Outbrain is a leading recommendation platform, and it can be used to recommend products or services on the largest content sites in Israel and around the world. Outbrain has partnered with content sites, making it possible to reach all readers of these content sites and serve them recommendations for products you want to promote, in an environment that is right for your brand and when readers are in discovery mode. It is recommended to read the article on how to set up your first campaign on Outbrain and also how to segment audiences on Outbrain.
In this article, we will explain the new dynamic retargeting option for e-commerce stores, a complementary retargeting tool for stores in addition to Facebook and Google, making it a must-use if you have an e-commerce store.
Dynamic Retargeting on Outbrain
The dynamic retargeting tool allows marketers to dynamically target users with the last product they viewed, and increase conversions by displaying personalized creatives for each consumer. Unlike classic retargeting, dynamic retargeting shows users the specific product they viewed or added to cart.
Should You Use Dynamic Retargeting?
Dynamic retargeting is the best tool for retailers and brands with a high volume of products that have enough scale to show ads displaying only the most relevant products to each individual user.
Retailers, e-commerce, and travel brands using dynamic retargeting need to ensure they have a high volume of products in their catalog to take full advantage of dynamic retargeting. Advertisers with only a few products will not benefit drastically from this tool over classic retargeting, as there are fewer opportunities for personalization.
How to Set Up a Dynamic Retargeting Campaign on Outbrain?
Dynamic retargeting is available as a targeting option during campaign creation and setup.
In order to activate dynamic retargeting, you must upload the product feed and make sure that the Outbrain retargeting pixel is active with the required code.
You can do this during the campaign setup by clicking on View Settings. After that, you will reach the dynamic retargeting tab:
So How Does Dynamic Retargeting Work?
We implement the pixel with the product ID, and the Outbrain system checks if there is a match with a user who viewed the product while the campaign is running. If the dynamic Product ID matches the user who viewed it, the user is shown an ad with the products they saw on the website.
Dynamic retargeting campaigns are not limited to specific placements or specific publishers (and will run across the entire Outbrain network), but will only target specific users who viewed the products you provided. Therefore, the more products and traffic you have on the site, the more traffic you will be able to receive. The campaign is not recommended for small businesses.
Dynamic Retargeting Pixel Implementation
You need to implement the product ID dynamically on product pages. Therefore, you must ensure that the developer dynamically sends the product ID via the Outbrain pixel.
To get started and implement the dynamic pixel properly, it must be implemented across the entire site along with the part highlighted in orange:
Unlike standard pixel implementation, the dynamic pixel should appear as follows:
‘EXTERNAL ADVERTISER ID’ – your pixel number will appear here
Building a Dynamic Retargeting Campaign
- Update the Outbrain pixel with additional retargeting code and add a link to the website’s product feed
- Update the Outbrain pixel so that it passes the Product ID
- Upload a feed to the system in TSV format according to the following format:
Targeting and Budget Tips for a Dynamic Retargeting Campaign on Outbrain
- You must not use additional audiences, third-party targeting, or lists. The campaign is already limited to specific consumers, so targeting should not be a concern.
- You can create up to two campaigns using a single product feed. For example – you can use the product feed for a desktop campaign and for a mobile campaign.
- There is no minimum CPC in dynamic retargeting. You can use the same CPC as in any other campaign.
- The CPC is defined at the campaign level, not at the product level – but CPC optimizations are available in percentages for each product.
Notes:
- No additional pixels are needed for dynamic retargeting campaigns
- The pixel works in exactly the same way as a regular pixel
- Currently, you may have one active dynamic retargeting campaign at any given time.
Summary
In this article, we explained Outbrain’s new tool – dynamic retargeting. This tool is very important for e-commerce websites. The dynamic retargeting tool refines ads and increases conversion rates using personalized creative for each visitor. This tool is particularly suitable for e-commerce sites or stores with a large number of products; this tool is less suitable for stores with a low product volume, and in that case, it is better to use regular retargeting.
About the Author
Adi Golan, Campaign Manager at Fialkov Digital, specializes in advertising with advanced tools and automations.
