Even with users choosing to use ad blockers, display ads offer a favorable ROI for marketers, only if they can use it effectively of course. Unfortunately, this is often easier said than done, especially with the abundance of marketing strategies available out there.
Well, some of the best ways to ensure your display ads’ effectiveness are targeting and personalization. Why is that? And is there any way you can create personalized ads easier?
Benefits of Targeting and Personalization in Display Ads
As mentioned, display ads are some of the most effective advertising formats you’ll find, and companies can enjoy a positive ROI from these types of ads. Still, this can only be possible if you can convince your audience to take action when they see your ads.
That’s where targeting and personalization come in. Applying these will help your ads become more effective.
So, what are the benefits of targeting and personalization?
• Better Conversions
By personalizing your rich media ads to fit your target audience perfectly you can achieve a better engagement rate.
The high number of online advertisements has made it increasingly challenging to stand out and attract your online audience’s attention, especially since around 86% of web users tend to experience banner blindness.
With targeting and personalization, users are more likely to see and click on your ads because they’re more relevant to what they’re looking for and need. Similarly, personalized ads can also improve a brand’s conversion rate.
This is because not only will potential customers be more likely to take action once they click on your ad, but personalized ads can also improve brand recall. So, even if they don’t take action now, they will be more likely to seek out your brand when they finally do.
• Improved Trust
Another benefit of using targeted, personalized interactive ads is the higher trust you’ll receive from consumers. This is because personalized banner ads can make it easier for potential customers to relate to your brand and its message.
This can also help them feel more understood, which can increase the likelihood of them trusting your brand. Trust is essential for any company’s success because customers will be more willing to avail of your products or services if they feel like they can trust your brand.
How to Personalize Your Display Ads Correctly
You’ll need to observe proper balance when it comes to targeting and personalizing your ads. You should also ensure that your message reaches the right audience at the right time.
This, of course, tends to be easier said than done. So, how do you do it?
1. Segment the Data
When it comes to ad personalization and targeting, it’s essential to have a more profound understanding of who your customers are and what they want. This can be challenging since different users have different interests, habits, and search intent.
That’s where segmentation of your data comes in handy. With segmentation, you can categorize your target audience based on specific criteria. This can make it easier for you to create custom-tailored video ads that meet that group’s particular preferences and goals.
For example, you can categorize them according to the following targeting criteria:
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Lookalike Audiences – this will allow you to reach new users who have similar preferences and interests as your current audience or visitors.
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Affinity – here, you’ll use your target audience’s specific interests and search habits to reach them more effectively.
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Remarketing – this will allow you to reach out to users who have already engaged with your brand before.
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In-Market – categorizing them based on this will allow you to reach them using their most recent purchase intent.
Segmentation allows you to understand your target audience better so that you can create more personalized, dynamic ads that are relevant to what they need and want.
2. Make Real-Time Updates
Ensuring that your ads are always up to date is essential if you want your ads to be more effective. After all, your interstitial ads may be relevant to your target audience now, but your customers’ interests and search intent can change later.
That’s why you should make real-time updates to your display ads so that they can adapt to your target audience’s changing needs and interests and remain relevant.
3. Adjust Your Ad Variations
Again, not everyone has the same interests or preferences, and this also applies to how the ads are displayed. You’ll need to adapt your display ads to the media format your customers prefer - A/B testing can help you with that.
Your ads can become more effective if they’re also delivered in the way your target audience prefers.
FORTVISION for Personalized Display Ads
So, you can optimize your display ads so that they perfectly cater to your target audience. However, doing all of this – segmentation, targeting, and personalization – can be difficult without some help. That’s where platforms like FORTVISION come in.
It’s an all-in-one platform that provides everything you’ll need to create more effective and targeted display ads, including curating the data necessary for these ads. It also offers various features that make creating personalized experiences for your customers easier and more convenient.
Some of these include an agile data management and segmentation system, an intelligent algorithm for personalization, as well as multi-channel experimentation and personalization features.
No matter what industry you’re in, FORTVISION can help you create more personalized experiences that cater to your specific audience.