From segmenting your data to using a CMP; consider the following.
Put away the pumpkin spice lattes, it’s nearly time to switch over to the egg nog. Every good marketer has at this point fully planned and scheduled their holiday marketing strategies. Campaigns are just about ready to launch. But of course, there is always room for improvements.
Before you launch those campaigns, consider the following 4 ways to optimize your performance campaigns for this holiday season.
- Target creatives according to segmented audience data
If you combine the power of compelling creatives with insightful audience data, you can target your audience more precisely and with relevancy. Consumers are much more inclined to engage with ads that are relevant to their needs. The more interruptive the ad, the more likely they’ll put the blinders on.
Let’s take the Amanda Foundation’s fantastic campaign which is a prime example of how useful segmented audience data can be for targeting.
Each of the advertiser’s creatives uses a shelter animal to promote adoptions. But the messaging is uniquely tailored to the audience based on known browsing behaviour/interests, and demographic data.
So if the viewer is a known foodie who loves trying new restaurants, delivering them creative number three would be perfect to inspire engagement.
- Consider using a Creative Management Platform
Creative management platforms (CMPs) are powerful design tools for the programmatic marketer. CMPs are less technical than Dynamic Creative Optimization tools (DCOs) but also allows designers to make large ad sets as well as small changes to individual creatives. CMPs often have pre-set creative templates that cuts down on design time and makes duplication and customization simple.
It’s a scalable creative production environment where you can create and iterate on only the best performers.
- Remember the importance of “Micro Moments” on mobile
According to Google, 76% of people who conduct a local search on their smartphone visit a business within 24 hours and 28% of those searches results in a purchase. A lot of research is in the pre-sale buyer journey and this will spike as we head into the holiday season.
Google’s series on “I-Want-to-Buy Moments” examined one shopper’s micro-moments (by way of searches, clicks and website visits) over the course of one month to understand how much and how digital research played a role in her purchasing decisions.
The study shows that there are over 1000 digital touch points over a single month leading up to the consumer’s purchase.
Google also shows us the breakdown of her mobile versus desktop search paths:
So how can marketers win in these ‘micro-moments’?
Be there and be useful. Considering how much research goes into a consumer’s journey now a days, retargeting your ads is a good way to re-engage consumers with buying intent. Remember, although a lot consumers do their research on mobile, buying still happens mainly on desktop. Even upon checkout, marketers can reintroduce promotions, deals, and suggested products for upselling.
- Rotate your ads – or run dynamic creatives
Static banner ads are alright, if they’re well targeted. But banner blindness is indeed a real problem. Keep your visitors curious by rotating fresh creatives in to replace stale ones.
You can up your performance by employing dynamic html5 creatives as well. Why show case only one product, when you can highlight multiple? This is where using a CMP comes in particularly useful as these platforms are often equipped with dynamic creative templates where you simply have to plug in your raw assets.
Best Buy does a really good job at this. Get more out of your ad placement and do more to entice with fresh creatives.
So if you’re not already doing these four things to optimize your campaigns, now is the perfect time to start before the holiday mayhem begins.