Standard and dynamic remarketing are two strategies in internet marketing that aim to improve the effectiveness of advertising campaigns and increase conversions on a website. They are based on the idea of re-engaging with site visitors who have previously shown interest in products or services but have not made a purchase or completed a desired action.

Setting up standard remarketing involves displaying ads based on users’ previous interactions with a website. For example, if a user visited a product page on your site but didn’t make a purchase, ads will appear to them on other websites they visit. These ads can be in the form of banners, text ads, videos, etc. The main idea is to remind the user about your product or service to encourage them to return and complete the desired action.

Dynamic remarketing, on the other hand, is more personalized and contextually targeted. It utilizes information about specific products or services that interested the user and displays ads featuring those specific offerings. For example, if a user viewed a particular product on your site, the ad will showcase that product or similar ones.

Key advantages of remarketing include:

1. Increased conversions:
   Re-engaging with site visitors who have already shown interest increases the likelihood of converting them into customers.
2. Improved advertising efficiency:
   Remarketing allows for reduced ad spend since the ads are shown only to users already familiar with your brand or products.
3. Enhanced brand awareness:
   Regularly displaying ads to users helps reinforce brand recognition and keep it top of mind.
4. Personalization:
   Dynamic remarketing enables the creation of personalized ad messages tailored to the preferences and interests of individual users.

It’s important to have a well-defined remarketing strategy, properly configure goals and audience targeting, and closely monitor the effectiveness and outcomes of the advertising campaign to achieve the best results.