There are a bunch of retargeting ad platforms around nowadays, but the one that we currently use for Coworker is called Perfect Audience.

The reason I chose this one over Adroll or other alternatives is mainly because it has such an easy to use, simple interface. I didn’t research too heavily into all the options because I’ve heard people recommend Perfect Audience in the past and knew it did exactly what we needed.

Once you’ve got the tagging all set up correctly on your site, you can then serve dynamic ads to people based on what pages they’ve viewed.

For example if you have a fashion ecommerce store, if someone views a red dress on your website you can then then show them an ad around the internet (including on Facebook) for that same red dress.

Here’s a little blurb from the Perfect Audience knowledge base:

Dynamic retargeting is an ad strategy that lets advertisers personalize every ad impression they serve to advertisers by featuring products or content recently viewed or otherwise relevant to the user.

Most retargeting campaigns serve static ads.  That means the content of the ad is unchanging and will serve to some broad subsection of the targeted audience

With Dynamic retargeting, Perfect Audience advertisers can pull in information from their product feeds (product images, prices, product names) and feature that content in the ads.  The ad creatives themselves are therefore dynamic, and always changing based on what data Perfect Audience knows about their visitors behavior during their time on your site.

For instance, if you have an online store selling hats and are running a dynamic retargeting campaign with Perfect Audience, when your lost visitors see the ads, they will feature products they viewed or added to their cards.

The end result of this personalization is a 2-3x boost in click rates for dynamic ads over static ads.

The only slightly annoying thing here is to do dynamic retargeting ads, Perfect Audience requires you to use a Google Merchant Center Product Feed. So you’ve gotta sort that out first before connecting it to your Perfect Audience account.

The next most important thing if you plan to do dynamic retargeting ads is to make sure you modify the default Perfect Audience tracking tag to be able to send the Product ID.

I’ll pull directly from the Perfect Audience knowledge base again here for instructions:

We use the Perfect Audience site tracking tag already installed on your website to track your product pages to determine which products your visitors are viewing on your site. You’ll need to modify the tracking tag to send us the Product ID of each specific product on your site.

Look for this line of code within the tracking tag you installed on your site:

// _pa.productid = “myProductId”;

Remove the // at the beginning, then change “myProductId” to whatever ID your site uses to identify a product. For example, this is how your tag might look right now:

And it might look something like this after you’ve changed that line to insert your product ID:

You’ll need to make this change to the tracking tag on every one of your product pages.

Depending on the type of business you have, you might want to create dynamic ads for category pages as well (eg. let’s roll with the fashion ecommerce store example again and imagine there is a “dresses” page). In this case, you’ll need to create a labelling system that makes sure there is no conflict between IDs.

For example, for Coworker we wanted to be able to create dynamic ads for city pages as well as the individual coworking spaces. Here’s a couple of screenshots from the Basecamp chat between me and our developer setting it up to help you consider your own variables and tagging structure:

 

I hope that helps! There are a bunch of different ways you can do it, Perfect Audience is just the one that we use 🙂

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