Dynamic retargeting is a technology that lets you show users only the products or services they were interested in earlier. In other words, a user visits the advertiser's site, views several products, the system remembers them, and on another site shows the user a banner with the products they viewed. Seeing the product they want in the banner, the user returns to the advertiser's site and makes a purchase.
How to get started
To work with dynamic retargeting you need to take the following steps:
Get access to retargeting in the Kadam system. To get access, contact your manager.
Create a retargeting list and place the code you receive on all pages of your site. Detailed information here
In the retargeting list settings, specify the URL of your product feed. The feed must be provided in xml format. Read more here.
Create a campaign and select the retargeting lists you need in it.
Create a dynamic banner and upload it to the advertising campaign.
Once all the steps above are done and a dynamic banner is uploaded to the campaign, the banner will start being shown to the users who were interested in any products on your site. The banner content changes automatically depending on the interests of the user it is being shown to. The data is pulled into the banner from the product feed whose URL is specified in the retargeting list settings.
Dynamic retargeting when you have your own user base
If you have your own user base, you can create a retargeting list based on cookie matching. In that case you match your users with ours in order to show them the creatives of your campaign afterwards. This option requires you to have your own HTML5 banner with dynamic content that depends on the interests of the user represented in your base.