Personalized Advertising and How to Use it in Paid Search

Personalized Advertising and How to Use it in Paid Search

Personalized advertising is not a new concept. In fact, it’s been around for years and has become more sophisticated as technology has evolved.

What used to be considered as spammy or intrusive marketing techniques are now commonplace with personalized advertising.

The benefits of using personalized ads can’t be ignored either.

Personalized ads offer higher click-through rates, lower cost per acquisition (CPA), and provide a better customer experience because they will see exactly what they want to see when browsing your site or searching on Google.

If used well, personalized advertising can also help you improve your organic search results.

In this article, I’ll outline how you can start incorporating personalized advertising into your paid search strategy.

What Are the Benefits of Personalized Advertising for Paid Search?

Personalized advertising helps get your message in front of potential customers at the right time.

It can also lead to better performance in digital search by tailoring your ads to the individual searcher.

There are many benefits of using personalized advertising in paid search with some of the most important including:

  • Higher click-through rates (CTR): Personalized ads have been shown to get higher click-through rates than regular, non-personalized ads. Because they are more relevant to the individual user, they are therefore more likely to be interesting.
  • Lower cost per acquisition (CPA): Since they are more relevant, personalized ads also tend to have a lower CPA which increases the likelihood of conversions.
  • Better ROI: All of these benefits mean you’re likely to see better ROI from your personalized advertising campaigns than from non-personalized ones.

How to Leverage Personalization in Paid Search

Personalized advertising can go a long way in paid search, but it’s important to use it in the right way.

Customer data is an integral part of personalized advertising, so start by collecting it. There are lots of ways to do this, but the most common ones involve data collection tools like Google Analytics or Bing Webmaster.

From there, use these tips to get the most out of personalized advertising in paid search.

Use AI To Streamline Your Ads

Search engines like Google offer machine learning to make it easier to create more personalized ads.

Google Ads offers a number of AI-driven tools, including the ability to auto-generate ad headlines and descriptions based on the data you’ve collected about your customers. You can also use machine learning to target similar audiences for your ads.

With AI assistance, you can help match your offer with consumer needs, helping give your business the edge over competitors.

AI can also help you find more high-performance keywords or remove low-performing ads.

personalized-advertising-streamline-ads

Create More Targeted Ads

Personalized advertising requires an understanding of who your customers are, where they live, and what they are looking for.

Google Ads allow you to create highly targeted ads based on a variety of factors, including:

  • demographics
  • location
  • interests and habits
  • past search behavior
  • returning customers

Consider the following example. If you own a restaurant in New York City near Central Park, your ad targeting should include keywords related to your location as well as those that will appeal to local customers who are looking for a place to eat.

In this example, the ad could include language such as “located in Central Park” or “New York City restaurant near Central Park.”

The ads can get even more specific by targeting people who have recently searched for things like “dinner near me,” “walking distance from my hotel,” and “Central Park restaurants.”

personalized-advertising-more-targeted-ads

​​Use Customer Match to Target Specific Customers

Once you have some customer data in hand, send that information into your Google Ad campaigns through Customer Match. This will allow you to target ads based on individual users’ search behavior.

For example, you can use Customer Match to target ads at users who have purchased something from your site in the past 30 days.

This feature is especially helpful if you want to reach out to customers who are likely ready for another purchase.

Customer Match can also help you optimize your campaigns by adjusting ad bids based on past customer activity.

For example, you can set a bid adjustment to receive more ad exposure to customers who have viewed or purchased items in specific categories.

This feature is great for targeting ads based on what you know about your customer’s interests and product preferences, helping you find potential new leads that fit within your existing target audience.

Other Customer Match features include:

  • showing personalized ads in Gmail inbox tabs based on customer data
  • targeting ads on YouTube segments that are similar to your own
  • using personalized ads on the Google Display Network
personalized-advertising-customer-match

Use Dynamic Search Ads

Dynamic Search Ads match user search terms to your ad to help fill gaps in keyword-based campaigns.

When a customer’s search is relevant to your product or service, Google will automatically show an ad for the most relevant page on your site that matches their search.

For example, this could be showing an ad for winter boots when a customer searches for “cold weather gear.”

Dynamic ads also update as you make changes to your website. All headlines and landing page content are pulled automatically from your site, ensuring you always have the most up-to-date content and CTAs to drive new customer traffic.

This feature is great for advertisers who want the ability to manage ad campaigns on a daily basis and optimize based on changing business goals and priorities.

Use Retargeting Strategies

Another great use for personalized advertising is Dynamic Remarketing. You can target ads specifically at users who have visited your website but haven’t made a purchase yet. This can be a great way to remind customers what they were interested in and nudge them towards completing a purchase.

Targeting returning customers is another great way to use personalized advertising. You can target people who have visited your website before or even those who have made a purchase from you in the past.

You can do this by including customer data in your remarketing lists. This could include things like email addresses, phone numbers, or even past purchase data.

When you target your ads to these customers, you can be sure they are more likely to convert because they have already shown an interest in your product or service.

Use Geotargeting

Geotargeting is a method of personalized advertising that allows you to target people based on their location. You can use this to target customers in a specific area, or even those who are visiting your city or town.

This is a great way to increase local sales and drive traffic to your physical store locations. It can also be used to target people who are traveling in your area.

In addition, geotargeting can be used to target people who are near your competitor’s location.

For example, if you’re one of many pizza restaurants in a neighborhood, you can use geotargeting to target customers who frequent your competitor’s shop, and draw them to your own business.

Personalized Advertising for Paid Search: Frequently Asked Questions  

Can search ads be personalized?

Yes, search ads can be personalized in a number of ways by using geotargeting, remarketing, location targeting, and Customer Match.

What is the benefit of personalized advertising?

Personalized advertising can result in increased sales and traffic to your physical store locations, as well as targeting people who are traveling in your area.

What are examples of personalized advertising in paid search?

Examples of personalized in paid search include ads that target specific locations, past customer behaviors such as abandoning a cart, or past customer interactions such as viewing a product or clicking on an ad.

How do I implement personalized advertising in paid search?

To establish the foundation for personalized ads, you must first set up goals and advanced segments within AdWords to determine which online behaviors indicate interest in your products and services.

Do personalized ads creep users out?

Personalized advertising has been shown to perform better with customers, as long as it is done correctly. The key to success with personalized ads is creating a balance between relevance and frequency, as well as being upfront about how and when data is being used.

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Conclusion: Personalized Advertising for Paid Search

Personalized advertising can be a powerful tool for your paid search campaigns.

When done correctly, it can lead to improved click-through rates and conversions.

By setting up goals and advanced segments in Google Ads, you can create personalized ads that are relevant to your customers’ interests.

Just be sure to be upfront about the kinds of information you are collecting from your customers, how it’s being used, and why.

NP Digital has been helping businesses achieve their marketing and advertising goals since 2017. If you need help setting up your personalized ads or just want someone to bounce ideas off of, contact us today!

Have you found success with personalized advertising?

B2B Marketing News: B2B Buyers Using More Channels, Brands Embrace Digital Personalization, & LinkedIn’s New Workplace Representation Efforts

2021 December 31 McKinsey Chart

2021 December 31 McKinsey Chart

Fiddling With First-Party: B2B Firms Face Corporate And Data Integration Hurdles
41 percent of B2B brands have said they use first-party data for marketing segmentation, while 37 percent use it for sales outreach, and 36 percent for advertising and analytics — one of several findings of interest to B2B marketers contained in recently-released Dun & Bradstreet study data. MediaPost

Oracle to Buy Cerner in $28B Health Care Play
Oracle has announced that it will acquire medical records firm Cerner for some $28.3 billion, a move that will bring a vast expansion to Oracle’s health care segment and bolster the reach of both firms, following a similar move by Microsoft earlier this year, Oracle recently announced. CFO

B2B Tech Sector Will Decline In 2022, But Rebound In 2023: Study
The B2B technology category is forecast to see a two percent decrease in 2022 in the U.S., while accompanied by a three percent increase in overall sales placing the annual figure at some $106 billion, according to newly-released report data from the NPD Group. MediaPost

YouTube Adds New Updates to YouTube Studio App, Bringing it More Into Line with the Desktop Version
Google’s YouTube has rolled out new features to its mobile YouTube Studio app, which will bring B2B marketers the ability to perform more complex community comment filtering, along with several new analytics upgrades, YouTube recently announced. Social Media Today

Study: Brands Are Making Personalization A New Priority
During 2021 some 31 percent of brands said that they were able to personalize the majority of digital interactions, a figure that was up from 10 percent in 2020 — one of several statistics of interest to online marketers in recently-released survey data. MediaPost

[bctt tweet=”“You can’t solve personalization before you solve customer understanding.” — Tom Treanor @RtMixMktg” username=”toprank”]

PR Pros to Turn More to Social Engagement to Measure Efforts
60 percent of communications professionals have said that they plan to use social media engagement as a public relations (PR) metric in 2022, with 28 percent noting that they expect to report on consumer sentiment, according to newly-released survey data. MarketingCharts

2021 December 31 Statistics Image

Meta Unveils Future Ad Manager Updates Focusing On Outcomes
Facebook parent firm Meta has launched a new Outcome-Driven Ad Experiences (ODAX) feature, offering advertisers six primary objectives including awareness, traffic, engagement, app promotion, leads, and sales, in a program that could make its way to Facebook and Instagram in time, Meta recently announced. MediaPost

LinkedIn Launches New Campaign to Highlight the Importance of Representation in the Workplace
Microsoft-owned LinkedIn (client) has rolled out a new campaign focusing on efforts that highlight how professionals are shifting to expressing more of their authentic selves in today’s new hybrid and remote workplace environments, LinkedIn recently announced. Social Media Today

Brands That Make Life Simpler Score With Global Consumers
76 percent of global consumers have said that they’re more likely to recommend brands that deliver simple experiences, up from some 64 percent in 2018, according to newly-released survey data of interest to digital marketers. MediaPost

B2B buyers and sellers put digital commerce on a faster track
It’s not unusual for B2B customers to use 10 or more channels for interactions with suppliers, up from just five in 2016, while some two-thirds of B2B buyers are choosing either remote human interactions or digital self-service methods — two of numerous findings of interest to marketers contained in newly-released survey data of U.S. B2B decision makers. Digital Commerce 360

ON THE LIGHTER SIDE:

2021 December 31 Marketoonist Comic Image

A lighthearted look at the “definition of insanity” by Marketoonist Tom Fishburne — Marketoonist

Ugly Sweater Party Winner Didn’t Realize That Was The Theme — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Optimize for Search and for Trust [Video] — Oracle CX
  • Lee Odden — The Age of Authenticity — Arshiya Kapadia
  • Lee Odden — Ask the Experts: Trends to Grow Your Business [Podcast] — Pam Didner
  • Lee Odden — 12 Social Media Marketing Experts Share Their Best Advice — CocoFax
  • TopRank Marketing — How To Value Your Working Experience As A Freelance Event Planner — Event Planner News

Have you come across your own favorite B2B marketing news for the week? Please drop us a line in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll come back again next Friday for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Buyers Using More Channels, Brands Embrace Digital Personalization, & LinkedIn’s New Workplace Representation Efforts appeared first on B2B Marketing Blog – TopRank®.

Facebook Lead Ads: What They Are and How to Use Them

Facebook Lead Ads: What They Are and How to Use Them

It has 2.89 billion monthly active users, a global presence, and a massive influence on consumer buying decisions.

What am I talking about? Facebook, of course!

Given its broad audience, marketers and businesses can’t afford to ignore Facebook if they want a fresh pool of prospects to target.

However, there’s another reason why you should use Facebook: they provide many innovative tools to help anyone drive more attention to their products and services by targeting specific audiences.

One of those tools is Facebook lead ads.

What Are Facebook Lead Ads?

Facebook lead ads allow marketers to generate leads on Facebook among users who might be looking to buy your product or services.

Rather than the traditional landing page, these ads keep users on social media while the prospect fills out a simple lead form with basic details such as their name, email address, and other contact information.

When a prospect completes an “Instant Form”, they get added to the company’s email list where they receive updates and offers (if you have an active mailing list).

Alternatively, you can customize Facebook Instant Forms—making it easier to target your audience (and filter out non-relevant customers).

With Facebook lead ads, you can choose from several campaign types, including:

  • demos
  • downloads, like PDFs
  • discounts
  • event advertising

Facebook users will then see lead ads in different site areas, including news feeds, Messenger, and even articles.

facebook-lead-ads-facebook-business-center

How Facebook Lead Ads Work

Facebook lead ads work in much the same way as other advertising. You can create your adverts by going to Facebook’s Ads Manager.

Once there, you establish your budget while adding your descriptions, images/videos, and other design elements for a successful ad. You can also customize your ad by using specified interests or demographics to target your ideal audience.

Ads then get shown in users’ feeds, where they can respond to your offer, helping your ability to generate more leads.

From a user’s perspective, Facebook Lead Ads don’t look different from other link ads. Once clicked, they take the Facebook user to a form rather than a website, like in the example below.

facebook-lead-ads-form-example

When creating the Facebook lead ad form, you get to decide what information you’d like to ask for. Aside from the pre-filled data, you can also select from a list of custom questions types such as:

  • multiple choice
  • short answer
  • store locator
  • conditional
  • appointment request

Benefits of Facebook Lead Ads

The most obvious benefit of Facebook lead ads is that they give prospects an easy way to provide their information—especially if you choose the pre-fill option—allowing you to collect leads in a more efficient and straightforward way.

As for marketer and small business owner benefits, you can customize questions for your forms, have a better chance at increasing conversions, and access a mix of new lead generation campaigns.

Some other significant benefits of Facebook lead ads are:

  1. targeted audience segmentation
  2. easy data collection
  3. mobile responsiveness
  4. a better understanding of your customers

As you can see, you’ve got plenty of reasons to explore these ads and get to know how they may work for you in your business.

Why Should Marketers and Small Businesses Use Facebook Lead Ads?

The reality is marketers and small business owners are busy and can’t be everywhere at once, even if you might want to be.

That means you need to focus your marketing efforts on maximizing success.

That’s why it makes sense to use tools like form-driven ads to capture leads efficiently and dynamically (without too much effort and time commitment on your part).

You can use Facebook lead ads in any number of ways, including:

  1. finding prospects for your products/services
  2. gathering subscriber details for newsletters
  3. gaining insights into consumers behaviors
  4. encouraging people to sign up for courses and events

Facebook Lead Ads Best Practices

There are plenty of ways to make the most of your Facebook lead ads. Let’s start with the basics.

A few best practices include:

  • ensure your ads are in line with your business goals
  • make sure your ad messaging is consistent with your brand
  • create a clear and effective call to action (CTA)
  • use CTAs that speak to your specific audience
  • keep the ads simple
  • spell out the benefits

Facebook has a heap of helpful suggestions too. These include:

  1. Decide on the right budget and use ad scheduling.
  2. Create lookalike audiences to help find your ideal customers.
  3. Reach previous prospects with the Engagement Custom Audience feature.
  4. Run ads on both Facebook and Instagram.
  5. Add an engaging image/video.

Just a quick note: it’s definitely worth reading up on Facebook-published articles for a wealth of tips on increasing conversions from Instant Forms.

Before moving on, here are a few more things to consider:

  • Find the right leads: By pairing Facebook lead ads with the platform’s audience selection and optimization tools, you can reach the right audience at the right time every time.
  • Ask the right questions: Only you know what information you’re looking for from your audience. Ask the most important questions up top to ensure that you get the information you’re angling for.
  • Integrate your CRM: Rather than losing your leads, you can integrate Facebook lead ads directly with your CRM, allowing your system to immediately reach out to interested parties.

Now you know what makes a great ad, let us look at some examples.

Examples of Great Facebook Lead Ads

Many brands in different niches are using Facebook lead ads to their advantage and, as you can see from the following examples, there’s a ton you can learn from them.

Let’s start with the Wealth Factory.

The Wealth Factory

Let’s face it. If someone is going to click on a link, they want to know what’s in it for them. When the benefits are clear, and they can see what they gain from clicking through, they are more likely to take that extra step.

facebook-lead-ads-Wealth-Factory

That’s what The Wealth Factory does so well with its Facebook lead ads. The free PDF details the IRS’s tax benefits and lists 32 jobs that your child can do to help you in your business.

As you can see from the ad, the benefits include a sizable tax-free income for your child and a tax deduction for you as a business owner.

To find out more, Facebook users complete the super-short form and click send. It doesn’t get much easier than that.

This is an approach you can adapt for your campaigns.

Make the benefits clear and bullet point them, so people see at a glance what they’re set to gain, and you can encourage Facebook users to click through with a clear CTA.

Boux Avenue

Another proven technique guaranteed to inspire consumers to spring into action is offering a discount. After all, who doesn’t love a bargain?

facebook-lead-ads-Boux-Avenue

That’s what Boux Avenue does with its Facebook lead ads form. Like the Wealth Factory, it’s very clear about the benefits of signing up (a 20 percent discount and a regular newsletter).

To make the decision even easier, Boux Avenue makes signing up a snap with pre-filled information and a CTA button.

Offering a discount is something most businesses can do, and by simplifying form completion, you’re increasing the chances of prospects clicking. Bear that in mind with your ads, and add a time limitation to discounts to create urgency.

How to Set Up Facebook Lead Ads

Creating Facebook lead ads involves some basic preparation.

First, Facebook advises businesses to familiarize themselves with the terms of service and its advertising policies. If you want to list some questions on your form, Facebook suggests you ask your legal team to look them over first.

Then there’s just one more bit of prep: you need the link for your privacy policy as it will appear on the form.

With all that done, you’re ready to start creating your first ad. It’s simple to do. Just follow these steps:

Creating a Successful Facebook Lead Ad

  1. Log into your Facebook business account and click on “Publishing Tools.”
  2. Go to the “Forms Library” on the left-hand side of the page and click.
  3. Next, click “+Create”.
  4. Select “New Form” or “Duplicate” if you already have a form.
  5. Go to the “Create Form” window and fill out the “Form Name” box.
  6. Now, go to the “Form Type” field and select which form you’d like. There are two choices: Selecting “More Volume” lets you make accessible fillable forms suitable for mobile users. While setting “Higher Intent” allows users to review and confirm their details first.
  7. Next, go to the “Intro” section and create an introduction screen. Facebook has details on how to complete this stage. Here, you can add your images, headlines, and descriptions about your products/services.
  8. Go to “Questions” and choose + “Add Question.” Facebook lets you list up to 15.
  9. Next, move to the “Prefill Questions Section.” Fill out the description and explain how you intend to use or share the information people give you. Remember, you can’t use the info you gather for any other purpose other than the one you state.
  10. Select any pre-filled information you want for your form. Select categories by clicking “+ Add Category.”
  11. Go to “Privacy” and include your link text and the URL to the “Privacy Policy” box. You can also add a custom disclaimer by clicking “+Add Custom Disclaimer.”
  12. Move to “Completion.” Put in your headline, descriptions, CTA button, and add a link. You can include up to 60 characters for Headlines and CTAs.
  13. Click on the arrows on the top of “Form Preview.”
  14. Select “Publish” or “Save Draft” if you want to edit later. Ensure all your details are as you want them because you cannot edit your Instant Form once you’ve published it.
  15. Choose “Boost” to send out your form as an ad. Select your image/video, text, audience, length of publication, and budget.
  16. Click “Promote.”
  17. Congratulations! You’ve just created your first Facebook lead ad.

Frequently Asked Questions About Facebook Lead Ads

How much do Facebook lead ads cost?

Compared to other platforms, Facebook ads are not wildly expensive. On average, Facebook advertising costs $0.97 per click and $7.19 per 1000 impressions. These low numbers make advertising on Facebook extremely attractive to marketers across industries, with over seven million advertisers actively trying to engage consumers on the platform.

What are dynamic Facebook lead ads?

Dynamic Facebook lead ads are a cost-effective way to create and test ad variations and choose which one performs best. They allow advertisers to show different offers, images, and CTAs to each individual. Dynamic Facebook lead ads offer greater personalization and let you create locally relevant ads to enhance lead quality and increase sales.

What is the format of Facebook lead ads?

Ads come in-text links and carousels, and appear on different areas of the site, like feeds. Users see them labeled as “sponsored.”

Are there any tools for testing Facebook lead ads?

Marketo has a Facebook lead ads testing tool for checking functionality and Hevo Data has a similar tool. You can also measure parameters by adding them to your lead form.

Don’t forget to do some A/B testing as well to see which ads work best for your ideal audience.

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Conclusion: Facebook Lead Ads

Facebook has a massive reach, which is why it makes sense for marketers and business owners to explore the available tools to get your products and services in front of a considerable audience. One of those tools is Facebook lead ads.

With the ability to create custom leads, Facebook lead ads provide significant advantages to advertisers.

Marketers can customize form fields, capture more prospect information, and target more relevant audiences while making the experience as simple as possible for users.

Aside from customization, Facebook lead ads offer many other advantages including increased conversions and getting a better understanding of your customers—making them an important part of any lead generation strategy.

Do you use Facebook lead ads? How are they working for you?