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We live in the age where digital advertisers are able to target consumers with greater precision (and have a much better understanding of their buying audience) than ever before.However, just because the advertiser understands the type of audience best to target, it doesn’t mean their ads are representative of the individual on a personalized level.Generic ads targeted to large audiences are no longer the norm. Users expect to see ads that speak to them on a personal level.In working with hotels and resorts all over the world, we've found that generally there are four key elements in personalizing ads that lead to better engagement and increased bookings.
The process of picking out an image for an ad is very important when attempting to connect with your audience. For example, if a potential consumer visits your spa page and you then remarket to them, the ad should include an image of your spa. Showing an ad of just your hotel lobby won’t resonate the same way or have the same recall or lift.
Carefully choosing the text for your ads is a must when trying to personalize. Eye-catching phrases like “You”, “Yours”, and even a user's first name are being incorporated in the messaging of more and more digital advertisements. By using keywords and phrases that make consumers feel like the advertisement is speaking to them directly, there is an instant connection to the product or service.
If you’re promoting a special offer, you want to make sure your customers see it (and comprehend it) clearly and easily. People generally search and research in order to make a decision about something, especially a purchase. Make clear whether it’s a discount available to everyone, what the package or offer includes and doesn't include, or if it is a special offer available only to them as a reward or incentive.
One mistake often made by advertisers is sending consumers to a landing page that has nothing to do with the product they are advertising in their ads. For hotels, if you’re advertising golf in your ad, you shouldn’t be sending your customer to the home page or accommodations page of the website. The user had a connection with golf, otherwise, they would not have clicked. Make every conscious effort to further their buying journey by sending them to a relevant golf-related page or package.According to a 2016 Jivox Benchmark Report, there is a 3x better engagement when ads are personalized. Through our testing at Screen Pilot with personalized ads, we have seen up to 70% better click-through rates (CTR) compared to generic ads.So next time you are getting ready to gather assets for an ad, think about these elements to see how you can make your ads more personalized.
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