Three smart ways to make your ads more relevant
As an online marketer you are confronted daily with a vast ocean of data. Sometimes you even have more data than you are aware of. Although it may seem like a hassle, it is in fact a treasure, when you know how to turn data into relevant ads. In this blog I provide three ideas that can help you achieve this for your ads.
Big data. There is so much data available, we can’t even comprehend it. All this data provides interesting information about what people want, when they want it and why. Think of data you already have in-house, like stock information and customer profiles (we call this First Party Data). Also data from external sources, like the weather or traffic (we call this Third Party Data). The trick is to make smart combinations between this data and your dynamic banner. I’ll provide three examples.
Use Twitter to know when consumers need your product
You don’t want to waste money on ads for products people don’t need at that time. Take hay fever for example. Advertising for a hay fever medicine in december wouldn’t make sense. You start your campaign when you ‘think’ there is demand for your product and plan it in advance. However, your ads only become truly relevant if you offer products when customers are actually asking for it.
There is a great way to do this. Link your campaign to a twitter data feed with trending topics. When #hayfever is mentioned a certain amount of times, it triggers your campaign for hay fever medicine to start. Conversely, you can end your campaign when hay fever is no longer trending. So instead of fixing your media plan beforehand, you can make it dynamic with external data feeds and reach customer at the perfect time.
Adjust the products in your ads to the weather
The weather is another good indicator for product demand. Let’s say you sell facial products. When it’s sunny you might want to advertise your sunscreen. But when it’s cold you want to sell your product for dry skin. Connect your dynamic banners to an external weather feed. The product shown in your dynamic banner responds to the temperature outside. So when it’s sunny and above 18 degrees celsius the sunscreen displays. This makes your ads more relevant, resulting in more clicks and ultimately conversions.
Know what your customers don’t need
First party data of your customer journey is very valuable for personalizing your ads. Showing your products to someone who visited your website is one thing. The next level is using data to show them products they really want. Well known ones, last viewed products, or products in the basket. There are countless other ways to use your data.
Take an online travel agency for example. A customer who just booked an expensive trip to New Zealand is unlikely to book another holiday the next week. So you don’t need to bother them with ads for a different expensive holiday. Instead, they might be interested to rent a car or a camper. Not to forget: beware of the Zalando-effect! Once a customer buys an item, exclude it from future ads to prevent agitating them.
Adcombi can help build these dynamic campaigns for you. Let’s think together to make smart combinations and make your banners as relevant as possible.