How to personalize your creative at scale
Instead, the team went beyond demographics and really dug into the different passion points and need states of their audience. For example, they identified what their potential customers were interested in — things like beauty, fitness, and social media — and then personalized the creative based on these interests. Using its Audiences report, Abreva was able to understand what the people it was trying to reach had previously searched for on Google and make sure it was serving them a relevant ad. “This campaign showed how we can use audience tools to be not just effective, but significantly more efficient in delivering our message,” Mulgund pointed out.
2. Blend in. Don’t interrupt
As marketers, our job is to get people thinking about — and hopefully buying — our product or service. But when we make it all about us, we run the risk of annoying rather than attracting potential customers. Thanks to new tools like Director Mix, it’s never been easier to create large-scale, personally relevant campaigns that contribute to the viewing experience rather than distracting from it.
And that’s good news, because research suggests relevant ads get more attention than regular ones. “This is the future of advertising: giving someone an experience they are already looking for,” said Mulgund.
3. Keep testing in market
Abreva’s marketing team not only used the power of machine learning to build their audience and target their creative, but also to refine their approach in real time.
“With over 100 different ads, there was no way for us to know which creative would work best, when, and against what content,” said Mulgund. But as more and more people view an ad, machine learning can quickly decipher which creative assets are really resonating and under what circumstances. Smart Bidding then ensures the strongest performing creative is appearing in the right place at the right time. “Using machine learning in this way allowed us to optimize and contextualize our message, resulting in a more impactful consumer connection.”