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Make Your Online Ads Relevant and Personal

Advertising could really be much more than an evil. Online ads can be useful when they are relevant, which suggests contextualization and personalization.

Brand use contextual targeting to attract users and place them at the heart of their marketing – be it through display targeting, or promoting certain pieces of content or products on their website based on previous visits. The wider issue is – this is not something you set up once, tick the box and you are done.

Achieving that authentic personal touch should include the following considerations:

1. Combine multiple data sources

You may have seen the BBC’s Sherlock. It is impressive how much impression you can get about Sherlock just by looking at him.

Something similar can be done online as well through Google targeting tools. You can also combine multiple ‘clues’ about your audience to build up a better picture of them which is the key to accurate targeting.

You will find most of this from your analytics, your CRM (Customer relationship management) database, your social networks.

2. Allow feedback, and learn from it

People’s circumstances change – those in market today are not necessarily looking for the same product tomorrow. You need to adapt. Good advertisers will recognize this and change their approach to online ads. In addition they will engage with customers to understand how best they want to be communicated with.

3. Build an experience around your audience

Blanket retargeting everyone who ever looked at that new sofa product page you created will get you some conversions, sure.

But you’ll also have annoyed a lot of people, who for whatever reason just didn’t want to buy that sofa. Be more nuanced – develop separate, personalized strategies depending on the type of people you’d like to engage with.

4. ‘Offsite’ and ‘onsite’ do not live in separate bubbles 

You can spend millions crafting a beautifully personalized experience around your audience on your website. However if your ‘offsite’ acquisition strategy is based around pushing forward poorly targeted advertising then the best you can hope for is your site experience being able to compensate for a poor journey on the way there.

A contextual, personal touch in guiding the way is as important as the experience once you arrive. The content you expose to people to on their route to your website plays a defining role in the conversion you achieve on their exit. You only have to look at the rise of ad-blocking software to know just how far off the mark ads can be these days.

Following someone across the internet for weeks with banners promoting a sofa they may have considered purchasing is the online equivalent of employing someone to continually chase a customer with a ‘Buy this Sofa!’ placard. You wouldn’t do that in real life so why do it online?


Social Media

Instagram Will Start Putting Ads Within the Explore Page

With the new announcement coming from Instagram, we will shortly begin to see advertisements in the Explore page. The Explore page recommends posts it predicts a user would like based on other posts they’ve looked at in the past. It also shows categories of posts like fashion, architecture, and food. 

Instagram said more than 50% of accounts globally visit the Explore page every month. When user’s first get to the Explore page they will not see the ads, but once they click on content and begin to scroll through, ads will appear. The ads will be shown as both videos and photos, and are expected to be released to everyone over the next few months. 

“Explore is where people are really open to discovery, and that’s why we’re really excited about this,” says Susan Buckner Rose, director of business product marketing.” Instagram is trying to leverage the fact that people visit the Explore page to uncover new content and see what interests them, this is a perfect opportunity for personalized ads to be shown. It is the perfect platform within Instagram where a users motive usually is centralized around learning something new or to discover a new account, brand, or product. 

Another Reason FB is leading towards Ads on Insta

Facebook has reported that their ad sales machine is slowing down as they have hit a ceiling of how many ads it can show a user on FB. Furthermore, they will lean heavier on Instagram ads and its other platforms to keep the advertising up. 

Instagram has continued to grow in popularity with the public while more controversy around Facebook arises. Beyond just ads in feeds, Instagram has begun placing advertisements in stories and branded content ads. These branded content ads give brands the power to create social media influencers’ sponsored content appear as ads to provide a larger audience. In the past, only people following the influencers were able to view their paid content. 

Going forward 

Social networks share a common goal, to drive user engagement so they can serve ads. These platforms are beginning to integrate new placements for ads to diversify their advertisement inventory. Instagram implementing ads into the explore page is a step in the right direction for marketers. As many Instagram users can become agitated when their feed is congested with ads, users on the explore page are there to discover new content. This aligns perfectly with the user’s motives & provide a benefit for both the marketer and the prospective customer.


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