One Creative, Thousands of Locations: How Dynamic Creative will Turbo-charge Paid Search Teams in 2016
November 20, 2015
Did you know that four out of five consumers prefer ads that are customized to their city, zip, or immediate surroundings?1 And as proof of this preference, data shows that localized display ads see 315% higher click-through rates, when compared to national display ads.2
But to localize ads, or even to customize them for the individual viewer, brands must utilize data, automation, and collaboration between Creative and Media departments. This is more difficult than it sounds, since typically the Digital Media and SEM Managers are provided creative assets from an external team, with no tie between the programmatic buying strategy and the visual/textual marketing elements.
However, the same data-rich signals that inform and redirect digital media targeting are becoming more and more prevalent in adjusting creative elements in real-time. For instance, a national retailer with hundreds of locations will see performance uplifts when they pull in local data points: nearest store, local promotions and inventory, hours of operation, and specialties. These local data points are also used to target markets and audiences, so it’s a win-win on both sides of the fence, especially when applying this singular strategy across hundreds of locations. Imagine: One set of creative being used across the country, and across segments, and appearing in a localized/custom way to every single viewer.
According to Jim Caruso, MediaPost, “Creative tools already exist to build dynamic ads, but the problem is that very few of those tools are built alongside a media trading operation with a direct tie to a programmatic engine. A programmatic engine relies on data to improve targeting efficiency. Without ties to a programmatic engine, brands may be reaching the right consumer — but the messaging might be irrelevant to that specific person.”
How Balihoo Solves the Dynamic Creative Problem
For every campaign you run, Balihoo builds hundreds or thousands of customized, geo-specific versions of your professionally developed text and display ads. And it’s all done through automation.
This means you receive the benefit of increased performance that a local strategy affords, while avoiding the headache of generating complicated spreadsheets and individual campaign assets one-by-one.
With Balihoo, you can automatically generate unique ad versions for each location: headlines, ad copy, call and location extensions, and sitelinks that reflect the most up-to-date data on your locations. All of a sudden dynamic creative becomes not only possible, but incredibly efficient and effective.
What’s more, Balihoo integrates landing pages into your campaigns with the same attention to local as paid ads. Taking an integrated approach results in increased quality scores, skyrocketed conversions, and decreased expense. Ultimately, greater ROI at both the local and national levels.
Not only do landing pages play an important role in converting a searcher into a customer, they can have major effects on your average position and cost-per-click.
- Understanding Consumers’ Local Search Behavior
- 2.Ipsos MediaCT sponsored by Google, 2014
Ad/Doubleclick for comScore