Dynamic Creative Optimization: How to Deliver Personalized Data-Driven Ads
Dynamic creative optimization (DCO) takes programmatic advertising to its logical endpoint: personalizing each advert to each individual lead. With increasingly sophisticated automation and AI, digital marketers can achieve one of their ultimate goals: micro-level personalization at massive scale.
Also Read:- optimization personalization testing
What is Dynamic Creative Optimization?
Dynamic Creative Optimization is a digital marketing tactic that uses algorithms to automatically create, deliver, and refine ads for each individual lead based on as much data as is available.
How does Dynamic Creative Optimization work?
The usual method for “personalizing” ads involves crafting several variations on one ad, email, or piece of copy and targeting them based on simple demographics or segments. We might call this “static” personalization, as the ads don’t really change to fit the viewer. Everyone Googling “what is a VoIP phone number used for” has a clear search intent, and that’s valuable, but you can’t tailor your ads very closely with that one datapoint.
How to Deliver Personalized Data-Driven Ads
Truly personalized, data-driven ads will require powerful tech and some creative thinking. You’ll refine this process as you get to grips with DCO, but your first campaign will look something like the following.
Automated campaign management
A dynamic creative campaign has more moving parts than you’re already juggling, so a DCO vendor should offer highly automated campaign launch and management features.
Decision matrix
A “decision matrix” will be the basis of how your DCO campaign decides what to show potential customers. You can think of this as a simple flowchart with questions like “Is this user in one of our customer segments?”, “Does this user show an interest in travel?”, “Is there a city named in this page’s URL?”. If you’re an airline and the answer to those questions is “yes”, your DCO platform can show that user a tailored ad for flights to that destination.
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