior, such as product pages visited or items added to cart.
Third, you cannot use behavior criteria to create a dynamic remarketing audience. This means you cannot target customers based on how often they visit your site or how much they spend. Dynamic remarketing is limited to targeting customers who have already interacted with your website.
Finally, you cannot use custom criteria to create a dynamic remarketing audience. This means you cannot create a custom segment of customers based on the criteria of your choice. Dynamic remarketing is limited to the criteria that are provided by the platform.
By understanding the criteria that cannot be used to create a dynamic remarketing audience, marketers can better understand the platform and create more effective campaigns. Limiting audience criteria to past interactions with a brand’s website ensures marketers are reaching the right potential customers who are most likely to become loyal customers.