Dynamic ads, also called dynamic creatives, consider products and services customers already looked at. They target specific users and serve up recommendations based on their wants and needs. Rather than show the same graphic to each person, this tactic allows marketers to customize their message to the individual.
In a recent study, researchers found ad impressions are roughly even between desktop, mobile and tablet devices. Marketers now target users across multiple devices. It’s not uncommon for someone to see an ad numerous times before buying from a brand. The key to an excellent ROI is understanding how dynamic ads can help you target the right audience.
Dynamic advertising is still a fairly new concept in the industry. However, it can still be used to make your campaign more successful.
1. Use Geolocation
Local businesses benefit from targeting people in their area, possible through geolocation. Target consumers based on their proximity and search history. You can also set weather triggers. When it rains, for example, you can serve up an ad for discount umbrellas.
Burton used API weather trackers for each site visitor, delivering products based on the weather. They saw an 11.6 percent increase in conversions from this minor personalization. Delivering ads based on the customer’s location and local temperatures helped sell more product.
2. Showcase the Right Products
Dynamic ads allow you to track customers who’ve already shown an interest in your products and offer something similar. You can also send them a discount for a product they’ve looked at.
This tactic is used to re-target highly interested customers who bounced away at some point during the buyer journey. Now you can put the product in front of them again ?— along with an exclusive offer. Potential customers won’t be able to resist.
3. Reach the Right Audience on Facebook
Facebook is a leader in dynamic creatives. With more than 1.5 billion users around the globe, it’s easy to target the right audience at the right time. For example, say you search on Google for a new pair of winter gloves. The next time you hop on Facebook, you might see an ad for exactly what you need.
Tieks sells beautiful leather ballet flats. If you search for yellow flats online, the next visit to Facebook will bring up this ad. The image is highly-targeted to what the user wants — something in yellow. The user can also choose from a variety of visible shades.
4. Understand Your Target Audience
To deliver your dynamic ads to the right audience, you must understand who buys your product. Develop a user persona for each segment of your audience and dig into every element of their lives.
Consider interests, income, age and locations. When you understand your customers better, you can target your ads to like audiences. Buyer personas improve your chances of targeting interested users.
Target Specific Terms
If you invest in PPC campaigns, you’ll gain more traction by narrowing your views to interested users. For example, search on Google for “green outdoor rugs.” You will see multiple images via Google’s shopping section. If you look directly below, you’ll see display ads that look similar to other search results.
Use Google to target people who want a particular item. Look at the search terms people use to better understand how they look for your product. Perhaps they type “green outdoor rug” or “waterproof green area rug.” Use this information to find natural keywords.
6. Create a Sense of Urgency
Use dynamic ads to create a sense of urgency and fear of missing out (FOMO). In one study, nearly 40 percent of Millennial consumers said they’ve gone into debt trying to keep up with friends. They don’t want to say no when a friend suggests an activity.
While you don’t want customers going into debt, you can still tap into the FOMO attitude with dynamic advertising. Show off how many people have bought an item, or count down the number of open spots left.
7. Dynamically Generate Headlines
Do you plan to tap into search-based ads through Google? Then you won’t have to think hard about crafting unique headlines for your audience. Instead, Google automates this process., taking search terms and generating a title. If the user searches “books on parenting,” your headline might become, “The Best Books on Parenting of 2019.”
Instagram pushes ads with dynamic headlines based on your search history. For example, say you perform a search for “tickets to the Aladdin musical.” Later, you’ll see a sponsored ad with the words “Aladdin” and “musical” in the title.
8. Make Smart Product Feeds
Your product feed is the list of items you want to promote via your dynamic ads. Think about your audience segments. Which products are most attractive to different types of people? Which circumstances will affect these reactions?
The more specific your parameters, the more likely you’ll target the right person with the right offer. A highly-personalized strategy is the key to success.
Worth the Effort
Dynamic ads require a bit more effort at first. You have to create multiple ads showing different products to meet the needs of various personas.
However, the extra effort results in personalized dynamic creatives with a higher rate of conversions. If you find the exact match for your ads, your budget will stretch further.