With holiday season already upon us, helping out marketers deliver searmless user experience for consumers using mobile apps to shop, travel, and get things done — Thursday, announced "Dynamic Remarketing for Apps," so "customers can easily take action in your app from Google ads," officials said, this holiday season and beyond.
Steping further with its Dynamic Remarketing, which primarily focused on web visitors, the new 'Dynamic Remarketing for Apps' helps target existing app users with relevant dynamic ads about the products or items they most recently engaged within the app.
"When a user decides to download your app, they are signaling that they want a more engaging experience with your brand," wrties Google. "This is a great opportunity to engage with these core users and deliver a custom, native experience that is easier to navigate for both you and your customers."
Google explains, the product catalog is organized into a feed, and when a user vists the app—the ads are shown to them and details about the items viewed are pulled from this feed into the ads.
In the example screenshot below of Wish app, after seeing a phone case, the user visits a website in the Display Network, and then clicks on the ad and completes the purchase in the app:
To get started on Dynamic Remarketing for Apps, follow these three easy steps:
First ensure to enable deep linking, "depending on the deep linking technology you are using, you may need to implement changes on your feed," says Google. "App deep linking helps connect customers directly to relevant product pages within your iOS and/or Android apps."
Next, set up remarketing and conversion tracking. Identify the remarketing and conversion events you'd like to track and set up an SDK in the app by using one of the following options.
- Third-party SDK
- Google Analytics for Firebase
Finally, create a new dynamic remarketing campaign and serve the right ads to users of your app. Or, leverage an existing Dynamic Remarketing campaign for Dynamic Remarketing for Apps, google says.