Digital marketing today is all about taking a custom approach to reach targeted audiences and turn them into paying customers. While digital marketing, as a whole, offers many customization options, personalized ads are considered the most advanced option to reach your target audience.
The process relies on online algorithms that monitor user behavior and use the data obtained to create a group of targeted audiences who might be interested in your product or services. Personalized ads can generate outstanding results.
However, the ads need to be compelling enough to make the user enter the sales funnel. As a result, the ads rely on several factors, such as website design and product catalog, to be considered successful. Here’s how you can use personalized ads to grow your business.
How Are Personalized Ads Different Form Regular Ones?
Generic ads lack proper branding and purpose. They’re designed for everyone and struggle to relate with their target audience. Moreover, since everyone sees generic ads, it reduces the customer conversion rate and organic website visits.
On the other hand, personalized ads use a more one-on-one approach to reaching potential customers. The tone of the ads, the branding, and the platforms are all based on a specific target group. This target group is picked after extensive data analysis of user data obtained from various channels. The data includes posts and websites potential users engage with, their purchase history, interests, and demographics. Combining all of these parameters into one enables you to find the right audience for your business.
Benefits Of Personalized Ads
Higher ROI
When the target audience is defined and shows interest in the product or services you’re offering, there’s a higher chance they’ll enter the sales funnel after seeing personalized ads. Even if they don’t enter the funnel on the first try, they might become frequent visitors to the website.
Once this happens, it’s only a matter of time before they enter the sales funnel. Perhaps they were waiting for a discount or learning about the reputation of your business. No matter what, the user is highly likely to become a customer in the long-term strategy.
Lower Costs
When you’re only showing ads to a selected few, it’ll cost you less. This is why personalized ads are more effective and economic, considering their high RIO. This saves budget and allows you to run multiple marketing campaigns simultaneously, further increasing click-through rates and customer conversion. At the same time, the higher conversion rates also increase your profits which offsets the costs.
Unique Branding
Competition is inevitable no matter what services you offer or the products you sell. However, the key to standing out from the crowd is to grab the user’s attention. The only way to do this is through branding. This may not sound like an ideal solution with conventional marketing, but with personalized ads, it’s quite easy.
You already have your target audience, and you know their behavioral patterns. All that’s remaining to do is combine those behavioral patterns into ad campaigns that’ll resonate with their users and make them more likely to visit your website.
Higher User Engagement
Generic marketing might not capture everyone’s eye, but ads tailored to a specific audience are bound to generate some engagement from the users. People tend to readily tap on ads that feature the exact services they were looking for. Once they click the ads, you have a higher chance of converting them into paying customers.
Access To Useful Data
Say your personalized ad campaign wasn’t as successful as you hoped. This doesn’t mean it was a total loss. You still get access to valuable data collected during your campaign’s run. This data will tell you which users clicked on the ads and which ones didn’t. You can look for behavior and other consumer patterns to improve your ad campaign and get a better chance of making your next campaign a success.
Platforms To Run Personalized Ads
Emails
Despite being around for a long time, email is still one of the most popular forms of communication. Best of all, you’ll hardly find someone without an email account. Since only the intended person sees the emails sent to them, it gives marketers a lot of room for personalization. Personalized email campaigns have some of the highest conversion rates. This happens because the email collection primarily happens through the signup form and discount forms. So the targeted user already knows about your services and is interested in them. All you have to do is convince them to enter the sales funnel.
Social Media Marketing
Social media is another popular platform for personalized ads. You might wonder how a platform with hundreds of millions of people can show personalized ads. Well, the answer is algorithms. Each social media platform has algorithms that track user data and help you show personalized ads to a select few. Not just that, but these algorithms are also embedded into various tools, allowing you to monitor the success rate of your campaign.
Search Engine
Like personalized social media ads, search engine ads also rely on algorithms. The algorithm scans the website and picks up important keywords. When a user types similar keywords into their search bar, the algorithm shows them relevant results. If your website has such keywords, you too can rank at the top and grab your potential customer’s attention without doing a lot.
Website Ads
Website ads are the ads people see when they visit websites. These ads use the data from one site to display ads on another. For example, if a person is searching for pet toys and goes on a website not related to pet toys, you can run ads on that website and get the customer to check out your products. You might ask how you can run ads on such websites, as there might be thousands of them. The answer is that you don’t have to. That’s up to the algorithms and the user’s activity.
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