Enhance Your Personalization With Real-Time Retargeting 

Carl Bleich
Carl Bleich
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If you’re not using retargeting as part of your marketing campaign strategy, you’re missing out on a huge opportunity to engage with your target audience. 

Unlike traditional banner ads, retargeting is a form of online targeted advertising aimed at people who have already visited your website or are already a contact in your database — in other words, they’re already a lead or a customer. 

This is important because you know that this audience has already interacted with your brand in some way, and you can tailor the ads accordingly with this information in mind. As a result, you’re only spending your advertising budget on people who are already interested in what you have to offer.

Retargeting allows you to deliver a personalized message to a shopper even after they’ve left your site. By connecting retargeting with other ecommerce personalization tactics, you can ensure that you’re always delivering the most relevant message possible. This will result in increased return on advertising spend (ROAS) and conversions.

But there’s one more ingredient that must be added for personalized retargeting to truly be as impactful as it can possibly be — real-time data processing. Real-time data processing is the processing of unbounded streams of input data with very short latency requirements for processing, often measured in milliseconds.  

Marketing technology has needed real-time data processing since its advent and it finally has it. We can now make the most of collected customer data by putting it to work in marketing campaigns in real time across multiple channels such as email or SMS.  

But what about personalized retargeting? Thanks to Bloomreach Engagement working in conjunction with Google Ads Audiences, real-time data processing is now possible and easy to execute with your personalized retargeting campaigns. 

Bloomreach Engagement allows companies to create meaningful personalized experiences — including remarketing campaigns using Google Ad Audiences — for their consumers through a single platform all in real time so that campaigns never miss the mark for their intended audiences. The technology working together also allows for conversions to be identified online and ad spend for individual customers to be turned off seconds after that conversion takes place so that money isn’t wasted. 

By using Google Ads Audiences through Bloomreach Engagement, you can create highly personalized retargeting campaigns that will improve your conversion rate and ROI and ensure you aren’t wasting money on advertising to customers who have already converted. 

The Importance of Personalization and the Customer Experience

Personalization has become increasingly important in the world of online advertising. 

Consumers now expect a personalized experience when they visit a website or engage with a brand online. If they don’t receive this, they’ll simply go to one of your competitors that can provide it. What’s more, generic personalization won’t cut it anymore — you need to power your customer experiences with real-time customer and product data if you hope to meet these increased expectations. 

It has never been more important to deliver the right message to the right customer at the right time. Strategizing and scaling winning customer journeys should be at the forefront of every company’s list of goals right now, and to achieve this, you need to truly know your customers via the data you’ve compliantly collected from them. 

Bloomreach Engagement makes it easy to personalize the customer experience in real time, no matter where they’re browsing from. By linking this personalization with Google Ads retargeting, you can ensure that you’re delivering what your potential customers want to see, even after they leave your site. 

The aforementioned facts also heighten the impact that real-time data processing has on your personalized retargeting campaigns. Consider this example…

Imagine you are a consumer and you purchase a pair of shoes from your favorite ecommerce shoe store. Months after your purchase, you are still receiving personalized retargeted ads for the same pair of shoes you purchased. This proves that your favorite brand does not know you on the level that you know it and this could damage the reputation this brand has with you. 

Now, imagine this example playing out at scale — thousands of customers having this same feeling after receiving an irrelevant ad. This is a risk you take when you don’t have the real-time data processing of Bloomreach Engagement helping to guide your Google Ads. 

Why Bloomreach Engagement and Google Ads?

With so much competition in digital commerce these days, you can’t afford to let potential customers jump to another store’s site without trying to win their business. 

Google Ads lets you effectively retarget people who visited your site and then left — this way, you can try and get them to come back to your site. 

You can start by taking advantage of Google Ads’ powerful platform by using features such as Dynamic Remarketing, which will show potential customers ads that feature the products they viewed on your site.  

To take your personalization to the next level and create even more relevant ads for each individual shopper, though, you’ll want to bring Bloomreach Engagement into the mix. With Bloomreach Engagement, you can go beyond the last item the person viewed on your site and use their browsing behavior to inform the content you create. Did they already purchase an item? Now you can show complementary products. Do they tend to look at certain styles and colors? Now you can show those to them instead of a default image.

Show the most relevant content to your potential customers by tapping into the possibilities that the combination of Bloomreach Engagement and Google Ad Audiences offers. By combining the two platforms, you can create retargeting campaigns that will ultimately improve your conversion rate and ROI. 

Here’s how to get started:

  1. Integrate your Google Ads account with Bloomreach Engagement. Using the native integrations within your Engagement environment, it’s simple to link your Google Ads account
  2. Create a scenario to define your audience. Using scenarios will allow you to define which group of customers is best to receive which particular ads. Create a flow within Bloomreach Engagement so that customers receive the most relevant retargeting ads. 
  3. Ensure the audience was created in your Google Ads account. Inside your Google Ads account (specifically the “audience manager” section), double check that the audience was successfully uploaded and created. 
  4. Rinse and repeat. The beauty of using these two platforms together is that the data collected by Bloomreach Engagement can be used to continuously improve the performance of your retargeting campaigns. 

This simple integration between two powerful platforms will facilitate personalized experiences for your customers, drive revenue for your business, and help you achieve your KPIs. 

Bloomreach Engagement and Google Ads Are a Strong Combination

Retargeting is a powerful marketing tool that can help you engage with your target audience and improve your conversion rate. By personalizing your retargeting strategy with Bloomreach Engagement and Google Ads, you can create campaigns that are impactful for the customer while ensuring your messages strike the right balance thanks to real-time data processing. 

To learn more about using Bloomreach Engagement with your Google Ads efforts, schedule a personalized demo today.

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Carl Bleich

Head of Content at Bloomreach

Carl works with Bloomreach professionals to produce valuable, customer-centric content. A trusted expert with over 15 years of experience, Carl loves exploring unique ways to turn problems into solutions within digital commerce. Read more from Carl here.

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