Advertisers can Learn from Facebook and Google //
Advertising trends and rules may change but one thing remains constant.
The key to success is personalizing advertising campaigns. You can provide personalized experiences to each audience segment within the advertising funnel, which will result in conversions and ultimately, a high return on ad spending (ROAS).
Personalization isn’t a new concept. It has been around for years in the pre-click phase. From dynamically inserting names to emails to programmatic ads, it’s been used extensively. But, most advertisers aren’t using personalization to its full potential in campaigns, especially in the post-click phase.
Let’s make this change.
Use Facebook and Google.
How Facebook and Google can help you personalize
Google and Facebook are powerful advertising platforms that focus on personalization.
Both advertising giants collect data on users to show them relevant content based upon their preferences and actions. The platforms collect data that is used to create data models that make ads’ campaigns “smarter”.
Google and Facebook are great resources for advertisers looking into personalization. This blog post will discuss some of the personalization techniques used by these advertising platforms and how you can implement them in your own ads.
Google personalized search
In 2004, Google introduced personalized searching. Personalized search has the primary goal of increasing the relevancy of results for particular users. This is the place where online personalization, browser cookies and search engine optimization (SEO), really began.
Google search results that a user sees don’t only consider traditional ranking factors such as relevance to search terms or authority. They are also sorted using information that Google has obtained about the user through browser cookies. This information includes user’s search and browser history, location, device, demographics and interests.
Based on past searches, Google displays what it expects users to search for. Google holds 92% share of the global search engine market. This means that audiences have become accustomed to personalized online experiences.
Advertisers must now segment and personalize their experiences based upon users’ interests and demographics in order to create a pleasant user experience. This will allow for smooth transitions from the initial click to the post-click experience.
Google ad personalization
Google provided users with more control over personalized ads, opt-outs and other settings in late 2021. This change was likely inspired Apple’s iOS14.5 update. App developers must explicitly ask permission to track user information to create personalized ads.
Google has made significant investments to improve Android’s privacy capabilities, after much criticism of its privacy policies on Android. The advertising ID will no longer be available to users who opt out of interest-based or personalized ads. Developers will be able to see a string with zeros as an alternative to the identifier.
Google’s new privacy stance indicates that Google is not immune to changes in the pre-click phase of the ad channel. The future of privacy online will depend on the next decade.
Advertisers shouldn’t put all their eggs in the pre-click stage. To convert more traffic, advertisers must create targeted narratives to drive advertising conversions via landing page experiences.
Facebook audience segmentation
Facebook is a platform that has done more than any other in providing advertisers with the data, reach and algorithms they need to target the ideal audience.
Advertisers can create multiple audiences lists with different audience pools to support specific campaigns. You can create custom audiences to reach people who have interacted with your business online or offline. You can also create lookalike audiences to reach people with similar interests to your customers. This will ensure that your ads are seen by relevant users.
Facebook Ads allows users to target audiences based on intent with extremely fine granularity. This platform is designed to be the best option for scaling digital advertising. They have created highly effective targeting tools that increase conversions and accuracy to convince advertisers to use Facebook’s data tech and specialized audience targeting.
Facebook’s audience segmentation can teach advertisers that focusing on specific audience segments at the behavioral level will result in higher conversion rates.
It is important to create customized ads for Facebook based on audience insights. However, you should also connect these ads to personalized post-click experiences to continue the same story.
Personalizing an advertisement gets clicks. However, personalizing your post-click experience significantly increases advertising conversions. This improves ROAS.
Facebook ad personalization
Your Facebook News Feed has a unique design. You can see pages and creators that you might like to follow, join groups, and what products and services are most likely to be purchased. This content is powered by Facebook personalization. It helps users find pages, products, and groups that match their past behavior. This is how advertisers can reach their most probable audience at a fair price.
In 2021, Facebook launched the Good Ideas Deserve To Be Found initiative. This was to recognize people who find businesses that they love on Facebook or Instagram. This initiative demonstrates why personalized ads are so important for small businesses to be discovered and how they can help them grow from an idea to a business.
Facebook introduced product updates as part of the initiative. These included a simplified Ads Manager and an update to the Business Resource Hub.
Good Ideas Deserve To Be Found is the focus of SMBs. However, Facebook updates from last year such as Facebook Shops or Facebook Business Suite show that personalized ads are being increased by the advertising platform. You should do the same for your post-click experiences. Advertising conversions will increase dramatically when you link all your ads to personalized experiences that help visitors solve their problems.
Each campaign is unique and each needs a destination that continues the story.
Do you think that personalizing the pre-click stage is a mistake? It’s not too late. Start personalizing your landing pages today. Instapage is a great resource for helping you get started.
You can create personalized landing pages that are optimized for your audience to increase advertising conversions. Scalable advertising personalization allows you to increase conversions and decrease your cost per click. Request an Instapage demo.