Supercharge your Retargeting Campaigns with Dynamic Creative
by Pete Kluge
posted on 10-03-2016
Forty-six percent of major brands have set aside budgets just for retargeting campaigns. Retargeting allows brands to reconnect with users that have previously visited their website as they peruse content across the web. These site visitors have already shown interest in the brand by visiting the website, and show intent with actions such as visiting product pages, filling a shopping cart, or interacting with content, but they have not converted. Retargeting gives the brand a second chance at driving a conversion.
Retargeting is a popular display advertising tactic, which is not surprising when you consider that retargeted visitors are 70 percent more likely to convert on your website, according to CMO.com. However, what if your retargeting campaigns could deliver more relevant and personalized ads? Dynamic Creative Optimization (DCO) is the catalyst to supercharge your retargeting campaigns.
The Data Feed Powers DCO Personalization
DCO can boost ad efficiency and effectiveness across all verticals, and has benefits for any advertiser with granular audience data used for personalization. Retargeting requires an advertiser to maintain a data feed that houses the dynamic outputs that populate the dynamic ad. I’m often asked how the data feeds works to personalize a DCO ad, so let’s take a look at examples for the most common verticals: retail and travel.
In the retail vertical, DCO is a key element for effective site retargeting. A unique product ID, such as a SKU, is captured by a pixel on the product page and added to a user profile. The SKU will act as the dynamic trigger for content in the advertiser’s data feed. Geo-location and audience segments identified with a data management platform (DMP) or analytics solution are other elements that can trigger dynamic ad elements.
When the demand-side platform (DSP) buys the user impression, the SKU in their profile is cross-referenced with a file on the backend that tells DCO the product name, its description, what product image to pull, price, promotional copy, and any other relevant information. The dynamic ad is assembled and delivered using the content in the data feed in real-time. Anything that’s captured with a pixel can be used to trigger content from a feed.
For travel and hospitality, the concept is the same. However, instead of a product SKU, the dynamic trigger could be a hotel property ID or origination and destination travel city:
The Results Speak for Themselves
Lower funnel tactics like retargeting with DCO can drive a significant lift in performance for an advertiser. As we move down the funnel, we know more about the audiences and the targeting gets more specific, resulting in higher click-through and conversion rates. For example, for one advertiser we work with, retargeting individual property pages using DCO resulted in a lift in CTR of 71%.
DCO and Retargeting, A Powerful Combination
When planning your next display campaign, consider the power of retargeting with DCO. Display ads get a click-through rate of 0.07%, but retargeted ads get a click-through of 0.7%. The data feed allows for a deep level of personalization, allowing you to deliver more relevant ads, and drive better ad engagement and performance.
This is the third article in a five-part series on DCO. Check out the first two articles below and stay tuned to learn more about how DCO empowers advertisers:
- 5 Reasons Now Is the Time to Implement Dynamic Creative
- Creating Relevant Ad Experiences Without Thousands of Ad Units
This article originally appeared in Business2Community.