[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-2017-marco-volpe-create-dynamic-remarketing":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":27,"head_links":414,"breadcrumbs":415,"reading_minutes":146,"category":422,"head":424},"2017-04-07T10:59:53",{"rendered":6},"\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">When it comes to remarketing of any kind, it’s crucial to start with ‘why’ you are doing it – considering only ‘how’ you are going to go about it will never get the results you want to achieve. Marco Volpe revealed that shockingly, up to 92% of potential buyers will add products to the shopping cart on your website and then leave your site without completing their purchase. That’s a massive number of potential sales that aren’t turning into conversions.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>But that doesn’t mean you have to lose your customers forever. Instead, you need to discover more creative ways of getting them engaged with your brand and products or services, and back onto your website and into the conversion funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s a well known fact that display r\u003Cspan style=\"font-weight: 400;\">emarketing often doesn’t convert in itself. Paid search marketing gets straight to the point of what the customer wants more effectively, whilst display ads are often used more for awareness-building than conversion driving. So what if there was a way that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">display advertising\u003C\u002Fa> could build awareness AND drive conversions?\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"less-is-more\">Less Is More\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You don’t need pictures and a thousand words to convert – you only need the words that are actually going to convert. Keep it simple, and your customers are able to grasp your brand or marketing message much more quickly, and are therefore more likely to click on your ad.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>More often than not, a remarketing strategy will use banner ads showing the same messages and images. Customers become accustomed to seeing these ads, and rather than creating a sense of urgency it could do the complete opposite and actually put them off revisiting your site. As Marco pointed out, \u003Cspan style=\"font-weight: 400;\">“what we do online echoes in eternity”, so it’s important that your remarketing remains dynamic and keeps up with the way your customers are interacting with your brand. Showing them ads featuring images of products they’ve recently viewed, or directing them back to a page on which they’ve visited but not completed a form can be a highly powerful way of remarketing. But how can we go about this?\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-analytics-is-your-friend\">Google Analytics is your friend\u003C\u002Fh3>\n\n\n\n\u003Cp>Using the ‘Audience Definitions’ section in Google Analytics, you can create highly specific custom segments of your already engaged users and use these massively to your advantage in remarketing campaigns. Not only can you create custom audience segments, you can also create custom dimensions for these segments which gives you even greater control, including everything from what language they speak to the way in which the weather forecast could influence their conversion decisions.\u003C\u002Fp>\n\n\n\n\u003Cp>Once these small segments have been created, ‘similar audiences’ can be applied which enable you to reach even more potential customers. Normally, ‘similar audiences’ is something that marketers treat with caution, particularly when we are trying to retain as much control from Google as possible. But in this instance, our audience is so specific that we’re able to give a little control back to Google – and as Marco Volpe demonstrated, the results can be very rewarding.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-most-important-question\">The most important question\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As marketers, we’re constantly asking ourselves all sorts of questions: Is my price low enough? Is my product reliable enough? Do I offer enough features? Am I on the right social channels? Am I promising enough? \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But the most important question we should be asking ourselves is “do my customers trust me enough to believe my promises?”\u003C\u002Fspan>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Out of all the customer sale objections, be it consumer need or desire, trust in the product, lack of money or urgency to convert, Marco found that trust is the most important of these. By using dynamic remarketing to first understand your potential customers, marketers are then able to prove to our customers that we understand them and convince them to trust us. Whether this is through customer reviews or testimonials, case studies or adding trust signals on your site can be the biggest conversion convincing tool at your disposal.\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26],"post-3027","post","type-post","status-publish","format-standard","hentry","category-ppc","collections-brighton-seo",{"page_content_modules":28,"hero":142},[29,95],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"BrightonSEO: Marco Volpe On How To Create Your Own Dynamic Remarketing",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110,112],{"name":111,"image":40},"Joe Turnbull",{"name":113,"image":114},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":20,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":123,"image":124,"authors":125,"category":129},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[126,128],{"name":127,"image":40},"Harry Clements",{"name":113,"image":114},{"to":116,"name":117},{"type_key":20,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":135,"image":136,"authors":137,"category":141},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[138,139],{"name":127,"image":40},{"name":140,"image":40},"Jennifer Shin",{"to":116,"name":117},{"type":143,"style":144,"heading":32,"date":4,"updatedAt":145,"reading_minutes":146,"image":38,"imageAlt":32,"categories":147,"collections":333},"blog-post","light","2025-02-11T15:52:06",3,[148],{"id":10,"count":149,"description":150,"link":116,"name":117,"slug":151,"taxonomy":152,"parent":46,"meta":153,"acf":154,"head_links":155,"resource_count":156,"yoast_title":157,"yoast_meta":158,"yoast_json_ld":202,"_links":301,"path":116},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[159,161,164,167,170,173,176,178,180,182,185,188,191,194,196,199],{"property":160,"content":157},"title",{"property":162,"content":163},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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