What are Dynamic Ads?
Have you ever wondered while shopping online, “Wow, this is exactly what I wanted, how does Amazon know!”? The brief answer to this “mystery” is dynamic marketing, but what goes behind the curation of such an ad constitutes an interesting process that is based on machine learning and results in high ROI and click-through conversions.
A new kind of advertising stemming from bot-generated creatives is slowly taking over the digital marketing landscape, making it easier for consumers to sift through the cluttered online marketplace and for advertisers to reach their target audience with more specificity and promptness. The impact of high relevancy is huge with the surge in dynamic online marketing today.
Personalisation is the most crucial deliverable for an advertiser at this point. Dynamic ads bring customisation to the real-time, enabling you to meet the needs of a shopper based on their recent views, clicks, history, location, interests expressed through web searches and redirects. “The more you shop around for a certain product or service, the more it will tailor the ads you see to those search results.” Creative elements are then pulled from the server to construct an automated visual creative, which emphasises on the content more than aesthetic or design.
This is what microcosmic dynamic advertising looks like on a microcosmic scale: Within the perimeter of a cyber cafe, where different browsers are searching up diverse data, each system is also generating dynamic ads for each user. Most of the work is done by the server which computes the data collected from the inputs (search keywords entered by the users at the cafe). For dynamic marketing to be effective, this data must be quickly and accurately converted into relevant ads.
The following example should give you a clearer idea of how dynamic the entire process can be:
Imagine you are browsing different travel websites for a vacation you have planned. Based on the destination and dates you have selected, you will soon notice a number of relevant ads that’ll appear when you browse the net next. They can range from travel related necessities, cheaper flight information, best deals on hotels, and even ads to lure you to different/better destinations. If you’re going trekking, a smart boots manufacturer will use this search information and capitalize on the need created, by displaying an assortment of their boots directly on your screen to choose from. This makes life simpler as you no longer need to laboriously look for all the things you may need for the trip—they are presented to you on a platter and now only a click away.
Now if you suspend this current search and modify your keywords to birthday related products instead, you’ll see that the ads will have changed. This is why The Balance calls dynamic marketing “a reverse chameleon”, highlighting all that is relevant to us at any given point of time.
Different Types of Dynamic Ads
Dynamic Search Ads
If people are searching for the products (or services) you have to offer, Dynamic Search Ads enable you to find, track and capitalize on their demand by taking potential customers directly to the product’s landing page on your website.
This increases acquisition and conversion because it takes into account insightful analytics of searches that have yielded the best results (most relevant leads to most conversions). Optimising keywords and AdWords enables your product to appear on top of the Google search results and fill in the gaps prevalent even in well managed AdWords accounts.
DSAs work best in case of advertisers with an extensive website which has a considerably large inventory or one that runs multiple services across a number of verticals. How they work? When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, AdWords will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad.
Dynamic Display Ads
Dynamic display ads show customers personalized content from a product feed you control and attach to your campaign. These ads are ideal for websites that undergo a change in content regularly, like airlines, hotel bookings and eCommerce sites where prices need to be updated at short intervals. Also applicable for promoting new products or services from your feed.
Besides being quantitative and iterative, display ads are now more responsive with dynamic remarketing— their visual recall can be prolonged by reusing the same visuals that arrested your attention initially, thus creating lasting impressions. This increases engagement and is further aided by customised clicks.
Facebook Dynamic Ads
Whether or not people have used your app or been to your website before, Facebook dynamic ads will make sure that products from your catalogue reach those expressing interest for similar products elsewhere on the internet. According to Facebook guidelines, “Simply upload your product catalogue and set up your campaign one time, and it will continue working for you for as long as you want –finding the right people for each product and always using up-to-date pricing and availability.”
These ads can also be used for retargeting prospective customers who have visited your website, added products to wish list or shopping cart but have not completed the purchase. Relevant ads can reach people who are most likely to install your app by driving them directly to download.
Addressing the consumer’s current needs has become important in this highly competitive economy and the need is more palpably felt across sectors including retail, manufacturing, entertainment, technology, and services. Even articles you read on your favourite blog can be made to appear according to your preferences, interests and past reads! This turns the digital advertising landscape into a battlefield, a bid to own the online space by catering to every individual with simultaneous dexterity.
At the same time, mastering dynamic marketing will not only save time but add necessary and automatic updates to your ads according to real-time changes in the inventory. On the whole, dynamic ads can often effectively capture additional traffic that keyword targeted campaigns would not ordinarily reach. To power your specific business goals and improve your skills at automated advertising, you can participate in our global seminar to demystify digital marketing as we know it today.
