Personalized advertising efforts aren’t a very new concept. However, it’s one that’s constantly evolving because of the improvements in technology. What many used to consider to be intrusive or even spam in terms of marketing has now become common in personalized advertising efforts.There are plenty of benefits that companies can get from those efforts. Personalized advertising offers companies a lower cost per acquisition, higher click-through rates, and an overall better customer experience. All of that results in a better return on investment (ROI) for companies that utilize personalized advertising efforts. That’s because those efforts help businesses get their messages in front of the right audiences at the right time.
Targeted Ads
The first step in creating targeted ads is learning who the customers are, what they’re looking for, and where they’re located. With the help of Google Ads, companies can create very targeted ads that are based on a number of different factors such as the location, demographic, past search behaviors, habits, and interests. For example, a local restaurant can include keywords that are related to its location in the ad targeting. Not only that, but the same restaurant can even make the ads more specific by targeting people that have recently searched for similar topics.
Artificial Intelligence
Google, along with other search engines, offers companies machine learning algorithms that can make it a lot easier to develop personalized ads. Google Ads has a number of AI tools that companies can use, including that which automatically generates descriptions and headlines for ads based on previously collected data on customers. The same tools can also be used to target similar audiences, and to generate an offer according to what customers need.
Dynamic Search Ads
Companies that use dynamic search ads can match their ads to the search terms from users. This will help to fill in any potential gaps in keyword-based ad campaigns. Whenever a customer searches for something that’s relevant to a company’s products or services, the search engine will automatically show an ad for a relevant page on the company’s website that matches their query. Dynamic search ads can also change as a company makes changes to its business website, because with these ads all of the landing page content and headlines are directly pulled from the website. This ensures the company will always have relevant content and CTAs to drive more traffic.
Retargeting
Aside from dynamic search ads, companies can also use dynamic retargeting in their personalized advertising efforts. This involves targeting people who have already visited a company’s business website. Those are the people that have shown an interest in a business but haven’t made a purchase yet. Through retargeting, the company can remind these consumers what they were interested in, and can potentially nudge them toward making a purchase. Retargeting also works with returning customers, and all it takes is for a company to include its customer data in remarketing lists. This data includes past purchases, contact information, and demographic information.